店铺自我认同概念界定与测量的探索性研究

商业集聚内的许多小店铺以自己的经营理念来组织备货，将店铺信息传递给消费者，在这一经营过程中，零售商店铺自我认同起着重要作用。但是，店铺自我认同的概念和测量问题几乎还没有学者研究。文章借鉴品牌自我认同的概念，将店铺作为一种品牌，界定了店铺自我认同的概念，明晰了店铺自我认同和店铺印象的关系，并对店铺自我认同这一构念进行了初步的测量。

An Exploratory Study on the Concept and Measurement of Store Identity

In retail agglomerations, many retailers organize their assortments and communicate with customers in their own business philosophy. During this process, store identity plays a vital role. But till now, few scholars have focused on the concept and measure of store identity. We borrow theory from brand identity and view store as a brand. We define the concept of store identity and clear the relationship between store identity and store image. Also, a preliminary measuring tool is developed for measuring store identity.