民营超市购物选择行为影响因素的模型构建与实证研究——以福州市为例

超市是购物休闲的重要场所,探究消费者购物选择行为对超市经营发展有重要作用。该研究以永辉民营连锁超市为载体,采用结构方程模型构建社区居民购物选择行为影响因素与选择行为结果之间数量关系的计量量表。研究表明:(1)福州民营超市消赞者选择行为结果受到多重因素的综合影响;(2)商品退换保证成为民营超市管理环节的重要组成部分;(3)交通便捷程度是购物行为的主要制约四素;(4)网络传媒和朋友推荐是重要的购物信息来源。该研究建立存商业地理学和行为地理学基础上,为民营企业经营决策提供科学依据。

MODEL CONSTRUCTION ON SHOPPING CHOICE BEHAVIOR INFLUENCE FACTORS IN PRIVATE SUPERMARKET: A CASE STUDY OF FUZHOU

Foreign supermarkets such as Carrefour and Wall-Mart,and state-owned supermarkets such as Hualian and Shiji Hualian together with private supermarkets such as Yong-Hui and Suguo constituted the three basic supermarket patterns in China.Fuzhou as a comparatively developed coastal city,its residents have a considerably strong consuming ability.Compared to other large state-owned supermarkets or foreign ones,Yong-Hui private supermarket enjoys a promising development in Fuzhou.Up to the end of 2010,there were 53 Yong-Hui supermarkets in business,and it became an important choice for residents in Fuzhou City.This paper has established a measurement scale relationship between influencing factors of community residents' shopping behavior and the results of choice behavior,then using structure equation analysis software for data analysis,take Fuzhou Yong-Hui private supermarket as an example.The study showed:1)AMOS structure equation model is a scientific new method to quantitative correlation degree of different choice behavior influencing factors;2) The case study indicated that there are multiple influence factors effect on the results of residents' shopping choice behavior in Fuzhou city;3) The goods guarantee become an important part of private supermarket management;4) The main restricting factors of shopping behavior is traffic condition;5) Network,media and friends' recommend are main source of information.