卖场环境对顾客购物情绪和行为影响的实证研究

发布时间：2018-01-13 22:07

本文关键词：卖场环境对顾客购物情绪和行为影响的实证研究　出处：《广东农工商职业技术学院学报》2016年04期 　论文类型：期刊论文

【摘要】：卖场环境是消费者做出购买决策的最直接和潜在的影响因素,它贯穿了顾客购物的全过程,并且还能给顾客留下不一样的感受,在购物的整个过程中,顾客的购物情绪、由于情绪产生的购物体验继而产生的购物认知,最后到顾客的购买行为都是受到卖场环境的直接影响。以购物卖场为研究的对象,从顾客的角度出发,以探究零售卖场购物环境的构成要素及评价体系,以S-O-R(刺激一感知一反应)模型为基础,特别注意观察三类环境要素:环境信号、设计信号和社交信号。从实证研究角度,用问卷调查、观察法和访谈法等方法,分析卖场环境对情绪反应以及购物行为的影响机理,研究结论包括了零售卖场的三要素对顾客情绪和行为都会有显著影响等。
[Abstract]:The selling environment is the most direct and potential influencing factor for consumers to make purchase decisions. It runs through the whole process of customer shopping, and it can also leave customers different feelings, in the whole process of shopping. The customer's shopping emotion, the shopping experience caused by the emotion and the shopping cognition, and finally the customer's purchase behavior are all directly influenced by the shopping environment, and the object of study is the shopping mall. From the customer's point of view, in order to explore the elements of the retail shopping environment and evaluation system, based on S-O-R (stimulus-perception-response) model. Special attention was paid to observing three kinds of environmental factors: environmental signal, design signal and social signal. From the perspective of empirical research, questionnaire survey, observation and interview were used. This paper analyzes the influence mechanism of selling environment on emotional reaction and shopping behavior, and concludes that the three elements of retail store have significant influence on customer's emotion and behavior, and so on.
【作者单位】：广东农工商职业技术学院;华南师范大学;
【分类号】：F721.7;F713.55
【正文快照】： 一、文献评述(一)卖场环境早在1977年,“服务生产模型”(Pierre EiglierEriclangeard)的提出就代表了最早的关于服务水平和顾客行为关系的研究,它考虑了服务水平对顾客消费产生的影响,指出“产品、价格、渠道、促销”传统4Ps营销理论的基本因素已经不能满足顾客,顾客才是处在

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