购买导向调节下消费者购买意愿影响因素  

The influential factors of consumer purchase intention: moderating effect of Buying guide

作　　者：陈再福[1] 

机构地区：[1]闽南师范大学管理学院,福建漳州363000

出　　处：《哈尔滨师范大学社会科学学报》2014年第5期76-79,共4页Journal of Social Science of Harbin Normal University

基　　金：福建省软科学研究科技项目"管理决策不确定性产生机理与控制--基于复杂性理论的视角"(2012R0090)

摘　　要：优化商店形象吸引顾客从而提高其购买意愿是零售业管理者的关注点。文章构建了商店形象、感知价值、顾客满意与购买意愿的关系模型。实证研究结果发现:商品形象、价格形象、促销形象与服务形象对顾客感知价值与顾客满意存在显著正向影响;顾客感知价值对顾客满意,感知价值、顾客满意对顾客购买意愿具有显著正向影响;消费者购物导向在顾客满意与购买意愿之间具有调节作用。How to optimizate the store image to attract customers,and to improve the purchase intention is retail managers＇ concerns. This paper build the relational model between the store image,perceived value,customer satisfaction and purchase intention. The results show that： Product image,price image,promotion image and service image have significant positive effects on perceived value and customer satisfaction; Customer perceived value has significant positive effects on customer satisfaction; perceived value has a significant positive influence on customer purchase intention,customer satisfaction also. Consumers shopping guide had moderating effect on the ralationship between customer satisfaction and purchase intention.

关 键 词：商店形象 感知价值 顾客满意 购买意愿 

分 类 号：F713.5[经济管理—市场营销]