惠顾动机对惠顾强度的影响研究——考虑零售环境感知的调节作用.docx

惠顾动机对惠顾强度的影响研究——考虑零售环境感知的调节作用
摘要：
惠顾动机是影响消费者购买行为的重要因素。本文旨在研究不同的惠顾动机对于惠顾强度的影响，并考虑零售环境感知的调节作用。本文采用问卷调查的方式进行数据收集和分析，并使用结构方程模型进行统计分析。结果表明，惠顾动机对惠顾强度具有显著的影响，而零售环境感知在其中起到了调节作用。具体而言，当消费者感知到零售环境的舒适度较高时，惠顾动机对于惠顾强度的影响更加明显。
关键词：
惠顾动机；惠顾强度；零售环境感知；调节作用
Introduction:
Intheretailindustry,consumerpurchasebehavioristhekeyfactorthatdeterminesthesuccessorfailureofabusiness.Understandingconsumers'motivationsforshoppingiscriticalforretailerstoattractandretaincustomers.Oneoftheimportantfactorsthataffectsconsumerpurchasebehaviorispurchasemotivation.Inparticular,understandingtherelationshipbetweenpurchasemotivationandpurchaseintensityiscriticalforretailerstounderstandwhyconsumerspurchaseandhowtomotivatethemtopurchasemore.Additionally,consumers'perceptionsoftheretailenvironmentcanalsoplayaroleintheirpurchasebehavior.Thisstudyaimstoinvestigatetheimpactofdifferentpurchasemotivesonpurchaseintensitywhileconsideringthemoderatingroleofperceivedretailenvironmentcomfort.
Literaturereview:
Purchasemotivationreferstothereasonsthatinfluenceconsumerstomakeapurchase.Accordingtopreviousstudies,therearefourcategoriesofpurchasemotivation:utilitarian,hedonic,normative,andepistemic.Utilitarianmotivationreferstothepracticalandfunctionalreasonsformakingapurchase.Hedonicmotivationreferstotheemotionalandpsychologicalreasonsformakingapurchase.Normativemotivationreferstothesocialandculturalreasonsformakingapurchase.Finally,epistemicmotivationreferstotheintellectualandcuriosity-drivenreasonsformakingapurchase.
Purchaseintensityreferstotheextentofanindividual'spurchasingbehavior.Itcanbemeasuredbythefrequencyofpurchase,theamountspentoneachpurchase,ortheoverallamountspentoveraspecifictimeperiod.Purchaseintensitycanbeinfluencedbyvariousfactors,includingpurchasemotivation,pricing,productquality,andstoreenvironment.
Perceivedretailenvironmentcomfortreferstotheperceptionofconsumerstowardsthephysicalandsocialenvironmentintheretailstore.Theretailenvironmentcaninfluencepurchasebehaviorbyshapingconsumerperceptionsofproductqual