店铺印象相似性对波及惠顾的影响机理研究  

The mechanism of the influence of store image similarity on customers’ spillover patronage

作　　者：魏胜[1] 刘芙蓉 徐明[2] WEI Sheng;LIU Furong;XU Ming(School of Management,Harbin University of Commerce,Harbin 150028,China;School of Business and Administration,Jilin University of Finance and Economics,Changchun 130117,China)

机构地区：[1]哈尔滨商业大学管理学院,哈尔滨150028 [2]吉林财经大学工商管理学院,长春130117

出　　处：《丝绸》2021年第9期86-93,共8页Journal of Silk

基　　金：国家社会科学基金项目(19CJY047);中国博士后科学基金项目(2016M591542);黑龙江省哲学社会科学研究规划项目(20GLE389);哈尔滨商业大学博士科研启动项目(14RW13)。

摘　　要：商业集聚内多店铺相邻选址使得波及惠顾成为一种常见的现象,使得店铺间波及惠顾形成机理的研究得到关注。基于品牌印象相似性和印象转移理论,文章以购物中心内的主力店和非主力店为研究对象,构建了店铺印象相似性对波及惠顾影响的理论模型,并通过一组3×2实验检验了所提假设。结果表明:购物中心内的主力店印象对非主力店印象的形成有影响作用;主力店和非主力店之间的印象相似时,主力店的印象更容易转移到非主力店上;主力店和非主力店印象越相似,主力店吸引来的顾客波及惠顾非主力店的可能性越大;主力店的印象转移到非主力店印象上时,主力店会对非主力店产生波及惠顾效应。最后,对零售商的店铺选址策略提出了决策建议。Multiple stores in business agglomerations select locations adjacently,resulting in a common phenomenon of spillover patronage,and the research on the mechanism of spillover patronage formation has attracted greater attention.Based on the theory of brand image similarity and image transference,taking anchor store and non-anchor store in shopping mall as the object of research,a theoretical model of the influence of store image similarity on spillover patronage was established.The proposed hypotheses were tested by performing a set of 3×2 experiments.The results show that the anchor store image in shopping mall can influence the non-anchor store image building;when the image between anchor store and non-anchor store is similar,the anchor store image is more likely to transfer to non-anchor store;the greater similarity of the image between anchor store and non-anchor store,the greater probability the customers’spillover patronage on non-anchor store;when the image of anchor store transfers to the non-anchor store,the anchor store will have a spillover patronage effect on the non-anchor store.Finally,decision-making recommendations were proposed for making retailer's store location strategy.

关 键 词：波及惠顾 店铺印象相似性 印象转移 溢出效应 购物中心主力店 

分 类 号：F713.55[经济管理—市场营销]