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以购物中心内的商业集聚为情境,以娱乐型业态电影院为例,研究电影院的时尚价值、乐趣价值和尊贵价值三种顾客价值在购物中心内的溢出效应。研究表明,电影院的顾客价值与百货等其他店铺及购物中心的顾客价值存在显著的正相关关系,以反映客观消费者行为的光顾电影院频率和反映主观消费者心理的顾客价值溢出强度为调节变量,考察电影院顾客价值的溢出传导机制,实证结论表明存在显著的调节效应,也证实消费者个体特征的年龄对顾客价值溢出有显著影响,并对研究结论进行讨论。研究证实,电影院的顾客价值存在明确的溢出效应,证明购物中心内的商业集聚存在顾客价值溢出效应,从而丰富和深化商业集聚的理论研究。
Taking the commercial agglomeration in the shopping mall as a case study, this paper studies the spillover effect of the three types of customer value of the cinema, including the fashion value, the fun value and the distinguished value in the shopping center. The research shows that there is a significant positive correlation between the customer value of cinema and the customer value of other stores and shopping centers, such as department stores, and the customer value spillover intensity that reflects the behavior of objective consumers and the customer value spillover that reflects the subjective consumers’ Examining the spillover transmission mechanism of cinema customer value, empirical results show that there is a significant regulatory effect, and also prove that the age of consumer characteristics has a significant impact on customer value spillover, and the conclusions of the study are discussed. The research confirms that there is a definite spillover effect on the customer value of cinema, which proves that the business agglomeration in the shopping mall has the effect of customer value spillover, so as to enrich and deepen the theoretical research of business agglomeration.