标题:
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
关键字:
商店形象, 惠顾行为, 商店形象属性Store Image, Consumer Patronage Behavior, Store Image Attributes
期刊名称:
《Modern Marketing》, Vol.4 No.4, 2014-11-28
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.