购物中心主题营销活动中顾客体验对顾客契合的影响研究

发布时间：2018-03-12 19:09

本文选题：购物中心　切入点：主题营销　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着国民经济的发展以及城市化进程的推进,购物中心日益成为国民购物休闲娱乐的场所。与侧重购物消费的传统百货店不同,购物中心更加重视顾客体验,为顾客提供餐饮、娱乐、教育等一系列体验服务,因此购物中心受到更多消费者的青睐。近年来,为了进一步提升顾客体验,吸引更多的顾客,许多购物中心开始举办各种主题营销活动。主题营销活动是指购物中心通过有意识地发掘、利用或创造某种特定主题开展娱乐化的体验活动,满足消费者休闲放松、增长知识等精神需求。已有实践表明,主题营销活动确实为购物中心吸引了更多顾客并带来了良好的收益。对于购物中心而言,若想充分发挥主题营销活动的作用,需要了解主题营销活动具体给予顾客哪些体验,顾客契合的意义以及顾客体验对顾客契合有何影响。本研究以购物中心主题营销活动为研究对象,在综述国内外学者对顾客体验维度划分的基础上,结合购物中心主题营销活动的具体情景,将情感体验、认知体验、感官体验和社交体验作为顾客体验的维度。以顾客体验为自变量,顾客满意为中介变量,顾客契合为因变量,构建了顾客体验、顾客满意和顾客契合的作用机理模型,提出了研究假设并设计了研究量表。随后通过对388份有效问卷数据的分析,包括描述性统计分析、信度效度分析、回归分析和方差分析,完成了对研究模型和假设的检验。得到的研究结论为:顾客体验的四维度均对顾客契合产生直接的正向影响;顾客满意作为中介变量,在顾客体验与顾客契合之间起中介作用。根据研究结论,本研究对购物中心主题营销活动的设计和管理提出了相应的指导建议。本研究有利于购物中心深入认识主题营销活动给顾客带来的体验,以及顾客体验对顾客契合的影响。通过有意识地设计主题营销活动提升顾客体验,促进顾客契合,从而增加竞争优势,提升整体效益。
[Abstract]:With the development of national economy and the advancement of urbanization, shopping centers are increasingly becoming the places of national shopping, leisure and entertainment. Unlike the traditional department stores, which focus on shopping and consumption, shopping centers pay more attention to customer experience and provide food and beverage for customers. Entertainment, education and other experience services, so shopping centers are favored by more consumers. In recent years, in order to further enhance the customer experience, attract more customers, Many shopping centers begin to organize various kinds of themed marketing activities. Themed marketing activities mean that shopping centers develop entertainment activities by consciously exploring, utilizing or creating a specific theme to satisfy the leisure and relaxation of consumers. It has been shown that the themed marketing activities attract more customers and bring good benefits to the shopping center. For the shopping center, if you want to give full play to the role of themed marketing activities, It is necessary to understand what experiences the themed marketing activities give to customers, the significance of customer fit and the impact of customer experience on customer fit. On the basis of summarizing the division of customer experience dimension between domestic and foreign scholars, combined with the specific situation of shopping center theme marketing activities, the emotional experience, cognitive experience, Taking customer experience as independent variable, customer satisfaction as intermediary variable and customer fit as dependent variable, the functional mechanism model of customer experience, customer satisfaction and customer fit is constructed. Then 388 valid questionnaire data were analyzed, including descriptive statistical analysis, reliability and validity analysis, regression analysis and variance analysis. The results show that the four dimensions of customer experience have a direct positive impact on customer fit, and customer satisfaction is an intermediary variable. Act as an intermediary between customer experience and customer fit. This study provides some guidance and suggestions for the design and management of themed marketing activities in shopping centers. This study is helpful for the shopping centers to understand the experience brought by themed marketing activities to customers. And the impact of customer experience on customer fit. By consciously designing themed marketing activities to enhance customer experience, promote customer fit, thereby increase the competitive advantage and enhance the overall efficiency.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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