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

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///ABSTRACTTHEEMPIRICALSTUDYONTHERELATIONSHIPAMONGHEDONICSHOPPINGVALUE/UTILITARIANSHOPPINGVALUEANDSTOREBRANDLOYALTYTHECASEOFDEPARTMENTSTORESANDSHOPPINGMALLSINSHANGHAIABSTRACTDuringthepaststudiesinconsumerbehaviorfiled,researchershavebeenfocusingontheproductvaluetoconsumershoweverfewstudieshavebeenmaderegardingthevalueofshoppingprocessorshoppingexperience.Onthecontrary,inourreallife,wehaveseenthatshoppingexperiencehasplayedanincreasingroleinconsumers'decisionmakingcriteria.Meanwhile,consumers'shoppingvaluehasalsochangedfromtheoriginalproductorientedtoexperienceoriented.Ontheotherhand,thefiercecompetitionhastaughtthedepartmentstoresalessonregardingtheimportanceofloyalcustomers.Theonlywayfordepartmentstoretoretainloyalcustomersistoeffectivelytransferthecustomers'loyaltyfromproductbrandtostorebrand.Consideringtheabovetwofactors,thisdissertationisexaminingtherelationshipamonghedonicshoppingvalue,utilitarianshoppingvalueandAbstractstorebrandloyalty.Firstly,theauthordevelopedaprimaryscaletomeasurehedonic/utilitarianshoppingvalueaswellasstorebrandloyaltybasedonliteraturereviewandtheresultofcustomerfocusgroup.Throughreliabilitytestandexploratoryfactoranalysis,theauthorgetsthefinalscale.Usingtherefinedscaleandthefinaldatacollectedandprocessed,theauthorusesstructuralequationmodelingtooltotestthemodelaswellasthehypothesisproposed.Finally,theauthorgivessomestrategicadvicesonhowtoimprovedstorebrandloyaltybasedontheempiricalresult.Theresearchresultshowsthathedonicshoppingvaleandutilitarianshoppingvaluearebipolar,theyarenegativelyrelated;hedonicshoppingvaluecouldpromotestorebrandloyalty;utilitarianshoppingvaluecouldrestrainstorebrandloyalty.Therefore,thispaperproposedthatenhancedshoppingexperienceisthekeytoimprovestorebrandloyalty.Basedonthecharacteristicofhedonicshoppersandutilitarianshoppers,thepaperalsogivesdifferentmarketingstrategiestoimprovetheirloyaltytostorebrands.KEYWORDShedonic,utilitarian,shoppingvalue,retailer,brandloyalty_____/111.1(Pareto)80/2080%20%,,,,/21.1.120901852690101003560%3-530%10%[1],,,/31.1.2Tse,Belk&Zhou(1989)[2]191500200512%16%1.2//41.2.11./BatraAhtola1991MeasuringtheHedonicandUtilitarianSourcesofConsumerAttitude[3]Babin,DardenGriffin(1994)/[3]2SivadasBaker-Prewitt(2000)SirgySamli(1985)AveekMajumdar(2005)[4[5][6],Oliver(1980)[7]:[8]2002/5[8]1.2.21///2//31.31-1/61-1Figure1-1Techniqueroadmap(1)/(2)(3)512//6347/71.4///(1)Babin,DardenGriffin(1994)/////(2)(3)//82/2.1/Batra&Ahtola,1991;Mano&Oliver,1993[9][10](Hirschman&Holbrook,1982Strahilevitz&Myers,1998[11][12]2.1.1/RaviDharKlausWertenbrouchConsumerChoiceBetweenHedonicandUtilitarianGoods2000JournalofMarketingResearchWilliamF.ODell/(1)(2)Babin,Darden&Griffin(1994)[3](Triandis,1977)[13]/9(Decieletal.,1981)[14]/(Batra&Ahtola,1990Crowley,Spangenberg&Hughes,1992;Hamilton,1987;Hirschman&Holbrook,1982;Ridgeway&Waters,1987)[9][15][16][11][17]/(Ratchford,1987)[18](Hirschman&Holbrook,1982)[11](Rossiter,Percy&Donovan,1991)[19](Morganosky,1982)[20](Shiv&Fedorikhin,1999)[21](Havlena&Holbrook,1986)[22]HolbrookHirschman(1982)2.1.2//BatraAhtola(1990)8(Batra&Ahtola,1990)[9]Crowley,SpangenbergHughes(1992)Voss,SpangenbergGrohmann(2003)[15][23]Batra&Ahotola,1990;Hirschman&Holbrook,1982;Mano&Oliver,1993[9][11][10](Batra&Ahtola,1990)[9]Batra&Ahtola,1990[9]/10DharWertenbroch(2000)[24][24]DharWertenbroch(2000)[24]2.1.3//(Crowley,Spangenberg&Hughes,1992;Hirschman&Holbrook,1982;Morganosky,1982;Ratchford,1987;Rossiter,Percy&Donovan,1991;VossSpangenberg&Crohmann,2001)[15][11][20][18][19][23]HirschmanHolbrook(1982)[11]2.2////112.2.1FischerArnold1990SherryMcGrathLevy1993[25][26](Bloch&Bruce1984;Hirschman1984;Sherry1990a)[27][28][29](Bloch&Richins1983a;Hirschman1984)[30][28](Holbrook,1986)[31]Hirschman&Holbrook(1982),(Bloch&Richins,1983;Hirschman,1984;Belk,1988;Holbrook,1986)[30][9][32][33]Babin,Darden&Griffin,1994[3](Bloch&Bruce,1984;Sherry,1990a)[30][29](Bloch,Sherrell&Ridgway,1986)[34](MacInnis&Price,1987;Markin,Lillis&Narayana,1976)[35][36](Bloch&Richins,1983a;Hirschman,1983)[30][37](Batra&Ahtola,1990;Engel,Blackwell&Miniard,1993)[9][38]FisherArnold(1990):/12[25]Babin,DardenGriffin(1994)[3]2-1[39]Table2-1TheComparisonbetweenTwoShoppingValues[39]2-1Lehtonen(1994)[39](Thaler,1985)[40](Belk,Sherry&Wallendorf,1988)[41]2.2.2(Bloch&Bruce1984)[27](Batra&Ahtola1991;Engeletal.1993;Sherry1990a)[9][38][29]/13(Hirschman&Holbrook,1982)[11]FisherArnold(1990)[25]Babin,Darden&Griffin(1994)[3](Babin,Darden&Griffin,1994)[3](Bloch&Richins,1983b)(Bloch&Richins1983b)[30](Sherry1990;Thompson,Locander&Pollio,1990)[29][42]2.2.3(Sherry1990a)[29]/14(Holbrook&Hirschman1982[11])(Bellenger,Steinberg&Stanton1976)[43](Lascu,1991)[44](Bloch&Richins,1983;Hirschman,1983)[30][37](Babin,DardenGriffin1994)[3](MacInnis&Price1987)[35](Markin,Lillis&Narayana,1976)[36],(Fisher&Arnold1990)[25],Sherry(1990a)[29]Fisher&Arnold(1990)[25]Rook(1987)[45](Faber&OGuinn,1989[46])(Babin,Darden&Griffin,1994)/15[3](Baumann,Cialdini&Kenrick,1981)[47