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MOM  >> 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

  • 全文下载: PDF(343KB) HTML    PP.67-73   DOI: 10.12677/MOM.2014.44011  
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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. 商店形象对消费者惠顾行为影响的研究评述及展望[J]. 现代市场营销, 2014, 4(4): 67-73. http://dx.doi.org/10.12677/MOM.2014.44011

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