价格促销对商店整体价格形象的影响:理论与实证研究回顾

商店整体形象是商店在消费者心目中的定位,是一个零售商差异化竞争对手、影响消费者惠顾行为的一个关键因素,而价格形象是构成商店整体形象的要素之一。本文回顾了商家价格促销对商店价格形象影响方面的文献,并在此基础上提出了未来相关研究方向的建议。     

连锁共享核心能力中的总部与加盟店博弈分析

连锁形式中,总部与加盟店之间维系关系的根本就是共享总部的核心能力,在连锁共享核心能力中的总部与加盟店之间的监督与被监督、竞争与合作的互动关系的好坏将会直接影响共享的成败,因此描述与研究这种关系对于连锁加盟的各方都有非常重要的意义。本文建立混合战略博弈模型对于这种竞争合作关系进行了深入研究,揭示了其中的一些规律,其结论对于连锁企业的经营有很重要的参考价值。     

上海市连锁商业自有品牌发展战略研究

从本世纪初以来,自有品牌经营成为上海市连锁零售业发展的特色之一。基于描述性统计的实证调查表明,自有品牌已经渗透到了上海连锁零售业的几乎所有现代零售业态当中,而且在业态、品类分布、定位和竞争战略、品牌策略和营销组合等方面都表现出了不同的发展特点。文章在宏观层面上提出了加强市场引导、强化质量监督、支持本土连锁商业发展的政策建议,并对连锁零售业提出了转变观念,积极开发;明确定位,差异竞争;整合品牌,协同发展等营销对策。     

Scarcity signaling in sales promotion: An evolutionary perspective of food choice and weight status

Obesity rates are increasing worldwide, with an alarming number of associated co-morbidities and deaths. Evolutionary psychology explains this development with an inherent preference for fatty and sweet foods. Recent evidence shows that consumers with a low socioeconomic status are more prone to being obese, but also that consumers with few resources respond more to scarcity signals. Based on this background, this paper investigates whether overweight individuals with a low income respond more to scarcity signaling in terms of sales promotions than others.To this end, a large-scale online survey was conducted across four food product categories in the setting of an online supermarket. Results show that overweight or obese individuals with low income levels responded more strongly to scarcity signaling. The findings inform researchers in terms of explaining different responses to sales promotions and support practitioners in aligning sales promotions to target group-specific behavior.     

Hurry up! The effect of pop-up stores’ ephemerality on consumers’ intention to visit

Retail has responded to the continuing shift in consumer preferences toward ephemerality and immediacy with pop-up stores: temporary, experiential store formats. Considering pop-ups’ widespread application, it is important to identify which store characteristics attract visitors. Research has pinpointed the pop-up experience as affecting consumer behavior. However, experience does not exclusively define pop-ups but applies to all experiential stores. Our work suggests that pop-ups’ distinguishing feature – ephemerality – leads consumers to anticipate limited product assortments, thus driving intention to visit. Considering pop-ups’ target group – consumers with a high need for uniqueness (NFU) – an exclusive, limited product assortment has a stronger effect on intention to visit for consumers with a high NFU.     

Intra-household task allocation in online grocery shopping: Together alone

This paper explores how households organize the process of e-grocery buying in a click-and-collect context, down to the level of the two main subtasks: the online ordering and the picking-up. Self-collected survey data on 112 users of Belgian click-and-collect services first provide a quantitative perspective. But we primarily exploit in-depth interviews with 15 households. Both our quantitative and qualitative findings indicate that women today are still the main responsible for grocery shopping, even in an online context. Especially the ordering is a woman's task; the collecting is more equally divided across genders. But the key result is that couples exploit the opportunities for further task division provided by e-grocery shopping. In our survey we find that in 72.5% of the couples both partners are involved in the process, but that in roughly three quarters of these cases at least one of the tasks is performed independently. In other words, many couples do it ‘together alone’. Our qualitative analysis further shows that the roles of the partners have become more fixed, in that subtasks are assigned exclusively to one partner. As for the reasons behind the task allocation, we find indications of the relevance of time availability, relative resource, and gender arguments (respectively, the presence of young children, imbalances in educational status and income, and traditional roles), but also of purely pragmatic reasons.     

Exploring consumers’ subjective shopping experiences in directly operated luxury brand stores

Customers’ in-store shopping experiences are critical for luxury brand success. Research on the creation of experiential value in retailing finds clear differences in the cues contributing to delightful consumer experiences depending on the retailing sector. A management perspective dominates research in luxury retailing, while research on consumers’ subjective luxury shopping experiences is scarce. This study contributes to filling the gap regarding consumers’ subjective experiences through a qualitative inquiry into shoppers’ accounts of experiences in luxury brand stores. The study finds that the major determinants of a delightful shopping experience in luxury stores are extraordinary service excellence, unique multi-sensory emotional stimulation conforming to the brand, and a feeling of personal importance and assurance. The study demonstrates the importance of a holistic individual experience in helping shoppers become immersed in the brand universe through all their senses.     

Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation

The study proposes a comprehensive model framework, Online Customer Experience-Attitude Behaviour Context model for online grocery retailing in a digital scenario. The research also studies the concept of value co-creation in a moderated mechanism. Data was collected from 526 respondents buying groceries online. Analytical Hierarchy Process, SPSS 23, AMOS 22 and PROCESS Macro were applied for further analysis, testing the hypothesis and model formulation. The results reveal that the antecedent's convenience, recovery, and delivery experience impacted the attitude significantly. The emerging concept of value co-creation influenced the overall relationship between the antecedent of Online Customer Experience and attitude but at lower level of value co-creation. Thus, suggesting that involving customers time to time in co-creating a delighting Online Customer Experience may be a good strategy for the online grocery retailers to elevate online customers' attitude and repurchase intention.     

Sustainable Development in Retailing: What is the Impact on Store Choice?

Sustainability is gaining ground in the food retail industry. But empirical studies on sustainable development in retailing are rare when it comes to highlighting the customer's perspective. This paper investigates the impact of sustainability initiatives on store choice. We report from a web‐based conjoint experiment with 153 customers from Austria, Germany and Switzerland and investigate 1224 choice‐decisions conducted between June and October 2009. We find that sustainability is more than a soft topic and has a hard impact on customers’ store choice. In particular we show that price is not of paramount importance when it comes to store choice, and if retailers consider different sustainability measures they can have a positive impact on store choice. We propose that retailers incorporate matters of sustainability in general management and performance‐oriented management. Further, more detailed implications apply. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment     

What threatens retail employees' thriving at work under leader‐member exchange? The role of store spatial crowding and team negative affective tone

Thriving at work is a positive psychological state that captures employees' joint experience of learning and vitality. Building on the socially embedded model of thriving , we first propose the positive relationship between leader‐member exchange (LMX) and retail employees' thriving at work. We then explore store spatial crowding as a contextual constraint on this relationship. To better reveal this contextual impact, we further contend that team negative affective tone mediates the cross‐level moderating effect of store spatial crowding on the LMX–thriving linkage. Using two‐wave survey data collected from retail employees and their store managers across 89 stores of a grocery retail chain, we found empirical evidence on our multilevel‐mediated moderation model. This study highlights the importance of considering wider contextual features as boundary conditions to thriving. Our results suggest theoretical modifications to the existing thriving model and offer implications on the practical interventions that retailing organizations can take to develop a thriving workforce.