现代市场营销

Vol.4 No.4 (November 2014)

商店形象对消费者惠顾行为影响的研究评述及展望
The Impact of Store Image on Consumer Behavior: A Review

 

作者:

王蒙霞 :同济大学经济与管理学院,上海

 

关键词:

商店形象惠顾行为商店形象属性Store Image Consumer Patronage Behavior Store Image Attributes

 

摘要:

在西方,商店形象已经历了近半个世纪的研究,而在中国,针对商店形象的研究则显得相对滞后。本文从商店形象概念的梳理,商店形象的属性维度构成,综述商店形象如何影响消费者惠顾行为,并提出在中国环境下,商店形象对消费者惠顾行为影响这一议题的未来研究方向。

Store image has been the subject of research over the last 50 years in western academics. However, it seems a little bit hysteretic in Chinese academics. The primary purpose of this review is to de-scribe the definition of store image, illustrate the dimensions of store image and provide an over-view of how store image influence consumer patronage behavior. Combining with Chinese cir-cumstance, we give some suggestions to future research.

文章引用:

王蒙霞 (2014) 商店形象对消费者惠顾行为影响的研究评述及展望。 现代市场营销, 4, 67-73. doi: 10.12677/MOM.2014.44011

 

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