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本文从商店知识的视角探讨了营销刺激感知对零售商权益的影响.首先.我们将零售商权益维度整合成商店知识和零售商忠诚两个构件,并提出了营销刺激感知对零售商权益影响的理论模型.在模型中,营销刺激感知影响商店知识,商店知识又与零售商忠诚存在关联.我们通过武汉大型综合超市顾客的问卷调查,采用基于LISREL统计分析软件的结构方程模型,对研究假设进行了验证.研究发现,便利性、商店声誉、商店设施、感知价格和人员服务通过商店知识对零售商忠诚施加积极的影响,表明这5种营销刺激感知是零售商权益的驱动因素.最后我们讨论了对零售企业管理零售商权益的启示.,This study explores the impact of perceived marketing stimuli on retailer equity from perspective of store knowledge. Basing integration of retailer equity dimensions into two constructs:store knowledge and retailer loyalty,the authors propose a theoretical model in which perceived marketing stimuli positively affect store knowledge,that is,retail-er awarlenes8.retailer associations,retailer perceived quality.These dimensions are then related to retailer loyalty.The empifical tests using a structural equation model support the research hypotheses.The results indicate that convenience,reputation,physical facilities,perceived price and personnel service positively affect retailer loyalty through the media-ting role of Btore knowledge as antecedents of retailer equity.Some implications of findings are also discussed finally.