顾客体验的结构、传导机铜及其收入的调节效应——对大型休闲购物中心的考察  

Structure and Transmission Mechanism of Customer Experience and the Mediating Effect of Income： An Investigation of Large Leisure Shopping Malls

作　　者：郭俊辉[1] 

机构地区：[1]浙江科技学院经管学院,浙江杭州310023

出　　处：《复印报刊资料（市场营销）》2016年第9期43-52,共10页

摘　　要：为探求大型休闲购物中心内顾客体验效果对销售额的影响，在基于收入调节的商城内顾客体验传导模型基础上提出相关假设，并对消费者的实际调查数据进行分析，发现顾客体验由服务功能、期待惊喜、业态整合、气息氛围、商品价值6个维度组成，它对于情绪感知、顾客关系质量和消费额度呈现正向传导关系。另外，中高收入者仅在商城体验、情绪感知和顾客关系质量的传导过程中占优，而低收入者却以对商城的了解程度、多样化消费目的为背景，通过高来访频次和均次消费额在总消费额度上占优。该结果与城郊购物中心的地理定位密切关联，运营者应根据不同收入人群的现实反应而采用不同的营销刺激，从而实现顾客心理与顾客行为的双丰收。To explore the impact of customer experience effect in large shopping mall on volume of sale, and based on customer experience conducting model, the author puts forward the related consumptions, and analyzes data collected in the investigation of consumers. It is found that there are six dimensions in customer experience, such as service function, expected surprises, business type integration, atmosphere, and commodity value, which have positive conductive relation with customer emotional perception, customer relation quality, and consumption expenses. Besides, customers with medium or higher income dominate the positive conduction in terms of experiences in the shopping mall, customer emotional perception and customer relation quality; while customers with lower income, who understand more about the shopping mall and have diversified shopping purposes, dominate in terms of total consumption expenses with the help of higher visits frequency and average spending. And these results are closely associated with the location of suburb shopping malls; so, the managers should adopt different marketing stimuli according to the real reaction of customers with different income to realize the win-win situation in terms of both customer psychology and behavior.

关 键 词：大型购物中心 消费体验 顾客情绪感知 顾客关系质量 

分 类 号：F274[经济管理—企业管理]