摘要
购物价值是消费者在购物中感知到的多种价值组合,体现了消费者对购物体验的综合评价,反映了购物的功能性、享乐性和社会性意义。作为一种从消费者行为视角看待的价值概念,购物价值对零售企业的营销决策具有重要作用。
Shopping value is a value portfolio that is perceived by consumers in the process of shopping. It represents that consumers evaluate synthetically shopping experience, and reflects functional,hedonic, social meanings of shopping. As a kind of value concept treated from consumer behavior perspective, shopping value plays an important role in marketing design-making of retail enterprises. This paper retrospects the research results and frontier questions of consumer shopping value under brick-and-motar store environment abroad, and reviews concretely the theoretical connotation of different kinds of shopping value, the driving factors of shopping value, and the relationship between shopping value and retail outcomes. Finally, the research directions and marketing implications of shopping value are discussed.
出处
《税务与经济》
CSSCI
北大核心
2009年第4期24-28,共5页
Taxation and Economy
关键词
购物体验
购物价值
商店环境
零售产出
shopping experience
shopping value
store environment
retail outcomes
