享乐主义_功利主义购物价值与零售品牌忠诚度研究——基于上海百货业的实证.pdf-硕士论文.pdf

上海交通大学
硕士学位论文
享乐主义/功利主义购物价值与零售品牌忠诚度研究——基于上
海百货业的实证
姓名:柏佳洁
申请学位级别:硕士
专业:企业管理
指导教师:吕巍
20080124
摘要

享乐主义/功利主义购物价值与零售品牌忠诚度研究
——基于上海百货业的实证
摘要

一直以来,在消费者行为领域,学者们对于物品为消费者提供价值
的研究比较注重,而对于购物过程或体验给顾客带来的价值研究还刚刚
起步。但是我们可以看到在实体经济中,消费的过程或体验越来越多地
影响消费者的决策,消费者的购物观念也逐渐从“产品导向”过渡到“体
验导向”。另一方面,百货零售业激烈的市场竞争使商家们清晰地意识
到,要拥有忠诚的消费者,就必须有效地将“商品品牌忠诚”的顾客转
化为“商场品牌忠诚”的顾客。鉴于这两方面,本文将研究享乐主义/
功利主义购物价值与商场品牌忠诚度这三者之间的相关关系。
首先基于文献资料和小组深度访谈,研究得到了针对百货业的享乐
主义/功利主义购物价值和商场品牌忠诚度的测量量表,而后对预测试
数据进行了探索性因子分析和信度分析,开发了正式问卷。通过正式问
卷的发放和数据采集,对最终数据进行了信度检验和验证性因子分析,
利用结构方程模型软件进行参数模型拟合,并最终利用路径分析的方法
对研究假设进行检验。
研究表明,享乐主义购物价值和功利主义购物价值是消费者购物价
值的两极;享乐主义购物价值对商场品牌忠诚度有促进作用;功利主义
摘要

购物价值对商场品牌忠诚度有抑制作用。据此,本文指出提升顾客体验
是现代百货商场赢得顾客忠诚的关键,并针对享乐主义购物价值消费者
和功利主义购物价值消费者的不同特点,分别给出了零售业品牌忠诚度
提升策略。

关键词:享乐主义,功利主义,购物价值,零售商,品牌忠诚
ABSTRACT
THE EMPIRICAL STUDY ON THE RELATIONSHIP AMONG
HEDONIC SHOPPING VALUE/UTILITARIAN SHOPPING VALUE
AND STORE BRAND LOYALTY
— THE CASE OF DEPARTMENT STORES AND SHOPPING
MALLS IN SHANGHAI

ABSTRACT

During the past studies in consumer behavior filed, researchers have been
focusing on the product value to consumers however few studies have been
made regarding the value of shopping process or shopping experience. On
the contrary, in our real life, we have seen that shopping experience has
played an increasing role in consumers' decision making criteria. Meanwhile,
consumers' shopping value has also changed from the original product
oriented to experience oriented. On the other hand, the petition
has taught the department stores a lesson regarding the importance of loyal
customers. The only way for department store to retain loyal customers is to
effectively transfer the customers' loyalty from product brand to store brand.
Considering the above two factors, this dissertation is examining the
relationship among hedonic shopping value, utilitarian shopping value and
Abstract

store brand loyalty.

Firstly, the author