购物中心顾客波及惠顾研究
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摘要
顾客的波及惠顾是零售需求外部性的表现形式，更是商业集聚绩效的重要保障。在有限的营业空间内提升顾客的波及惠顾，是购物中心追求绩效的有效途径。因此，如何使波及惠顾最大化，越来越成为研究者和实践者关注的焦点。
消费者喜欢惠顾与其自我印象相一致的店铺。自我印象一致性理论可以很好地解释单个店铺的惠顾，但对于购物中心来说，店铺之间由零售需求外部性而带来的波及顾客则不能很好地解释。
根据自我印象一致性理论，购物者的自我印象与主力店的典型顾客印象进行匹配时，会形成主力店自我印象一致/不一致，一致性越高，惠顾主力店的可能性越大；与非主力店的典型顾客印象进行匹配时，会形成非主力店自我印象一致/不一致，一致性越高，惠顾非主力店的可能性越大。消费者的自我印象一般是稳定的，当购物者的自我印象与主力店和非主力店的典型顾客印象（简记为，主力店-非主力店自我印象一致）越一致时，主力店和非主力店之间的印象差距越小，这时主力店的顾客波及非主力店的可能性越大。所以，从店铺印象差距的视角入手，基于顾客与多个店铺形成的自我印象一致，可以将店铺间的惠顾联系起来，使购物中心的顾客波及惠顾得以解释和预测。
考虑到上述研究缺口和想法，本研究从三个方面深入研究了顾客的波及惠顾问题。首先，在零售店铺的情境下检验了店铺印象、自我印象一致和惠顾意向的关系模型（模型1）。印象、自我印象一致和消费者态度/行为的关系在品牌和产品等领域获得了大量的实证支持，但鲜有学者在零售店铺的情境下探索店铺印象、自我印象一致和惠顾意向的关系。通过一组2×2实验检验了店铺印象对自我印象一致的影响，以及自我印象一致对惠顾意向的影响。
第二，在模型1的基础上，通过理论和逻辑推理得出店铺印象差距、主力店-非主力店自我印象一致和波及惠顾的关系模型以及主力店购买的调节作用（模型2）。通过一组2（主力店印象：高档vs低档）×2（非主力店印象：高档vs低档）实验检验了店铺印象差距对主力店-非主力店自我印象一致和波及惠顾的影响作用，主力店-非主力店自我印象一致对波及惠顾的影响作用，以及主力店购买的调节作用。
第三，在模型2的基础上，提出了动机导向在主力店-非主力店自我印象一致和波及惠顾之间的调节作用（模型2）。通过一组2×2实验，检验了动机导向的调节作用。
通过对三组实验数据的分析，得出如下结论：第一，店铺印象影响自我印象一致的形成，自我印象一致正向影响惠顾意向。消费者会根据店铺的物理和营销特征反映出的线索推断出店铺的典型顾客印象，然后与自我印象进行匹配，形成自我印象一致体验，体验到的自我印象一致水平越高，越有可能惠顾，反之亦然。第二，店铺印象差距对波及惠顾有负向影响。与主力店印象差距小的非主力店，更容易分享来自主力店的波及顾客。也就是说，购物者更有可能惠顾那些印象相近的店铺。第三，店铺印象差距影响主力店-非主力店自我印象一致的形成。在购物中心有店铺间外部性的多店铺情境下，购物者会推断出主力店和非主力店的典型顾客印象，然后与自我印象进行匹配，形成多店铺自我印象一致。如果包括主力店的多个店铺印象较为接近，并且与购物者的自我印象匹配，消费者则体验到多店铺自我印象一致。但不同的店铺印象差距可能使购物者体验到自我印象一致，也可能体验到自我印象不一致。第四，主力店-非主力店自我印象一致对波及惠顾有正向影响。购物中心内的店铺不仅要考虑自己的店铺印象，还要考虑邻近选址的店铺印象，更要考虑到目标顾客群体的自我印象，只有这样，才能获得更多的波及顾客。第五，主力店-非主力店自我印象一致对波及惠顾的影响不受购物者在主力店是否购买的干扰。也就是说，当购物者与非主力店体验达到较高水平的自我印象一致时，无论购物者是否在主力店购买，都会惠顾非主力店。这也说明了主力店-非主力店自我印象一致在波及惠顾形成过程中的重要作用。第六，动机导向在主力店-非主力店自我印象一致和波及惠顾之间起调节作用。当购物者趋向于娱乐动机导向时，随着主力店-非主力店自我印象一致的增大，波及惠顾越来越强。虽然印象差距越小，波及惠顾的可能性越大，但是如果购物中心能带给购物者更多的娱乐体验，同样会增强顾客的波及惠顾意愿。
本研究的贡献在于：第一，将自我印象一致性理论引入有零售需求外部性的商业集聚，将多店铺的惠顾联系起来，厘清了波及惠顾的形成机制，使波及惠顾得到了更好地解释。第二，现有研究仅将自我印象一致性理论局限在消费者和单店上，本研究提出了多店铺自我印象一致性，验证了印象差距影响多店铺自我印象一致性、自我印象一致性影响波及惠顾，扩展了自我印象一致性理论的研究范围。第三，通过3组实验确认的店铺印象量表具有良好的信度和效度，不仅适用于主力店也适用于非主力店，可以为未来店铺印象差距和波及惠顾的研究提供测量工具，也可以为购物中心管理者进行印象诊断提供测量工具。第四，动机导向在主力店-非主力店自我印象一致性和波及惠顾之间起调节作用，进一步明确了主力店-非主力店自我印象一致性对波及惠顾影响的作用范围。
Customers’ spillover patronage is the manifestation of retail demandexternalities and is also an important guarantee of the performance of retailagglomerations. To enhance customers’ spillover patronage in a limited operatingspace is an effective means to pursue performance for a shopping mall. Therefore, tomaximize customers’ spillover patronage has become the focus of the researchers andpractitioners.
Consumers prefer to patronize the store which consistents with their self-image.Self-image congruence theory can well explain the patronage of a single store, butspillover patronage brought by retail demand externalities can not have a goodexplaination in a shopping mall.
Based on self-image congruence theory, the self-image congruence orincongruence with an anchor store can be formed when customers’ self image and theimage of a typical customer of an anchor store match. The higher congruence, thehigher possibility for customers to patronage the anchor store. The self-imagecongruence or incongruence with a non-anchor store can be formed when customers’self image and the image of a typical customer of a non-anchor store match. Highercongruence, higher possibility for customers to patronage the non-anchor store. Whenthe shopper’s self-image, which is usually stable, is more congruent with the typicalshopper’s image of anchor stores and non-anchor stores (anchor store-non-anchorstore self-image for short), the distance between the image of anchor store and that ofnon-anchor store is smaller and the anchor store has a greater spillover effect on thenon-anchor stores. Therefore, we can link the patronage of multiple stores to explainand predict the spillover patronage based on customers’ self-image congruenceformed with multiple stores from the perspective of store image distance.
In light of the above-mentioned gap and concerns, we conduct an in-depth study on the problem of spillover patronage from three aspects. Firstly, we test therelationships between store image, self-image congruence and patronage intention inthe context of retail store (see model1). The relationships between image, self-imagecongruence and consumer attitude/behavior have been supported empirically in thefield of brand and product, but few scholars explore the relationships between storeimage, self-image congruence and patronage intention in the context of the retail store.A2×2factorial design experiment was employed to test the influence of store imageon self-image congruence, and the influence of self-image congruence on patronageintention.
Secondly, based on model1, we construct the relationship model betweendistance of store image, anchor store-non-anchor store self-image congruence andspillover patronage, and the moderator effect of anchor store’s purchasing throughtheoretical and logical inference(see model2). A2(anchor store image: high vslow)×2(non-anchor store image: high vs low) factorial design experiment wasemployed to test the influence of store image distance on anchor-non-anchorself-image congruence and spillover patronage, the influence of anchor-non-anchorself-image congruence on spillover patronage, and the moderator effect of anchorstore’s purchasing.
Thirdly, based on model2, we propose the moderating effect of motivationalorientation between anchor store and non-anchor store self-image congruene andspillover patronage (see model2). A2×2factorial design experiment was employedto test the moderating effect of motivational orientation.
The results of the experimental data analysis show that,(1) Store imageinfluence the formation of self-image congruence, and self-image congruence has apositive effect on patronage intention. This suggests that consumers will infer thetypical customer image based on the physical and marketing characteristics, thencompare with self-image to form self-image congruence experience. The greatermatch between the store patronage image and the consumer’s self-image, the morelikely the consumer visits the store, and vice versa.(2) Store image distance has anegative effect on spillover patronage. We confirm that the anchor store whose imageis close to that of the non-anchor stores can enhance the customers’ patronage intention in non-anchor stores. In other words, shoppers are more likely to patronizethose stores with similar image.(3) Store image distance influences the formation ofanchor store-non-anchor stores self-image. When externalities exist among somestores in a shopping mall, customers can form multi-store self-image congruence bycomparing self-image with the typical customer image inferred in the stores. If thesestores’ image is similar and matches with customers’ self-image, they willexperiecnce multiple stores self-image congruence. But the direction of the effect ofthe distance of on multi-store self-image congruence is not sure, sometimes positive,while sometimes negative.(4) Anchor store-non-anchor store self-image congruencehas a positive effect on spillover patronage. If stores in the shopping mall want to getmore spillover customers, they should not only consider their own store image andthe neighboring store image, but also take into account the self-image of the targetcustomer groups.(5) Whether or not to purchase in anchor store has not a moderatingeffect between anchor store-non-anchor stores self-image and spillover patronage,i.e. customers will patronize the non-anchor stores as long as they have a higher levelself-image congruence in the non-anchor store regardless of shoppers buyingsomething or not in the anchor store.(6) Motivational orientation moderates the effectof anchor store-non-anchor stores self-image on spillover patronage. As the anchorstore-non-anchor self-image congruence increases, the spillover patronage increaseswhen shoppers have the recreational motivational orientation. Although the smallerdistance of store image will result in the greater likelihood of spillover patronage,more entertainment experience will still enhance customers’ spillover patronage.
The contribution of this study is:(1) We introduce the self-image congruencetheory into retail agglomeration with retail demand externalities and multi-storepatronage linked together to clarify the spillover patronage formation mechanism sothat spillover patronage is explained well.(2) Extant research only confinesself-image congruence theory to consumers and a single store. This study, however,proposes a multi-store self-image congruence theory, tests the effect of store imagedistance on multi-store self-image and the effect of multi-store self-image onspillover patronage and extend the study range of self-image congruence theory.(3)Store image scale confirmed through three sets of experiments has a good reliability and validity, which not only applies to anchor store, but also to non-anchor stores.We provide measurement tools of store image for future research of store imagedistance and spillover patronage and image diagnosis for managers of a shoppingmall.(4) Motivational orientation moderates the effect of anchor store–non-anchorstore self-image on spillover patronage, which further defines the domain of the effectof anchor store–non-anchor store self-image on spillover patronage.
消费者喜欢惠顾与其自我印象相一致的店铺。自我印象一致性理论可以很好地解释单个店铺的惠顾，但对于购物中心来说，店铺之间由零售需求外部性而带来的波及顾客则不能很好地解释。
根据自我印象一致性理论，购物者的自我印象与主力店的典型顾客印象进行匹配时，会形成主力店自我印象一致/不一致，一致性越高，惠顾主力店的可能性越大；与非主力店的典型顾客印象进行匹配时，会形成非主力店自我印象一致/不一致，一致性越高，惠顾非主力店的可能性越大。消费者的自我印象一般是稳定的，当购物者的自我印象与主力店和非主力店的典型顾客印象（简记为，主力店-非主力店自我印象一致）越一致时，主力店和非主力店之间的印象差距越小，这时主力店的顾客波及非主力店的可能性越大。所以，从店铺印象差距的视角入手，基于顾客与多个店铺形成的自我印象一致，可以将店铺间的惠顾联系起来，使购物中心的顾客波及惠顾得以解释和预测。
考虑到上述研究缺口和想法，本研究从三个方面深入研究了顾客的波及惠顾问题。首先，在零售店铺的情境下检验了店铺印象、自我印象一致和惠顾意向的关系模型（模型1）。印象、自我印象一致和消费者态度/行为的关系在品牌和产品等领域获得了大量的实证支持，但鲜有学者在零售店铺的情境下探索店铺印象、自我印象一致和惠顾意向的关系。通过一组2×2实验检验了店铺印象对自我印象一致的影响，以及自我印象一致对惠顾意向的影响。
第二，在模型1的基础上，通过理论和逻辑推理得出店铺印象差距、主力店-非主力店自我印象一致和波及惠顾的关系模型以及主力店购买的调节作用（模型2）。通过一组2（主力店印象：高档vs低档）×2（非主力店印象：高档vs低档）实验检验了店铺印象差距对主力店-非主力店自我印象一致和波及惠顾的影响作用，主力店-非主力店自我印象一致对波及惠顾的影响作用，以及主力店购买的调节作用。
第三，在模型2的基础上，提出了动机导向在主力店-非主力店自我印象一致和波及惠顾之间的调节作用（模型2）。通过一组2×2实验，检验了动机导向的调节作用。
通过对三组实验数据的分析，得出如下结论：第一，店铺印象影响自我印象一致的形成，自我印象一致正向影响惠顾意向。消费者会根据店铺的物理和营销特征反映出的线索推断出店铺的典型顾客印象，然后与自我印象进行匹配，形成自我印象一致体验，体验到的自我印象一致水平越高，越有可能惠顾，反之亦然。第二，店铺印象差距对波及惠顾有负向影响。与主力店印象差距小的非主力店，更容易分享来自主力店的波及顾客。也就是说，购物者更有可能惠顾那些印象相近的店铺。第三，店铺印象差距影响主力店-非主力店自我印象一致的形成。在购物中心有店铺间外部性的多店铺情境下，购物者会推断出主力店和非主力店的典型顾客印象，然后与自我印象进行匹配，形成多店铺自我印象一致。如果包括主力店的多个店铺印象较为接近，并且与购物者的自我印象匹配，消费者则体验到多店铺自我印象一致。但不同的店铺印象差距可能使购物者体验到自我印象一致，也可能体验到自我印象不一致。第四，主力店-非主力店自我印象一致对波及惠顾有正向影响。购物中心内的店铺不仅要考虑自己的店铺印象，还要考虑邻近选址的店铺印象，更要考虑到目标顾客群体的自我印象，只有这样，才能获得更多的波及顾客。第五，主力店-非主力店自我印象一致对波及惠顾的影响不受购物者在主力店是否购买的干扰。也就是说，当购物者与非主力店体验达到较高水平的自我印象一致时，无论购物者是否在主力店购买，都会惠顾非主力店。这也说明了主力店-非主力店自我印象一致在波及惠顾形成过程中的重要作用。第六，动机导向在主力店-非主力店自我印象一致和波及惠顾之间起调节作用。当购物者趋向于娱乐动机导向时，随着主力店-非主力店自我印象一致的增大，波及惠顾越来越强。虽然印象差距越小，波及惠顾的可能性越大，但是如果购物中心能带给购物者更多的娱乐体验，同样会增强顾客的波及惠顾意愿。
本研究的贡献在于：第一，将自我印象一致性理论引入有零售需求外部性的商业集聚，将多店铺的惠顾联系起来，厘清了波及惠顾的形成机制，使波及惠顾得到了更好地解释。第二，现有研究仅将自我印象一致性理论局限在消费者和单店上，本研究提出了多店铺自我印象一致性，验证了印象差距影响多店铺自我印象一致性、自我印象一致性影响波及惠顾，扩展了自我印象一致性理论的研究范围。第三，通过3组实验确认的店铺印象量表具有良好的信度和效度，不仅适用于主力店也适用于非主力店，可以为未来店铺印象差距和波及惠顾的研究提供测量工具，也可以为购物中心管理者进行印象诊断提供测量工具。第四，动机导向在主力店-非主力店自我印象一致性和波及惠顾之间起调节作用，进一步明确了主力店-非主力店自我印象一致性对波及惠顾影响的作用范围。
Customers’ spillover patronage is the manifestation of retail demandexternalities and is also an important guarantee of the performance of retailagglomerations. To enhance customers’ spillover patronage in a limited operatingspace is an effective means to pursue performance for a shopping mall. Therefore, tomaximize customers’ spillover patronage has become the focus of the researchers andpractitioners.
Consumers prefer to patronize the store which consistents with their self-image.Self-image congruence theory can well explain the patronage of a single store, butspillover patronage brought by retail demand externalities can not have a goodexplaination in a shopping mall.
Based on self-image congruence theory, the self-image congruence orincongruence with an anchor store can be formed when customers’ self image and theimage of a typical customer of an anchor store match. The higher congruence, thehigher possibility for customers to patronage the anchor store. The self-imagecongruence or incongruence with a non-anchor store can be formed when customers’self image and the image of a typical customer of a non-anchor store match. Highercongruence, higher possibility for customers to patronage the non-anchor store. Whenthe shopper’s self-image, which is usually stable, is more congruent with the typicalshopper’s image of anchor stores and non-anchor stores (anchor store-non-anchorstore self-image for short), the distance between the image of anchor store and that ofnon-anchor store is smaller and the anchor store has a greater spillover effect on thenon-anchor stores. Therefore, we can link the patronage of multiple stores to explainand predict the spillover patronage based on customers’ self-image congruenceformed with multiple stores from the perspective of store image distance.
In light of the above-mentioned gap and concerns, we conduct an in-depth study on the problem of spillover patronage from three aspects. Firstly, we test therelationships between store image, self-image congruence and patronage intention inthe context of retail store (see model1). The relationships between image, self-imagecongruence and consumer attitude/behavior have been supported empirically in thefield of brand and product, but few scholars explore the relationships between storeimage, self-image congruence and patronage intention in the context of the retail store.A2×2factorial design experiment was employed to test the influence of store imageon self-image congruence, and the influence of self-image congruence on patronageintention.
Secondly, based on model1, we construct the relationship model betweendistance of store image, anchor store-non-anchor store self-image congruence andspillover patronage, and the moderator effect of anchor store’s purchasing throughtheoretical and logical inference(see model2). A2(anchor store image: high vslow)×2(non-anchor store image: high vs low) factorial design experiment wasemployed to test the influence of store image distance on anchor-non-anchorself-image congruence and spillover patronage, the influence of anchor-non-anchorself-image congruence on spillover patronage, and the moderator effect of anchorstore’s purchasing.
Thirdly, based on model2, we propose the moderating effect of motivationalorientation between anchor store and non-anchor store self-image congruene andspillover patronage (see model2). A2×2factorial design experiment was employedto test the moderating effect of motivational orientation.
The results of the experimental data analysis show that,(1) Store imageinfluence the formation of self-image congruence, and self-image congruence has apositive effect on patronage intention. This suggests that consumers will infer thetypical customer image based on the physical and marketing characteristics, thencompare with self-image to form self-image congruence experience. The greatermatch between the store patronage image and the consumer’s self-image, the morelikely the consumer visits the store, and vice versa.(2) Store image distance has anegative effect on spillover patronage. We confirm that the anchor store whose imageis close to that of the non-anchor stores can enhance the customers’ patronage intention in non-anchor stores. In other words, shoppers are more likely to patronizethose stores with similar image.(3) Store image distance influences the formation ofanchor store-non-anchor stores self-image. When externalities exist among somestores in a shopping mall, customers can form multi-store self-image congruence bycomparing self-image with the typical customer image inferred in the stores. If thesestores’ image is similar and matches with customers’ self-image, they willexperiecnce multiple stores self-image congruence. But the direction of the effect ofthe distance of on multi-store self-image congruence is not sure, sometimes positive,while sometimes negative.(4) Anchor store-non-anchor store self-image congruencehas a positive effect on spillover patronage. If stores in the shopping mall want to getmore spillover customers, they should not only consider their own store image andthe neighboring store image, but also take into account the self-image of the targetcustomer groups.(5) Whether or not to purchase in anchor store has not a moderatingeffect between anchor store-non-anchor stores self-image and spillover patronage,i.e. customers will patronize the non-anchor stores as long as they have a higher levelself-image congruence in the non-anchor store regardless of shoppers buyingsomething or not in the anchor store.(6) Motivational orientation moderates the effectof anchor store-non-anchor stores self-image on spillover patronage. As the anchorstore-non-anchor self-image congruence increases, the spillover patronage increaseswhen shoppers have the recreational motivational orientation. Although the smallerdistance of store image will result in the greater likelihood of spillover patronage,more entertainment experience will still enhance customers’ spillover patronage.
The contribution of this study is:(1) We introduce the self-image congruencetheory into retail agglomeration with retail demand externalities and multi-storepatronage linked together to clarify the spillover patronage formation mechanism sothat spillover patronage is explained well.(2) Extant research only confinesself-image congruence theory to consumers and a single store. This study, however,proposes a multi-store self-image congruence theory, tests the effect of store imagedistance on multi-store self-image and the effect of multi-store self-image onspillover patronage and extend the study range of self-image congruence theory.(3)Store image scale confirmed through three sets of experiments has a good reliability and validity, which not only applies to anchor store, but also to non-anchor stores.We provide measurement tools of store image for future research of store imagedistance and spillover patronage and image diagnosis for managers of a shoppingmall.(4) Motivational orientation moderates the effect of anchor store–non-anchorstore self-image on spillover patronage, which further defines the domain of the effectof anchor store–non-anchor store self-image on spillover patronage.
引文
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