摘 要：国内外对店铺环境与自我一致性的研究较为丰富，一系列实验研究表明店铺环境对消费者的购买意愿、顾客满意与忠诚等变量存在正向影响关系；自我一致性的研究发现当产品品牌个性与消费者的自我概念一致时，就会产生对企业产品的购买意愿继而产生顾客忠诚的态度。顾客购买意愿与顾客忠诚作为企业经营绩效考核的一个方面，对企业经营绩效有着正向影响关系。因此，虽然没有有关店铺环境、消费者自我一致性对零售企业经营绩效直接影响关系的研究十分少见，但可以通过中间变量的顾客购买意愿、顾客忠诚进行相关研究。
关键词：店铺环境、自我一致性、购买意愿、顾客忠诚、经营绩效
Abstract: At home and abroad on store environment and self consistency of relatively rich, a series of experimental studies show that store environment on consumer’s purchase intention, customer satisfaction and loyalty variables exist positive correlation; self consistency study found that when the product brand personality and consumer self concept is consistent, can produce products for enterprise purchase intention then to create customer loyalty attitude. The customer wishes to purchase and customer loyalty as business performance assessment of a hand, on business performance have positive influence. Therefore, although no store environment, consumers’ self consistency to retail enterprises operating performance directly influence the study of the relationship between is very rare, but can be through the intermediate variable of customer purchase intention, customer loyalty research.
Keywords: Shop environment, self- consistency , willingness to buy, customer loyalty , business performance
