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| 从购买风险感知理论解释商业集聚对店铺印象的影响 | |
| 引用本文： | 赵晓民,吴小丁,窦文宇,王光平.从购买风险感知理论解释商业集聚对店铺印象的影响[J].商业经济与管理,2011(2):5-13. |
| 作者姓名： | 赵晓民 吴小丁 窦文宇 王光平 |
| 作者单位： | 1. 吉林大学,商学院,吉林,长春,130012 2. 香港城市大学,商学院,香港,999077 3. 美国宾西法尼亚州立大学,美国,15122 |
| 基金项目： | 吉林省社会科学基金项目“吉林省大中型企业品牌关系质量研究”(2009B006); 浙江工商大学现代商贸研究中心教育部省部共建人文社会科学重点研究基地2009年度资助项目(09JDSM22YB) |
| 摘 要： | 商业集聚印象必然会影响集聚中的店铺印象,这个现象可以用购买风险感知理论进行解释。文章将消费者购买风险感知引入店铺印象转移模型中,从消费者心理的角度,探查商业集聚印象对店铺印象的影响原因,通过比较消费者在不同背景下购买心理的变化,揭示店铺印象转移产生的本源。结论得出:购物风险感知在百货店印象转移中起调节作用,在专业店印象转移中起中介作用。 |
| 关 键 词： | 商业集聚 店铺印象 印象转移 购买风险感知 |
The Impact of Cluster Image on Store Image: A Shopping Risk Perception Theory Explanation |
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| ZHAO Xiao-min,WU Xiao-ding,DOU Wen-yu,WANG Guang-ping.The Impact of Cluster Image on Store Image: A Shopping Risk Perception Theory Explanation[J].Business Economics and Administration,2011(2):5-13. | |
| Authors: | ZHAO Xiao-min WU Xiao-ding DOU Wen-yu WANG Guang-ping |
| Institution: | ZHAO Xiao-min1,WU Xiao-ding1,DOU Wen-yu2,WANG Guang-ping3(1.Business School,Jilin University,Changchun 130012,China,2.City University of Hong Kong,Hong Kong 999077,3.Pennsylvania State University,15122,U.S.A.) |
| Abstract: | The image of a retail cluster may influence,or be transferred to,the image of individual stores within the cluster,and this may be explained by the framework of shopping risk theory.A 2×2 experiment was conducted by taking cluster image and store type as independent variables and store image and shopping risk as dependent variables.A sample of 89 undergraduates was divided at random into four treatment conditions.The findings suggested that the risk perception has different roles in the image transfer process,and it is a moderator variable in department store image transference,but a mediator variable in specialty store image transference. |
| Keywords: | retail cluster store image image transference shopping risk |
| 本文献已被 CNKI 万方数据 等数据库收录！ | |