营销刺激感知对零售商权益的影响商店知识的视角.pdfVIP

预测 Vo l. 28. No.5 FORECASTING 2009 年第 5 期 营销剌激感知对零售商权益的影响:商店知识的视角 果锦峙， 膏朝阳 (武汉科技学院经济管理学院，湖北武汉 430073) 摘 要:本文从商店知识的视角探讨了营销剌激感知对零售商权益的影响。首先，我们将零售商权益维度整合 成商店知识和零售商忠诚两个构件，并提出了营销剌激感知对零售商权益影响的理论模型。在模型中.管销 剌激感知影响商店知识，商店知识又与零售商忠诚存在关联。我们通过武汉大型综合起市顾客的问卷调查，采 用暴子LlSREL 统计分析软件的结构方程模型，付研究假设进行了段证。研究发现，便利性、商店声誉、商店设 施、感知价格和人员服务通过商店知识对零售商忠诚施加积极的影响，表明这 5 种营销剌激感知是本售商权益 的驱动因素。最后我们讨论了对零售企业管理零售商权益的启示。 关键词:商店知识;消费者行为;营销剌激感知;零售商权益;零售品牌权益 中团分类号:凹13.50 文献栋i只码:A 文章编号: 1003-5192(2009) 05-0065-07 Impact of Perceived Marketing StimuIi on Retailer Equity: Perspective of Store Knowledge WU Jin.feng , XU Chao刷yang ( School of Economics and M剧。:gement. Wuhan Universìty 01 Scìence and Engineerìng. Wuhan 430073. China) Abstract: This sludy explores the impact of perceived marketing stimuli on retailer equity from perspective of 8tore knowledge. B幽ín事 inlegration of retailer equity dimensions into lwO constructs: store knowledge and retailer loyalty. the authors propose a theoretical model in which perceived marketing stimuli positively affect slore knowledge. that is. retail幽 er awareness , retailer associations , retailer perceived quality. These dimensions are then related 10 retailer loyalty. The empirical tests using a structural equation model support the re8earch hypotheses. The results indicate that convenience. reputation. physical faciliti脯， perceived price and personnel service positively affect retaíler loyalty through the medía- ting role of store knowledge a8 antecedents of retailer equity. Some implications of findings are al80 discussed final1y. Key words:store knowledge; consumer behavior; pe