商场购物环境、顾客感知价值与企业竞争优势关系研究  

The Study on Relationship of Shopping Mall Environment,Customer Perceived Value and Enterprise Competitive Advantage

作　　者：俞林[1,2] 孙明贵[1] 

机构地区：[1]东华大学旭日工商管理学院,上海200051 [2]无锡职业技术学院经济管理学院,江苏无锡214121

出　　处：《统计与信息论坛》2014年第4期106-112,共7页Journal of Statistics and Information

基　　金：国家社会科学基金项目<区际产业转移及其对区域经济关系的影响>(10BJL044);教育部人文社会科学基金项目<怀旧消费的唤起及其作用机理研究>(10YJC630399);江苏省高校哲学社会科学基金项目<消费者对碳标签食品的认知及支付意愿研究>(2013SJB6300092)

摘　　要：基于对415名消费者的随机抽样调研数据,从理论和实证两方面研究了商场购物环境、顾客感知价值及零售企业竞争优势间的相互关系。研究表明,购物环境以顾客信任和购物体验价值为中介变量,正向影响企业竞争优势的获得,且购物环境中的氛围因素、社会因素正向影响顾客体验价值;顾客信任受氛围因素、社会因素、设计因素和体验价值等显著正向影响;体验价值和顾客信任显著正向影响企业竞争优势的获得。Shopping environment, customer perceived value and enterprise competitive advantage are hot issues which are researched by organizational behavior and consumer behavior theory. Based on survey data of random sample of 415 consumers, this paper analyzes the mutual relations of shopping environment, customer perceived value and enterprise competitive advantage from both theoretical and empirical statistical study. The results show that shopping environment, regarding the customers trust and shipping experience value as mediating variables, impacts positively on the obtaining of enterprise competitive advantage, moreover, environment factors in shopping and social factors impact positively customer experience value; Factors of atmosphere, social factors, and other designing factors and experiencing value have a significant positive effect on customer trust; while experiencing value and customer trust experience have significant positive influence to obtain a competitive advantage.

关 键 词：购物环境 顾客信任 体验价值 竞争优势 商场 

分 类 号：F224.0[经济管理—国民经济]