基于消费者认知的零售店铺印象形成过程拆解

基于消费者认知的零售店铺印象形成是解释消费者购买决策行为的重要内容,消费者对零售店铺印象的形成源于其对店铺重要属性的感知和三个认知参照标准:消费者以往的购物经历、零售店铺业态、店铺选址环境,这三个方面从不同的视角影响着消费者对零售店铺重要属性的判断和整体店铺印象的形成。本文在理顺以往学者研究结论的基础上,拆解并理顺了消费者零售店铺印象的形成过程。

Research on Formation Process of Retail Store Image Based on Consumer Cognition

The formation of retail store image based on consumer cognition is an important component in explaining customer′s purchase intentions,and stems from the customer′s perception of the key attributes of stores and three cognitive reference standards: shopping experiences,retail store formats and store location environment,which influence customer′s judgment on the important attributes of retail stores and the formation of whole store image from different angles.Based on summarizing the previous research conclusions,this paper dissects and clarifies the formation process of customer′s retail store image.