购物氛围对新老顾客惠顾意向的影响——一个带中介的调节效应  

The Effect of Shopping Atmosphere on New and Old Customers′s Patronage Intention:A Mediated Moderation Effect

作　　者：范苗苗[1] 魏胜[2] 吴小丁[1] FAN Miao-miao;WEI Sheng;WU Xiao-ding(Business School, Jilin University,Changchun 130012, China;School of Management,Harbin University of Commerce,Harbin 150028,China)

机构地区：[1]吉林大学商学院,长春130012 [2]哈尔滨商业大学管理学院,哈尔滨150028

出　　处：《商业研究》2020年第8期1-8,共8页Commercial Research

基　　金：教育部人文社科重点研究基地浙江工商大学现代商贸研究中心和浙江省2011协同创新中心——现代商贸流通体系建设协同创新中心项目“流通数据挖掘的勘探路径构建与优化研究”,项目编号:15SMGK15YB。

摘　　要：大量的零售商店试图通过装修和重新设计来营造宜人的购物氛围以提升竞争力,但很多改造后的商店并没有收到预期的营销效果。本文引入熟悉度作为调节变量、顾客信任作为中介变量,构建购物氛围对惠顾意向的作用机理模型,分析实地调查的两组数据,验证购物氛围对新老顾客惠顾意向的影响。结果显示:购物氛围通过顾客信任影响惠顾意向,良好的购物氛围能够提升新顾客对购物店的信任,但是对老顾客的影响较小;熟悉度在不同阶段所起的作用并不相同,或存在某些类似熟悉度的调节变量,使购物氛围对惠顾意向的影响有不同的作用边界。因此,尽管引人入胜的购物氛围是商店的有效营销手段,但是进入到成熟阶段、有了稳定的顾客群体后,购物氛围对惠顾意向的影响开始减弱,在一定时期内没有必要继续加大装修商店的投资,而更为合理的营销策略是加大购物氛围以外的手段,努力提高顾客信任而增强顾客惠顾。Many retailers have tried to create a pleasant shopping atmosphere to enhance competitiveness through store renovation and redesign,but the store renovation does not improve the customer patronage and consumption level as expected.This article introduces familiarity as a moderate variable and customer trust as a mediator variable to construct a model and analyze the data from two field surveys of customer shopping experience to verify the mechanism by which shopping atmosphere affects new and old customers′patronage intentions.The results show that the shopping atmosphere affects patronage intention through customer trust,a pleasant shopping atmosphere can increase the trust of new customers in shopping stores,but it has less impact on the old customers;the familiarity plays different roles at different stages,and there may be some other moderate variables similar to the familiarity,so that the impact of shopping atmosphere on patronage intention has different boundaries.Therefore,although the attractive shopping atmosphere is an effective marketing tool for a store,the influence of shopping atmosphere on patronage intention begins to weaken when the store enters the mature stage and has a stable customer group.In a certain period of time,there is no need to continue to increase investment in decorating stores,a more reasonable marketing strategy is to increase the means beyond the shopping atmosphere,and strive to improve customer trust and enhance customer patronage.

关 键 词：购物氛围 熟悉度 顾客信任 带中介的调节效应 

分 类 号：F063.2[经济管理—政治经济学] C93[经济管理—管理学]