视平线位置与货架陈列复杂度对零售产品销售的影响研究  

Research on the Impact of Horizon Position and Shelf Display Complexity on Retail Product Sales

作　　者：卢海瑶 张嘉辰 LU Haiyao;ZHANG Jiachen(Sino-Danish College,University of Chinese Academy of Sciences,Beijing 100190;School of Economics and Management,University of Chinese of Academy of Sciences,Beijing 100190)

机构地区：[1]中国科学院大学中丹学院,北京100190 [2]中国科学院大学经济与管理学院,北京100190

出　　处：《科技促进发展》2024年第11期866-874,共9页Science & Technology for Development

基　　金：2024年国家自然科学基金委面上项目(72471224)基金课题的支持

摘　　要：本研究基于位置效应理论,探讨视平线位置与货架陈列复杂度对零售产品销售的影响。本研究采用某零售连锁的真实销售数据,通过多元线性回归模型分析了视平线位置对销售额的提升作用以及陈列复杂度的调节效应。研究表明,产品位于视平线位置能显著促进销售,且复杂陈列下的消费者更倾向选择视平线产品。同时,视平线位置对享乐品销售的影响显著高于实用品,复杂陈列进一步放大了这一效应。研究成果为零售商提供了基于产品类别以及陈列复杂度的优化陈列策略,为提升销售业绩提供实证依据。Based on the theory of position effects,this study explored the impact of horizon position and shelf display complexity on retail product sales.Utilizing real sales data from a retail chain in Beijing,this study analyzed the role of horizon position in increasing sales and the moderating effect of display complexity through a multiple linear regression model.The findings revealed that products placed at eye level significantly boosts sales,and that consumers with complex displays were more likely to choose eye-level products.Furthermore,horizon position had a significantly higher effect on hedonic products than on utilitarian ones,with an effect further amplified by complex displays.These results provided retailers with an optimized display strategy based on product category and display complexity,providing empirical evidence to improve sales performance.

关 键 词：零售管理 陈列管理 视觉复杂度 

分 类 号：F274[经济管理—企业管理]