人员服务与店铺印象关系研究——基于消费情感的分析

被引：2

作者：

侯旻

机构：

[1] 浙江工商大学工商管理学院

来源：

商业经济研究 | 2015年 / 12期

关键词：

人员服务; 消费情感; 店铺印象; 百货店;

D O I：

暂无

中图分类号：

F721 [商业经济体制和组织]; F274 [企业供销管理]; F224 [经济数学方法];

学科分类号：

020205 ; 1202 ; 120202 ; 0202 ; 1201 ; 0701 ; 070104 ;

摘要：

本文基于文献研究,提出人员服务与店铺印象之间的关系假设,认为人员服务对店铺印象有正向影响,以及消费情感在二者关系中发挥中介作用和调节作用的假设。本文对大连、北京、长春等地百货店进行了问卷调查,共收集到有效问卷530份,采用多元线性回归分析对假设进行了验证,发现:人员服务显著地影响店铺印象;愉快、唤起、支配消费情感对店铺印象的不同维度有显著影响;消费情感在人员服务质量对店铺印象之间发挥了中介作用,而其调节作用并不显著。研究结论对实体零售店通过提升消费者购物体验而增加消费者惠顾的实际经营有着指导与借鉴作用。

引用

页码：78 / 81

页数：4

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