迪卡侬运动超市购物体验对购买意愿的影响研究

发布时间：2018-03-29 14:34

本文选题：迪卡侬　切入点：购物体验　出处：《上海体育学院》2017年硕士论文

【摘要】：近年来随着运动超市在国内的快速发展,顾客开始关注他们在购物过程中获得的购物体验。因为运动超市具有独特的体验性质,我们已经不能够以传统零售的视角对店内购物体验进行相关研究。国内最早且最具代表性的运动超市为法国奥克西兰集团下的迪卡侬体育用品公司。虽然体育超市进入中国已经十余年,但在该领域却并没有出现能够与迪卡侬竞争的运动超市。俄罗斯和瑞士的两家国际运动超市巨头在中国的发展规模以及速度均远不如迪卡侬,迪卡侬目前开店数量两百余家,计划在2020年开设门店500家,发展速度极快。因此想要对运动超市的发展进行研究,迪卡侬是一个很好的选择。迪卡侬的发展模式在国内仍然非常新颖。目前关于运动超市的研究普遍偏少,而涉及到运动超市购物体验和购买意愿这个视角的研究则显得更加地少。全产业一体化是迪卡侬发展迅速的关键,但同时如何提高顾客体验以促进购买意愿也是这类运动超市发展过程中需要关注的点。本文主要研究运动超市购物体验与顾客感知价值和购买意愿三者之间的关系,并借鉴前人的研究,参考了Terblanche的店内购物体验的5个维度,并进行了相应的修改,使其符合研究需要,建立假设模型。然后对上海地区的迪卡侬门店进行了关于购物体验和购买意愿的相关调查,对其中具有代表性的5家零售门店进行问卷发放,最后通过SPSS和结构方程模型进行验证。研究结果显示:1.迪卡侬店内购物体验的5个维度(人员接触、商品价值、店内环境、商品组合、投诉处理)中只有商品价值、商品组合和投诉处理三个维度正向影响购买意愿;而人员接触和店内环境并不能直接影响顾客购买意愿。2.店内购物体验中的店内环境没有对功能价值产生显著影响,但5个维度对情感价值均有显著的正向影响。3.顾客感知价值中的功能价值和情感价值对购买意愿有着显著的正向影响。文章根据结论提出相应的建议:1.运动超市需创造良好的购物体验。对于购物体验特色明显的迪卡侬,在平时应加强各运动种类体验区的建设与维护;2.关注顾客的情感价值和功能价值。销售人员应该加强学习相应的产品知识并为顾客推荐最合适的产品;而在投诉处理上,一定要确保程序的规范,减少顾客投诉,使顾客满意。3.超越顾客现有的期望。提升店与店之间的合作,最大限度地提升顾客满意度。
[Abstract]:In recent years, with the rapid development of sports supermarkets in China, customers begin to pay attention to the shopping experience they get in the process of shopping. The earliest and most representative sports supermarket in the country is the Decathlon sporting goods company under the group of Occidental, France. Although sports is super. It has been more than ten years since the city entered China. However, there are no sports supermarkets that can compete with Decathlon in this field. The two international sports supermarket giants in Russia and Switzerland are far less developed in China than those in China. There are more than 200 stores opened by Decathlon at present. Plan to open 500 stores by 2020, which is growing very fast. So I want to study the development of sports supermarkets. Decathlon is a good choice. The development model of Decathlon is still very new in China. At present, the research on sports supermarket is generally on the low side. However, the research on the shopping experience and purchase intention of sports supermarkets is much less. The whole industry integration is the key to the rapid development of Decathlon. But at the same time, how to improve the customer experience to promote the purchase intention is also the focus of attention in the development of sports supermarket. This paper mainly studies the relationship between the shopping experience of sports supermarket and customer perceived value and purchase intention. Referring to the previous studies and referring to the five dimensions of Terblanche's in-store shopping experience, the corresponding modifications are made to meet the needs of the research. A hypothetical model was established. Then, a survey was conducted on the shopping experience and purchase intention of the Decathlon stores in Shanghai, and a questionnaire was sent out to 5 representative retail stores. Finally, it is verified by SPSS and structural equation model. The results show that there is only the value of goods in the five dimensions (personal contact, commodity value, in-store environment, commodity combination, complaint handling) of the shopping experience in the Decathlon store. The three dimensions of portfolio and complaint processing positively affected the purchase intention, while the personal contact and the in-store environment did not directly affect the customer's purchase intention .2. the in-store environment in the in-store shopping experience did not have a significant impact on the functional value. However, the five dimensions have significant positive influence on emotional value. 3.Functional value and emotional value in customer perceived value have significant positive influence on purchase intention. This paper puts forward corresponding suggestions according to the conclusion: 1. Need to create a good shopping experience. For the shopping experience with obvious characteristics of the Decathlon, At ordinary times, we should strengthen the construction and maintenance of the experience areas of various sports types. 2. Pay attention to the emotional and functional values of the customers. The salespeople should strengthen the study of the corresponding product knowledge and recommend the most suitable products for the customers; however, in the handling of complaints, Make sure that procedures are standardized, reduce customer complaints, and make customers satisfied. 3. Exceed existing customer expectations. Enhance cooperation between stores and maximize customer satisfaction.
【学位授予单位】：上海体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F717.6;F713.55

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