线下体验特性对消费者感知价值与再惠顾意愿的实证考察  

作　　者：崔占峰[1] 陈义涛 

机构地区：[1]烟台大学经济管理学院,山东烟台264005 [2]韩国国立忠北大学经营学院,韩国清州28644

出　　处：《企业经济》2020年第2期84-91,共8页Enterprise Economy

基　　金：国家社会科学基金青年项目“进城流动商贩问题的本质及其治理体系研究”（项目编号：13CJY032）;山东省社会科学规划研究项目（重大理论与实践专项）“‘共治共享’视域下的山东省城市摊贩‘微治理’路径研究”（项目编号：18CSJJ21）;中国博士后科学基金第61批面上项目“进城摊贩流动性治理与制度化合作机制研究”（项目编号：2017M611431）

摘　　要：网络技术的快速发展、产品同质化严重以及线上线下竞争加剧等因素使线下实体店面临的各种威胁正不断放大。消费者已经不再仅仅满足于简单的购物需求,购物体验期望的不断增长在推动越来越多购物创新方式涌现的同时,也不同程度地促使线下体验店的营销方式发生改变甚至根本性转变。以手机线下体验店为研究对象,通过205份有效问卷,利用SPSS和AMOS分析了体验特性对消费者感知价值及再惠顾意愿的影响。结果显示:首先,娱乐体验和审美体验正向影响感知功能价值;娱乐体验、教育体验和审美体验与感知情感价值之间呈正相关。因此,应充分利用不同的体验特性来刺激消费者的的价值感知,并通过消费者价值感知的差异化来实现线下营销的最终目的。其次,体验特性中仅教育体验和审美体验对消费者再惠顾意愿影响显著。因此,线下运营方面应该增强体验特性对消费者的吸引和消费者对线下产品的持续关注。最后,感知功能价值和情感价值在体验特性和再惠顾意愿之间起到部分中介作用。结论为线下体验店的有效运营提供了一定理论决策依据。The rapid development of network technology,the serious homogenization of products and the intensification of online and offline competition make all kinds of threats to offline physical stores constantly magnified.Consumers are no longer just satisfied with simple shopping needs,and the growing expectations of the shopping experience are driving the emergence of more and more innovative ways of shopping,as well as changing or even radically changing the marketing approach of offline experience stores to varying degrees.Using the mobile offline experience stores as the research object,through 205 valid questionnaires,we use SPSS and AMOS to analyze the impact of experience characteristics on consumer perceived value and revisit intention.The results show that,entertainment experience and aesthetic experience positively influence the perceived functional value;and entertainment experience,educational experience and aesthetic experience are significantly correlated with perceived emotional value.Therefore,the attraction of experience characteristics to consumers and consumers'continuous attention to offline products should be enhanced in offline operations.In addition,the perceived functional value and emotional value play a partial mediating role between the experience characteristics and the re-patronage intention.The conclusion provides a theoretical basis for the effective operation of the offline experience stores.

关 键 词：线下实体店 体验特性 感知价值 再惠顾意愿 

分 类 号：F274[经济管理—企业管理]