场景化架构零售商业模式研究

文章在对场景理论进行回顾的基础上，确立了场景化架构的三要素：空间、产品和消费者，刻画了场景化架构的架构属性：空间的审美性、产品作为场景文化价值载体的媒介性、消费者对场景传达的文化价值的认同性，构建了场景化架构零售商业模式的理论模型。实证研究表明场景化架构理论模型各变量具有很好的聚合效度和区别效度，也验证了新颖性和互补性在场景化架构对体验价值创造影响的中介作用。文章的主要贡献在于提出了场景化架构这一构念，并构建了场景化架构零售商业模式的理论模型，探索和验证了该商业模式实现价值创造的内在机理，同时验证了在以往实证研究中对商业模式价值属性讨论极少的互补性是一个重要的中介变量。

Research on Scenarized Architecture Retail Business Model

Based on the review of the scene theory, this paper discerns the three elements of scenarized architecture: space, product and consumer, depicts the architectural attributes of scenarized architecture: the aesthetic of space, the media of product as the carrier of scene culture value, and the identity of consumers to the cultural value conveyed by scene, constructs a theoretical model of scenarized architecture retail business model, validates the robustness of the construction of scenarized architecture in the empirical study, and also verifies the mediating effect of novelty and complementarity on the impact of scenarized architecture on the creation of experiential value. The main contribution of this paper is the proposal of the concept of scenarized architecture, the construction of a theoretical model of scenarized architecture retail business model, and the exploration and verification of the intrinsic mechanism of the business model to realize value creation. Meanwhile, it proves that the complementarity of business model value attributes discussed rarely in previous empirical studies is an important mediator variable.