店铺环境、消费者自我一致性对零售企业经营绩效
的关系研究
摘 要：本文在对店铺环境、消费者自我一致性相关文献研究的基础上，对店铺环境、消费者自我一致性与企业经营绩效可能存在的关系提出相关的研究假设。本文通过文献研究将消费者购买意愿、顾客忠诚引入到本论题的研究中，分析研究店铺环境、消费者自我一致性对零售企业经营绩效之间直接、间接的影响关系。本文主要采用实证研究的方法，对本文论题的研究假设进行验证。实证研究中，结合以往的研究，借鉴成熟的量表体系，形成针对店铺环境、消费者自我一致性、经营绩效等各变量的测量量表，对杭州市6家超市以及136位当地消费者进行问卷调查收集数据，并通过数理统计方法对收集数据进行因子分析、相关分析、回归分析等数理统计方法处理数据。结果显示店铺环境、消费者自我一致性通过消费者购买意愿、顾客忠诚的中介作用对零售企业经营绩效产生间接正向影响。而店铺环境、消费者自我一致性对企业经营绩效没有直接的正向影响关系。
关键词：店铺环境、消费者自我一致性、购买意愿、顾客忠诚、经营绩效
The research shop environment, consumer self-consistency on the retailers’ performance relationship
Abstract: On the basis of the shop environment, consumer self-consistency literature, the possible relationship of the store environment, consumer self-consistency and enterprise business performance-related research hypotheses. Literature of consumer purchase intentions and customer loyalty is introduced to the study of this topic, analysis of the store environment, consumer self-consistency between the retailers’ performance, the indirect impact of the relationship. This paper uses the methods of empirical research, research hypotheses to topics in this article. Empirical research, combined with previous studies, learn from the mature scale system, the formation of scale for the measurement of the shop environment, consumer self-consistency, operating performance and other variables, six supermarkets in Hangzhou City, as well as 136 local consumers. questionnaire to collect data, and mathematical statistical methods to collect data for factor analysis, correlation analysis, regression analysis and other mathematical statistical methods to process data. The results showed that the store environment, consumer self-consistency of consumers’ purchase intention, the intermediary role of customer loyalty have an indirect positive effect on retail business performance. Shop environment, consumer self-consistency is no direct positive impact on business performance.
Keywords: store environment, consumer self-consistency, willingness to buy, customer loyalty and business performance
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