购物中心内商业集聚的顾客价值溢出效应研究——以娱乐型业态电影院为例  

Research on Customer Value Spillover Effects of Retail Agglomeration in Shopping Centers: Taking Entertainment Cinemas as an Example

作　　者：曾锵[1,2] 

机构地区：[1]浙江工商大学工商管理学院,浙江杭州310018 [2]浙江省现代服务业研究中心,浙江杭州310015

出　　处：《浙江树人大学学报》2017年第5期36-45,共10页Journal of Zhejiang Shuren University

基　　金：杭州市哲学社会科学规划项目(Z17JC084);浙江省科技计划软科学项目(2017C35076)

摘　　要：以购物中心内的商业集聚为情境,以娱乐型业态电影院为例,研究电影院的时尚价值、乐趣价值和尊贵价值三种顾客价值在购物中心内的溢出效应。研究表明,电影院的顾客价值与百货等其他店铺及购物中心的顾客价值存在显著的正相关关系,以反映客观消费者行为的光顾电影院频率和反映主观消费者心理的顾客价值溢出强度为调节变量,考察电影院顾客价值的溢出传导机制,实证结论表明存在显著的调节效应,也证实消费者个体特征的年龄对顾客价值溢出有显著影响,并对研究结论进行讨论。研究证实,电影院的顾客价值存在明确的溢出效应,证明购物中心内的商业集聚存在顾客价值溢出效应,从而丰富和深化商业集聚的理论研究。This paper takes retail agglomeration in shopping centers as the research context, and entertainment cinemas as an ex- ample, to study the spillover effect of cinema customer values including fashion value, joy value and honor value. The study shows that customer values of cinemas have a significant positive correlation with those of department stores and other stores in shopping centers. Taking the frequency of visiting cinema and customer value spillover intensity reflecting the objective customer behavior and subjective customer psychology, respective, as the moderator variable, it investigates the spillover mechanism of customer value. It is found that there is significant moderating effect, and consumer ages have significant influence on customer value spillover. The study confirms that there are noticeable spillover effects of customer value in cinema and retail agglomeration of shopping center.

关 键 词：购物中心 商业集聚 顾客价值 溢出效应 电影院 

分 类 号：F274[经济管理—企业管理]