基于店铺环境的零售企业竞争优势研究.doc
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基于店铺环境的零售企业竞争优势研究,79页共计37098字摘 要早在入世倒计时阶段，零售巨头们就打响了全国争霸战。在外国零售企业纷纷进入市场之际，如何与这些实力强大的企业开展竞争，获取竞争优势，是我国零售企业面临的一个十分重要的问题。当零售商发现在商品、价格、促销及地理位置的基础上创造差异化优势变得越来越困难时，商店本身便为市场差异化创造了一个极好的机会...
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79页共计37098字
摘 要
早在入世倒计时阶段，零售巨头们就打响了全国争霸战。在外国零售企业纷纷进入市场之际，如何与这些实力强大的企业开展竞争，获取竞争优势，是我国零售企业面临的一个十分重要的问题。当零售商发现在商品、价格、促销及地理位置的基础上创造差异化优势变得越来越困难时，商店本身便为市场差异化创造了一个极好的机会。随着人们生活水平的提高，消费者对购物的需求已不仅是对商品实体的要求，而是对一种愉悦的购物体验的要求，店铺环境是零售企业与消费者直接接触的店铺要素，它的改善可以对消费者起到立竿见影的效果。
本文主要采用了问卷调查法以及数据统计分析等方法。以大连市四家百货商店为研究对象，对消费者进行问卷调查，利用SPSS、AMOS等统计分析工具对调查数据进行描述性统计分析，因子分析，方差检验及结构方程模型分析，建立了店铺环境对零售企业竞争优势作用机理的模型。
本文共分为六部分，包括绪论、文献综述、理论模型、研究设计、数据分析和结论建议。本文首先阐述研究的问题及其意义，并总结了以往研究成果、提出了本文的理论模型，然后选取大连四家百货商店——百盛长春路店、大连麦凯乐总店、太平洋百货、千盛百货和平广场店作为目标调查商场，采用随机抽样的方法，对光临该商场的消费者进行问卷调查，并结合相关数据分析技术，研究了店铺环境、体验价值、顾客信任及零售企业竞争优势之间的关系，并对比了所调查的四家百货商店在不同维度上的差异，从而为企业店铺环境改善提供参考性意见。
本文认为：店铺环境是企业获得竞争优势的重要来源，它以顾客信任和购物的体验价值为中介变量，正向的影响着零售企业的竞争优势。其中，店铺环境中的氛围因子和社会因子正向的影响顾客的体验价值；氛围因子、社会因子、设计因子和体验价值显著的正向影响顾客信任；而体验价值和顾客信任显著的正向影响着零售企业的竞争优势。最后笔者结合本文的研究结果，对企业提出了店铺环境管理方面的建议，并指出了本文研究存在的局限，即忽视了商品和业态的影响。
本文的创新之处在于，本文是基于顾客的视角来研究企业的竞争优势，并提出了店铺环境对零售企业竞争优势作用机理的研究模型，这在以往的研究中是比较少见的。同时本文以大连市的四家百货商场为调查对象进行实证研究，增加了文章的针对性和现实意义。
目 录
1 绪论 1
1.1 研究背景及意义 1
1.2 研究目的 2
1.3 研究方法 2
1.4 研究思路 2
1.5 创新之处 3
2 文献综述 5
2.1 零售企业竞争优势的理论总结 5
2.1.1 竞争优势的来源 5
2.1.2 竞争优势的衡量 9
2.1.3 零售企业竞争优势的影响因素 10
2.2 店铺环境的理论总结 11
2.2.1 店铺环境的内涵与构成维度 11
2.2.1 店铺环境对消费者购物行为的影响 12
2.2.3 店铺环境与零售企业竞争优势 14
2.3 顾客信任和购物的体验价值 15
2.3.1 顾客信任 16
2.3.2 购物的体验价值 17
3 店铺环境对零售企业竞争优势作用机制的理论模型 18
3.1 研究假设 18
3.1.1 店铺环境与体验价值 18
3.1.2 体验价值与竞争优势 18
3.1.3 店铺环境与顾客信任 19
3.1.4 顾客信任与竞争优势 20
3.1.5 体验价值和顾客信任 20
3.2 理论模型的建立 21
4 研究设计 22
4.1 问卷设计 22
4.1.1 店铺环境 22
4.1.2 体验价值 23
4.1.3 顾客信任 24
4.1.4 竞争优势 24
4.2 抽样设计 25
4.3 分析方法 26
4.4 预测试 27
4.4.1 预测试的基本特征 28
4.3.2 预测试的结构效度分析 28
4.3.3 预测试的信度分析 33
4.5 大样本数据的收集 36
5 数据分析 37
5.1 样本的基本特征及描述性统计 37
5.2 数据的信度分析 38
5.3 数据的效度分析 39
5.3.1 店铺环境量表的因子分析 40
5.3.2 购物体验价值量表因子分析 41
5.3.3 信任量表因子分析 41
5.3.4 竞争优势量表因子分析 42
5.4 结构方程模型（SEM）分析 43
5.4.1 模型拟合程度分析 44
5.4.2 假设检验 45
5.4.3 实证结果 47
5.5 百货商店间比较分析 49
6 结论和建议 54
6.1 研究结论 54
6.2 管理建议 55
6.3 研究的局限性及未来研究方向 56
附 录 58
参考文献 61
后 记 70
关键词：店铺环境，竞争优势，零售企业
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摘 要
早在入世倒计时阶段，零售巨头们就打响了全国争霸战。在外国零售企业纷纷进入市场之际，如何与这些实力强大的企业开展竞争，获取竞争优势，是我国零售企业面临的一个十分重要的问题。当零售商发现在商品、价格、促销及地理位置的基础上创造差异化优势变得越来越困难时，商店本身便为市场差异化创造了一个极好的机会。随着人们生活水平的提高，消费者对购物的需求已不仅是对商品实体的要求，而是对一种愉悦的购物体验的要求，店铺环境是零售企业与消费者直接接触的店铺要素，它的改善可以对消费者起到立竿见影的效果。
本文主要采用了问卷调查法以及数据统计分析等方法。以大连市四家百货商店为研究对象，对消费者进行问卷调查，利用SPSS、AMOS等统计分析工具对调查数据进行描述性统计分析，因子分析，方差检验及结构方程模型分析，建立了店铺环境对零售企业竞争优势作用机理的模型。
本文共分为六部分，包括绪论、文献综述、理论模型、研究设计、数据分析和结论建议。本文首先阐述研究的问题及其意义，并总结了以往研究成果、提出了本文的理论模型，然后选取大连四家百货商店——百盛长春路店、大连麦凯乐总店、太平洋百货、千盛百货和平广场店作为目标调查商场，采用随机抽样的方法，对光临该商场的消费者进行问卷调查，并结合相关数据分析技术，研究了店铺环境、体验价值、顾客信任及零售企业竞争优势之间的关系，并对比了所调查的四家百货商店在不同维度上的差异，从而为企业店铺环境改善提供参考性意见。
本文认为：店铺环境是企业获得竞争优势的重要来源，它以顾客信任和购物的体验价值为中介变量，正向的影响着零售企业的竞争优势。其中，店铺环境中的氛围因子和社会因子正向的影响顾客的体验价值；氛围因子、社会因子、设计因子和体验价值显著的正向影响顾客信任；而体验价值和顾客信任显著的正向影响着零售企业的竞争优势。最后笔者结合本文的研究结果，对企业提出了店铺环境管理方面的建议，并指出了本文研究存在的局限，即忽视了商品和业态的影响。
本文的创新之处在于，本文是基于顾客的视角来研究企业的竞争优势，并提出了店铺环境对零售企业竞争优势作用机理的研究模型，这在以往的研究中是比较少见的。同时本文以大连市的四家百货商场为调查对象进行实证研究，增加了文章的针对性和现实意义。
目 录
1 绪论 1
1.1 研究背景及意义 1
1.2 研究目的 2
1.3 研究方法 2
1.4 研究思路 2
1.5 创新之处 3
2 文献综述 5
2.1 零售企业竞争优势的理论总结 5
2.1.1 竞争优势的来源 5
2.1.2 竞争优势的衡量 9
2.1.3 零售企业竞争优势的影响因素 10
2.2 店铺环境的理论总结 11
2.2.1 店铺环境的内涵与构成维度 11
2.2.1 店铺环境对消费者购物行为的影响 12
2.2.3 店铺环境与零售企业竞争优势 14
2.3 顾客信任和购物的体验价值 15
2.3.1 顾客信任 16
2.3.2 购物的体验价值 17
3 店铺环境对零售企业竞争优势作用机制的理论模型 18
3.1 研究假设 18
3.1.1 店铺环境与体验价值 18
3.1.2 体验价值与竞争优势 18
3.1.3 店铺环境与顾客信任 19
3.1.4 顾客信任与竞争优势 20
3.1.5 体验价值和顾客信任 20
3.2 理论模型的建立 21
4 研究设计 22
4.1 问卷设计 22
4.1.1 店铺环境 22
4.1.2 体验价值 23
4.1.3 顾客信任 24
4.1.4 竞争优势 24
4.2 抽样设计 25
4.3 分析方法 26
4.4 预测试 27
4.4.1 预测试的基本特征 28
4.3.2 预测试的结构效度分析 28
4.3.3 预测试的信度分析 33
4.5 大样本数据的收集 36
5 数据分析 37
5.1 样本的基本特征及描述性统计 37
5.2 数据的信度分析 38
5.3 数据的效度分析 39
5.3.1 店铺环境量表的因子分析 40
5.3.2 购物体验价值量表因子分析 41
5.3.3 信任量表因子分析 41
5.3.4 竞争优势量表因子分析 42
5.4 结构方程模型（SEM）分析 43
5.4.1 模型拟合程度分析 44
5.4.2 假设检验 45
5.4.3 实证结果 47
5.5 百货商店间比较分析 49
6 结论和建议 54
6.1 研究结论 54
6.2 管理建议 55
6.3 研究的局限性及未来研究方向 56
附 录 58
参考文献 61
后 记 70
关键词：店铺环境，竞争优势，零售企业
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