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消费者购物价值是零售企业建立和保持顾客忠诚,以及获取市场竞争优势的关键因素。本文在文献回顾、深度访谈和问卷调查的基础上,通过实证研究发现消费者购物价值由功能性购物价值、享乐性购物价值和社会性购物价值组成,从而验证了消费者购物价值三维结构假说。并且,实证分析进一步表明不同性别和惠顾频率的消费者群体对购物价值的感知具有差异性。这些研究结论对零售企业的营销实践有重要启示。
Consumer shopping value is the key factor for retail enterprises to establish and maintain customer loyalty and gain market competitive advantage. Based on the literature reviews, in-depth interviews and questionnaires, this study finds that consumer shopping value consists of functional shopping value, hedonic shopping value and social shopping value through empirical research, which verifies the three-dimensional structure hypothesis of consumer shopping value. And, empirical analysis further shows that consumer groups with different gender and patronage frequency have different perceptions of shopping value. These findings have important implications for retail marketing practices.