摘要
卖场环境是消费者做出购买决策的最直接和潜在的影响因素,它贯穿了顾客购物的全过程,并且还能给顾客留下不一样的感受,在购物的整个过程中,顾客的购物情绪、由于情绪产生的购物体验继而产生的购物认知,最后到顾客的购买行为都是受到卖场环境的直接影响。以购物卖场为研究的对象,从顾客的角度出发,以探究零售卖场购物环境的构成要素及评价体系,以S-O-R(刺激一感知一反应)模型为基础,特别注意观察三类环境要素:环境信号、设计信号和社交信号。从实证研究角度,用问卷调查、观察法和访谈法等方法,分析卖场环境对情绪反应以及购物行为的影响机理,研究结论包括了零售卖场的三要素对顾客情绪和行为都会有显著影响等。
The Retail environment is the most direct and potential effects of consumers making purchasing decisions. In the whole shopping process, retail mall environment will directly affect the shopping experience and shopping cognition, and affect consumer＇ s purchase behavior, which is an important indicator of the competitiveness of enterprises. This paper especially observes three elements： designing elements, background elements and social elements. Based on the S-O-R model and using questionnaire, observation and interviews, this paper is trying to analyze the influence mechanism of consumer＇ s emotional reactions and shopping behavior.
出处
《广东农工商职业技术学院学报》
2016年第4期67-71,共5页
Journal of Guangdong Agriculture Industry Business Polytechnic
关键词
卖场环境
购物情绪
购物趋避行为
S-O-R模型
retail environment
shopping mood
shopping approach/avoidance behavior
S-O-R model
