不同类别购物中心顾客体验影响效果对比  

A Comparative Analysis of Influence Effect of Customer Experience in Different Types of Shopping Mall

作　　者：郭俊辉[1] 

机构地区：[1]浙江科技学院经济管理学院,杭州310023

出　　处：《商业研究》2016年第10期51-57,共7页Commercial Research

基　　金：浙江科技学院优秀青年教师资助计划项目

摘　　要：本文在杭州市各选取了一所市区型、城郊型和社区型的购物中心进行调研,分析购物中心内的顾客体验结构及其影响效果,并通过4种回归模型进行反复验证。研究发现:购物中心的顾客体验由愉悦、休闲、购物、服务和便捷等感知维度构成;相对而言,城郊型购物中心在顾客愉悦、休闲、购物和便捷感知体验方面更能触发顾客的积极情绪,并有望贡献于冲动性购买;市区型购物中心在顾客愉悦、便捷、服务感知方面更能够提高顾客关系质量,并有望贡献于顾客的重复性购买;社区型购物中心的整体表现欠佳。The research selected one case with an urban-type,suburban-type and community-type shopping mall in Hangzhou to analyze the structure of customer experience in shopping mall and its effect,and carried out repeated verification by using four regression models. The study found customer experience in shopping mall constitutes of five perceive dimensions： pleasure,recreation,shopping,services and convenience; in comparison,in suburban-type shopping mall,pleasure,recreation,shopping and convenience perceive experiences of customer more can trigger positive customer emotions,and it is expected to contribute to impulse buying; in urban-type shopping mall,pleasant,convenience or service perceive experiences of customer more can improve the customer relations quality,and it is expected to contribute to repetitive purchase; however,the overall performance of community-type shopping mall is poor.

关 键 词：购物中心 顾客体验 顾客情绪反应 顾客关系质量 

分 类 号：F713[经济管理—产业经济]