合作零售背景下零售惠顾的前因

IF 2.2 Q3 MANAGEMENT
Jari Juga, Jouni Juntunen
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引用次数: 8

摘要

本研究旨在揭示合作零售环境下消费者购买行为的前因。更具体地说,目标是分析消费者的合作导向态度和零售商的合作导向沟通对消费者零售惠顾的影响。该研究基于2017年对芬兰一家零售合作社成员的实证调查。研究结果表明,消费者对合作零售模式的态度相对有利,而对零售商合作导向沟通的意识不太明显。然而,以合作为导向的沟通对惠顾的影响似乎很强,这突显了零售商在向消费者推广合作零售模式方面的积极作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Antecedents of retail patronage in cooperative retail context

This study aims to shed light on the antecedents of consumers’ buying behavior in a cooperative retail context. More specifically, the goal is to analyze the influence of consumers’ cooperative oriented attitudes and the retailer’s cooperative oriented communication on the consumer’s retail patronage. The study is based on an empirical survey of members of a Finnish retail cooperative in 2017. The findings show that the attitudes towards the cooperative retail model are relatively favorable, whereas the awareness of the retailers’ cooperative oriented communication is less pronounced. However, the impact of cooperative oriented communication on patronage appears to be strong, which underlines the retailer’s active role in promoting the cooperative retail model to the consumers.

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来源期刊
CiteScore
4.40
自引率
19.00%
发文量
27
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