店铺环境、消费者自我一致性对零售企业经营绩效的关系研究摘要：本文在对店铺环境、消费者自我一致性相关文献研究的基础上，对店铺环境、消费者自我一致性与企业经营绩效可能存在的关系提出相关的研究假设。本文通过文献研究将消费者购买意愿、顾客忠诚引入到本论题的研究中，分析研究店铺环境、消费者自我一致性对零售企业经营绩效之间直接、间接的影响关系。本文主要采用实证研究的方法，对本文论题的研究假设进行验证。实证研究中，结合以往的研究，借鉴成熟的量表体系，形成针对店铺环境、消费者自我一致性、经营绩效等各变量的测量量表，对杭州市6家超市以及136位当地消费者进行问卷调查收集数据，并通过数理统计方法对收集数据进行因子分析、相关分析、回归分析等数理统计方法处理数据。结果显示店铺环境、消费者自我一致性通过消费者购买意愿、顾客忠诚的中介作用对零售企业经营绩效产生间接正向影响。而店铺环境、消费者自我一致性对企业经营绩效没有直接的正向影响关系。关键词：店铺环境、消费者自我一致性、购买意愿、顾客忠诚、经营绩效毕业论文：正文学生姓名：定稿时间：2012-05-10Theresearchshopenvironment,consumerself-consistencyontheretailers'performancerelationshipAbstract:Onthebasisoftheshopenvironment,consumerself-consistencyliterature,thepossiblerelationshipofthestoreenvironment,consumerself-consistencyandenterprisebusinessperformance-relatedresearchhypotheses.Literatureofconsumerpurchaseintentionsandcustomerloyaltyisintroducedtothestudyofthistopic,analysisofthestoreenvironment,consumerself-consistencybetweentheretailers'performance,theindirectimpactoftherelationship.Thispaperusesthemethodsofempiricalresearch,researchhypothesestotopicsinthisarticle.Empiricalresearch,combinedwithpreviousstudies,learnfromthematurescalesystem,theformationofscaleforthemeasurementoftheshopenvironment,consumerself-consistency,operatingperformanceandothervariables,sixsupermarketsinHangzhouCity,aswellas136localconsumers.questionnairetocollectdata,andmathematicalstatisticalmethodstocollectdataforfactoranalysis,correlationanalysis,regressionanalysisandothermathematicalstatisticalmethodstoprocessdata.Theresultsshowedthatthestoreenvironment,consumerself-consistencyofconsumers'purchaseintention,theintermediaryroleofcustomerloyaltyhaveanindirectpositiveeffectonretailbusinessperformance.Shopenvironment,consumerself-consistencyisnodirectpositiveimpactonbusinessperformance.Keywords:storeenvironment,consumerself-consistency,willingnesstobuy,customerloyaltyandbusinessperformance-1-毕业论文：正文学生姓名：定稿时间：2012-05-10目录一、前言...........................................................４(一)问题的提出................................................４（二）研究目的及意义...........................................５1、研究目的................................................５2、研究的意义..............................................５（三）研究方法.................................................６（四）章节安排.................................................６二、文献综述.......................................................８（一）、基本概念介绍...........................................８（二）店铺环境、自我一致性对购买意愿及顾客忠诚的影响.........１１（三）购买意向、顾客忠诚对企业经营绩效的影响.................１２（四）店铺环境、自我一致性与企业经营绩效的关系研究...........１３三、研究设计与数据收集...........................................１４（一）模型构建...............................................１４（二）研究假设.................................
