感知差异化对零售店顾客惠顾与支付意愿影响机理研究

本文在零售顾客感知归类模型的基础上构建了顾客感知差异化对惠顾与溢价支付意愿影响机理的理论模型,并通过大规模调查,运用结构方程及回归分析对该模型进行检验.研究结果显示感知差异化与享乐性价值、功用性价值、店铺印象存在正相关关系,而享乐性价值、功用性价值、店铺印象与惠顾意愿、溢价支付意愿的关系受到场所依赖的部分中介作用.本文还发现在高顾客介入情境下,功用性价值对场所依赖的影响程度削弱,店铺印象对场所依赖的影响增强.

Study on the Impact Mechanism of Perceived Differentiation on Retail Customer Patronage and Payment Intention

This paper has constructed the theoretical model of the impact mechanism of perceived differentiation to retail customer's patronage intentions and willingness to pay a premium on the basis of the retail customer perception and categorization model.Through mass survey and the use of structural equation modeling and regression analysis,this paper has tested the theoretical model.The results show that there is positive correlation between perceived differentiation and hedonic value,also with utilitarian value...