【摘要】 商业集聚印象必然会影响集聚中的店铺印象,这个现象可以用购买风险感知理论进行解释。文章将消费者购买风险感知引入店铺印象转移模型中,从消费者心理的角度,探查商业集聚印象对店铺印象的影响原因,通过比较消费者在不同背景下购买心理的变化,揭示店铺印象转移产生的本源。结论得出:购物风险感知在百货店印象转移中起调节作用,在专业店印象转移中起中介作用。更多还原

【Abstract】 The image of a retail cluster may influence,or be transferred to,the image of individual stores within the cluster,and this may be explained by the framework of shopping risk theory.A 2×2 experiment was conducted by taking cluster image and store type as independent variables and store image and shopping risk as dependent variables.A sample of 89 undergraduates was divided at random into four treatment conditions.The findings suggested that the risk perception has different roles in the image transfer process,and it is a moderator variable in department store image transference,but a mediator variable in specialty store image transference.更多还原