B28.相邻选址店铺间波及惠顾研究-魏胜 吴小丁.pdf

相邻选址的店铺间波及惠顾研究 魏 胜 （通讯作者），哈尔滨商业大学管理学院，管理学博士，讲师 通讯地址：哈尔滨市松北区学海街1号哈尔滨商业大学管理学院，邮编：150028 联系电话 电子邮箱：victory-wei@163.com 吴小丁，吉林大学商学院市场营销系，经济学博士，教授 通讯地址：长春市前进大街2699号吉林大学商学院，邮编：130012 联系电话：0431 电子邮箱：xiaoding_wu@126.com 摘 要：零售需求外部性使得波及惠顾存在于多个店铺之间，但波及惠顾的影响因素及其 作用机理还鲜有学者研究。本研究基于零售惠顾和品牌间溢出效应的相关理论探究印象相 似性对店铺间波及惠顾的影响。采用实验法获取购物体验数据。分析结果表明，主力店和 非主力店之间的印象越相似，被主力店吸引来的顾客波及非主力店的程度越高；主力店吸 引来的顾客体验到较高的非主力店自我印象一致时，波及惠顾的程度越高，且不受在主力 店是否购买的干扰。 关键词：波及惠顾，多店铺自我印象一致，印象相似性 ResearchonInter-storeSpilloverpatronage ofAdjacentLocation WEISheng Lecturer Ph.D.ofManagement ManagementSchool HarbinUniversityofCommerce. Address: Management school Harbin University of Commerce 1# Xuehai Street Harbin 150028. Tel E-Mail:victory-wei@163.com WUXiaoding ProfessorofMarketing Ph.D.ofeconomics BusinessSchool JilinUniversity. Address:Businessschool JilinUniversity,2699#Qianjin Street Changchun,130012. Tel:0431 E-Mail:xiaoding_wu@126.com Abstract: Spillover patronage exists among mutil-stores due to retail demand externalities. However the factors and effect mechanism of spillover patronage are still in their infancy. We explore the effect of image similarity on inter-store spillover patronage based on the theory of retailpatronage andbrand spillovereffect.The studyadoptedexperimentalmethodto getdataof shopper’sexperience.Thefindingsareasfollows:(1)Themoresimilartheimagebetweenanchor store and non-anchor store the higher the spillover patronage is. (2) The customers which are attracted by anchor store experience high level non-anchor store self-image congruence the spilloverpatronagewillbehigher andwillnotbedisturbedbywhethertoshopinanchorstore. Keywords:Spilloverpatronage Multi-storeself-imagecongruence Imagesimilarity 相邻选址的店铺间波及惠顾研究 摘 要：零售需求外部性使得波及惠顾存在于多个店铺之间，但波及惠顾的影响因素及其 作用机理还鲜有学