【作者】 杨宜苗；

【导师】 夏春玉；

【作者基本信息】 东北财经大学 ， 企业管理， 2009， 博士

【摘要】 顾客在购物过程中究竟追求什么价值?如何提供和传递相应的价值来吸引顾客购买,且买得更多,特别是在同一商店购买不同的产品或品牌,即交叉购买?本文希望通过对零售业的实证研究,探索店铺形象、感知价值和交叉购买意愿之间的关系,挖掘影响顾客价值与交叉购买意愿的关键店铺形象要素,以从店铺形象优化和感知价值提升方面为零售企业如何建立顾客忠诚提供指导。现有的研究空白主要包括四个方面。一是关于店铺形象对消费者行为的研究主要集中于吸引客流、购买意愿、商店选择、顾客忠诚或顾客忠诚的其他层面,如价格容忍度、口碑推荐、溢价购买和再购买意向。而店铺形象是否影响交叉购买?学者们并没有作进一步的研究。此外,大多数学者倾向于从商店整体,或者环境因子,或者若干可控制要素的视角展开研究,而很少分析店铺形象不同维度对消费者行为的影响作用。二是关于感知价值作用的研究,虽然学者们提出感知价值是消费者行为的重要预测变量,并广泛证实了其中介作用,但在店铺形象与消费者行为的关系中,感知价值是否也发挥了中介作用,却很少有学者进行实证检验。三是关于交叉购买前因的研究,学者们虽然广泛探讨了服务属性、转换成本、公司特征、顾客特征、信任、满意、经历等变量,但没有触及店铺形象,而且此类研究主要集中于银行等纯服务性行业,而对零售业关注较少。四是以往文献在研究顾客对商店的评价与态度时,大多是集中在商场管理因素的作用,忽视了顾客内部动机导向对他们态度和行为的影响,而且针对零售业所展开的研究,通常是对单一零售业态所做的调查分析。本文主要研究店铺形象及其维度是如何影响顾客感知价值与交叉购买意愿的,以及不同零售业态和不同购物导向的消费者对店铺形象的价值感知是否存有差异。本文的研究思路是：首先通过对店铺形象、感知价值、交叉购买、零售业态和购物导向理论研究的评述,找到现有研究的理论空白；继而界定本文研究的概念,提出研究模型和假设；然后编制初始调查问卷,进行小样本调查后对初始问卷修改,完成正式问卷,并利用正式问卷通过实地调查的方式收集实证数据；接下来对调查数据进行整理分析,对相关假设进行检验,以及对研究结果作进一步讨论,并给零售企业提出若干营销建议；最后指出本研究的局限性和未来研究的方向。研究方法主要包括文献回顾法、访谈法、实地观察法和问卷调查法。本文的研究内容：一是店铺形象对感知价值的影响作用；二是店铺形象对交叉购买意愿的影响作用；三是感知价值对交叉购买意愿的影响作用;四是零售业态对店铺形象与感知价值关系的调节作用；五是购物导向对店铺形象与感知价值关系的调节作用。实证研究的研究结论有：一是店铺形象对感知价值的影响作用。店铺形象与感知价值呈显著的正相关关系,店铺形象分别与实用价值、社会价值和享乐价值正向相关。在店铺形象维度中,商品、服务、价格、便利、促销、气氛、设施和声誉都对感知价值有显著的正向影响。其中服务的影响系数最大,其次是商品、声誉、气氛、价格、设施、促销和便利。对于不同的感知价值而言,商品、服务、价格、便利、促销、气氛和声誉对实用价值有显著的正向影响,但设施与实用价值之间的关系并不显著；商品、服务、价格和声誉对社会价值有显著的正向影响,但便利、促销、气氛和设施等与社会价值的关系并不显著；商品、服务、促销、气氛、设施和声誉对享乐价值有显著的正向影响,但价格和便利与享乐价值的关系并不显著。二是店铺形象对交叉购买意愿的影响作用。店铺形象与交叉购买意愿呈显著的正向关系,即店铺形象越好,交叉购买意愿越强。在不同的店铺形象维度中,商品、便利和声誉与交叉购买意愿呈显著的正相关关系,而服务、价格、促销、气氛和设施则与交叉购买意愿的关系并不显著。三是感知价值对交叉购买意愿的影响作用。感知价值与交叉购买意愿之间有显著的正向关系,实用价值、社会价值和享乐价值对交叉购买意愿都有正向的显著影响。分析结果还表明,感知价值对店铺形象与顾客交叉购买意愿关系的中介作用。其中,实用价值对商品、声誉与交叉购买意愿的中介作用显著,而且实用价值对声誉与交叉购买意愿的关系具有完全中介作用。四是零售业态对店铺形象与感知价值关系的调节作用,店铺形象对感知价值的作用在购物中心最为明显,超级市场次之,百货商店最小。零售业态对店铺形象维度与感知价值关系有一定的调节作用。在百货商店中,服务对感知价值的影响权重最大,其次分别是商品、气氛、声誉和价格；在超级市场中,服务对感知价值的影响权重最大,其次分别是声誉、商品、设施、气氛、促销和价格；在购物中心中,服务对感知价值的影响权重最大,其次分别是商品、价格、设施、声誉和气氛。通过进一步分析感知价值内部结构还发现,在总样本中,显著影响实用价值的有商品、服务、价格、便利、促销、气氛和声誉,显著影响社会价值的有商品、服务、价格和声誉,显著影响享乐价值的有商品、服务、促销、气氛、设施和声誉。而就不同的零售业态来说,在百货商店中,显著影响实用价值的依次有服务、便利、设施、价格和促销,其中设施有显著的负向作用,显著影响社会价值的依次有服务、商品和声誉,显著影响享乐价值的依次有气氛、商品、设施、声誉和服务。在超级市场中,显著影响实用价值的依次有气氛、声誉、便利和促销,显著影响社会价值的依次有服务和声誉,显著影响享乐价值的依次有商品、设施、声誉、促销和气氛。在购物中心中,显著影响实用价值的依次有价格、服务、便利和商品,显著影响社会价值的只有服务,显著影响享乐价值的依次有设施、商品、声誉、气氛和服务。五是购物导向对店铺形象与感知价值关系的调节作用。店铺形象对感知价值的作用对非任务型购物者更为明显。购物导向对店铺形象与社会价值、店铺形象与享乐价值的关系具有调节作用。不同购物导向购物者对不同店铺形象维度的价值感知也存在一定差异,但并没有统计上的显著性。研究创新主要有三点：一是对百货商店、超级市场和购物中心三种零售业态的店铺形象量表在中国进行了跨文化应用的探索性研究,这是本文的理论应用创新。根据消费者对商店的态度和评价,将店铺形象划分为商品形象、服务形象、价格形象、便利形象、促销形象、气氛形象、设施形象和声誉形象等八个维度。二是构建了店铺形象-感知价值-交叉购买意愿模型,这是本文的理论创新。并基于消费者的认识逻辑——从片断到总体,或从总体到片断,将店铺形象划分为以上八个维度,将感知价值划分为实用价值、社会价值和享乐价值三个方面。三是引入零售业态和购物导向两个变量,研究二者对店铺形象与感知价值关系的调节作用,这为零售企业如果结合业态自身的特点和消费者的行为特征来开展目标营销提供较好的思路。结合研究结论,本文为零售企业提出五点营销建议：一是塑造优良的整体店铺形象,构建竞争优势；二是重视多重价值的创造,满足顾客多层次需求；三是结合业态特点,从店铺形象维度着手,找准差异化定位点；四是强化服务管理,构建特色服务体系和网络；五是针对不同购物导向的群体,设计不同的店铺形象优化策略。更多还原

【Abstract】 What kind of value do customers pursue when they are shopping at all? How to provide and transfer the corresponding value to attract customers to buy, and buy more, especially at the same store to buy different products (or brands), which is called cross-buying? This paper tries to do the empirical research on the retail industry to explore the relationship among the store image, customer perceived value and intention of cross-buying and probe the key factors of the store image of which impact on the customer perceived value and willingness to make cross-purchase in order to provide retail enterprises with guidance on setting up customer loyalty by optimizing the store image and upgrading the perceived value.Existing research gaps mainly include four aspects. First, the researches on the impacts of the store image on the consumer behavior mainly focus on the customer flow volume attraction, the willingness of purchase, store selection, customer loyalty and other dimensions of customer loyalty, such as price tolerance, word-of-mouth recommendation, premium purchase and re-purchase intention, however, scholars have not done the further researches on whether store image affect cross-buying. In addition, most scholars tended to carry out research from the store whole, or environmental factors, or some controllable elements, while few analyzed the effects of the different dimensions on consumer behavior. Second, researches are about the role of perceived value. Although the perceived value is considered as important prediction variable of consumer behavior and widely confirmed as the intermediary role, whether the perceived value also plays a intermediary role between consumer behavior and the store image, there is few empirical test conducted. Thirdly, scholars have extensively explored the reasons of cross-purchase, such as service property, conversion costs, the company characteristics, customer characteristics, trust, satisfaction, experience and other variables, but they have not hit the store image. What’more, such studies mainly focused on the banking, the kind of pure service industry, while less concern went to the retail industry. Fourthly, previous literatures about customers’ evaluation and attitude toward the store were concentrated in management factors of the shopping mall and neglected the effects of customer’s internal motives on their attitudes and behavior, and the studies launched for the retail industry usually were the survey analyses to the single retailing. This paper studies how the store image and its dimensions impact the customer perceived value and willingness of cross-purchase, as well as the perceived value differences of the store image existing in different retail formats and different shopping-oriented customers.Below follows the logics of this research. First of all, Through the review of theoretical researches on the store image, perceived value, cross-buying, retail formats and shopping orientations, gaps in the theory of existing researches were found; then concepts of this study were defined, the research model and assumptions were raised; the initial questionnaire were prepared; the initial changes to the questionnaire were conducted after a small sample survey and the formal questionnaire was worked out. Then empirical data were collected in the field survey by making use of a formal questionnaire; the survey data were organized and analyzed; the relevant assumptions were tested and the research results were further discussed and some marketing suggestions were given to the retail enterprises. Finally limitations of this study and future research directions were pointed out. Research methods included literature review method, interviews, field observation and survey method.This paper included, first, the effects of the store image on the perceived value; second, the effect of the store image on the willingness of cross-buying; thirdly impact of the perceived value on the intention of cross-buying; fourthly, role of the retail formats to the store image and perceived value; fifthly, the regulating role of the shopping orientations to the store image and perceived value.The conclusions of the empirical research included, first, the impact of the store image on perceived value. There was significant significant positive correlation between the store image and perceived value. The store image was positively correlated respectively with the practical value, social value and hedonic value. As for the image dimensions, the merchandise, service, price, convenience, promotion, atmosphere, facilities and reputation had significant positive impact on the perceived value with the largest influence coefficient went to the services, followed by merchandise, reputation, and the atmosphere, price, facilities, promotion and connivance. As far as different perceived values were concerned, goods, services, price, convenience, promotion, atmosphere and reputation had significant positive effects on practical value, but the relationship between the practical value and facilities was not significant; merchandise, services, price and reputation of social values have significant positive effects, but the convenience, promotion, and the atmosphere and facilities, such as the relationship between social values is not significant; goods, services, promotions, atmosphere, facilities and reputation had significant positive impact on the hedonic value, but the price and convenience didn’t show significant relationship with hedonic value.Secondly, Store image and willingness of cross-buying was significant positive correlated, that is, the better the store image is, and the stronger the willingness of cross-purchase is. In different dimensions of store image, the merchandise, convenience, reputation was positively correlated with cross-purchase willingness significantly, while the service, price, promotion, atmosphere and facilities didn’t show the significant relationship with cross-purchase willingness.Thirdly, between perceived value and intention of cross-buying existes a significant positive relationship? Practical value, social value and hedonic value showed the significant positive relationship with the cross-purchase willingness. The results of the analysis also indicated the intermediary role of the perceived value to the relationship between the store image and customers cross-purchase willingness. Among them, the practical value of merchandise, reputation showed significantly intermediary role to the relation between willingness of cross-purchase, and the practical value played a full intermediary role to the relationship between cross-purchase willingness and reputation.Fourthly, retail format played the regulating role to the relationship between store image and the perceived value. The effect of the store image on the perceived value was showed most obviously to the shopping center, followed by supermarket with the fewest effects on department stores. Retail format showed regulatory effects on the relationship between the dimensions of the image and perceived value. At department stores, the service has the greatest impact on perceived value, followed by the merchandise, atmosphere, reputation and price; at the supermarket, the service weighed largest to perceived value, followed by reputation, merchandise, facilities, atmosphere, promotion and price; at shopping center, the services impacted most on the perceived value, followed by merchandise, price, facilities, reputation and atmosphere. Through the further analysis to the internal structure of perceived value the results showed that, in the overall sample, variables which significantly affected the practical value contained merchandise, service, price, convenience, promotion, and the atmosphere and reputation; which significantly affected the social value contained merchandise, service, price and reputation, which significantly affected the hedonic value contained goods, services, promotion, the atmosphere, facilities and reputation. As far as the retail formats was concerned, in department stores, the factors significantly affecting the practical value of the orderly were service, convenience, facilities, price and promotion, among which facilities had a significant negative effect. The factors significantly impacting social values orderly were service, merchandise and reputation. The factors significantly impacting on the hedonic value were orderly atmosphere, merchandise, facilities, reputation and service. At a supermarket, the factors significantly impacting on practical value orderly were atmosphere, reputation, convenience and promotions. The factors significantly impacting on the social value were service, reputation in turn. The factors significantly impacting hedonic value orderly contained merchandise, facilities, reputation, promotions and the atmosphere. At shopping malls, price, services, connivance and commodities orderly significantly impact on practical value and only services had a significant impact on social value. Facilities, merchandise, reputation, the atmosphere and services significantly impacted on the hedonic value.Fifthly, the shopping-orientation played a regulating role to the relationship between the store image and perceived value. The effect of store image on the perceived value was showed more obviously to non-tasked customers. Shopping orientations played the regulating role to the relationship between store image and social values and relationship between the store image and the hedonic value. Customers with different shopping orientations possessed different perceived value on different dimensions of the store image, but were not showed statistically significant.There were three innovations in this paper. First, the study explored the cross-cultural application of the store image scale of department stores, supermarkets and shopping centers in three retail formats in China, which was a theoretical application innovation. According to the consumer’s evaluation and attitude toward the store image, the store image was divided into eight dimensions including merchandise image, services image, price image, facilitate image, promotion image, the atmosphere image, facilities image and reputation image. Second, image-perceived value-intention of cross-buying model were constructed which was the theoretical innovation of this article. Based on the logic of consumers’cognition-from the fragment to the whole, or from wholel to fragment, the store image was divided into eight dimensions and perceived value was divided into three aspects including practical value, social value and hedonic value. Thirdly, retail formats and shopping orientations were introduced as two variables of which the regulatory impact on relationship between the shop image and perceived value were studied, which provided the retail business with better ideas that how to conduct target marketing with the combination of format characteristics and the consumers behavioral characteristics.Combining with research findings, this paper put forward five pieces of advice on marketing for the retailers. The first, a good image of the whole shop should be shaped to build a competitive advantage. The second, the corporation attach importance to creation of multiple values to meet customer’s demands of multi-level. The third, the corporation should begin with the store image dimensions combining with format characteristics and find out the different positioning points. The fourth, service management should be strengthened and characteristics of the service system and network should be constructed. The fifth, different optimization strategies of the store image should be designed for different shopping orientation groups.更多还原