店铺印象维度对顾客感知价值与交叉购买意愿的影响研究  

Impacts of Dimensions of Store Image on Customer’s Perceived Value and Cross-buying Intention

作　　者：杨宜苗 夏春玉[2] Yang Yimiao;Xia Chunyu(School of Business,Dongbii University of Finance and Economics)

机构地区：[1]东北财经大学工商管理学院市场营销系 [2]东北财经大学工商管理学院

出　　处：《营销科学学报（辑刊）》2009年第3期17-37,共21页Journal of Marketing Science

摘　　要：本文研究了店铺印象维度对顾客感知价值与交叉购买意愿的影响.通过对百货商店、超级市场和购物中心三种零售业态共17家零售店铺的653个有效样本的分析,结果表明:①店铺印象的各个维度正向影响顾客感知价值;②顾客感知价值正向影响其交叉购买意愿;③商品印象、便利印象和声誉印象正向影响顾客交叉购买意愿,而店铺印象的其他维度对交叉购买意愿的影响并不显著;④店铺印象维度不通过顾客感知价值对交叉购买意愿产生间接影响;⑤店铺印象维度对感知价值的影响在超级市场和购物中心之间存在显著差异,但这种差异性影响在其他零售业态之间并不显著.This paper examines the impacts of the dimensions of the store image on the customer’s perceived value and cross-buying intention.By analyzing 653 samples collected in 17 retail outlets belonging to the department stores,supermarkets and shopping centers of retail formats taken as the research object,the key findings are:(a)various dimensions of the store image have significant influences on the customer’s perceived value;(b)customer’s perceived value has a significantly positive impact on cross-buying intention;(c)commodity image,convenience image,and reputation image have significantly positive effects on cross-buying intention but the effects of the other dimensions of store image on cross-buying are not significant;(d)customer’s perceived value has no mediating role between the dimensions of store image and cross-buying;(e)there is the moderating effect of retail formats on the relationship between store image dimensions and perceived value,but this significant effect only exists between the supermarket and shopping center.

关 键 词：店铺印象 感知价值 交叉购买 零售业态 

分 类 号：F72[经济管理—产业经济]