购物导向与购物价值对顾客满意和未来行为意向的作用  

The Influence of Shopping Values and Shopping Orientations on Customer Satisfaction and Future Behavioral Intentions

作　　者：朱华伟[1] 涂荣庭 Huawei Zhu;Rungting Tu(Guanghua School of Management,Peking University)

机构地区：[1]北京大学光华管理学院

出　　处：《营销科学学报（辑刊）》2007年第4期98-111,共14页Journal of Marketing Science

基　　金：北京市哲学社会科学“十一五”规划项目(06BaJG046);国家自然科学基金项目(70502012)资助。

摘　　要：有些顾客去商场主要为了购买,而有些顾客主要为了获得体验。本文首先刻画购买导向和体验导向顾客的特征及所追求的购物价值。在此基础上,结合管理者视角和顾客视角,研究如何设计与管理各种商场因素同时提供商品价值与体验价值,以吸引和满足具有不同购物导向的顾客,并探索购物导向如何影响顾客对商场的满意度和忠诚度。Some customers visit shopping mallsls mainly to so(purchuse orientation),while others 10 experience,the characteristics of customers with dfferent shopping(experience orientation).In this study,,we first depict.We then wake bolh a custome perspective and a manageril orientations and the shopping values they seek ata store manage various store factors 5 that the store can perpetive to invest stigate how store managers should design and with ffent sopping orientations.In addition,we deliver two shopping values simultancously to attret customers examine how shopping orientations influence customers' stisfacion and lgalty towards the store.

关 键 词：购物导向 购物价值 顾客满意 未来行为意向 

分 类 号：F27[经济管理—企业管理]