历史街区顾客地方依恋与购物满意度的关系——以苏州观前街为例
网络出版日期: 2010-03-25
基金资助
国家自然科学基金项目(40601031)；安徽省人文社科基地重大研究项目(2005sk069)；中国科学院南京地理与湖泊研究所领域前沿项目(CXNIGLAS200812)
Relationship between Place Attachment of Historic Street and Customer Shopping Satisfaction: A Case Study of Guanqian Street
Online published: 2010-03-25
基于“地方依恋”与“美国顾客满意度指数(ASCI)模型”基本理论，通过构建顾客地方依恋与购物满意度之间的结构关系模型，采用通径分析、相关分析及验证性因子分析等研究方法，探讨了苏州观前街历史街区型购物场所顾客地方依恋对购物满意度的影响关系，结果表明：①地方依恋对顾客购物满意度、购物抱怨及购物忠诚度均具有不同程度的影响效应；②地方依恋对顾客购物满意度具有最为显著的正向影响、对购物抱怨的直接负向影响显著、通过顾客购物满意度对购物抱怨具有间接的负向影响，但并不显著；③地方依恋对顾客购物忠诚度的直接影响及以购物满意度为中介变量的间接影响均为显著。最后提出了增进观前街与顾客之间人地情感联结关系，以提高顾客游憩及休闲购物满意度的主要途径。
钱树伟1|苏勤1|郑焕友1,2 . 历史街区顾客地方依恋与购物满意度的关系——以苏州观前街为例[J]. 地理科学进展, 2010 , 29(3) : 355 -362 . DOI: 10.11820/dlkxjz.2010.03.015
Based on the theories of Place Attachment and American Customer Satisfaction Index Model, the influence of place attachment on customer shopping satisfaction was explored by constructing the structural relationship model of place attachment and customer shopping satisfaction, and using path analysis, correlation analysis and confirmatory factor analysis and other research methods. A total of 256 questionnaires from the shoppers on Guanqian Street in Suzhou city were analyzed in this paper. The results showed that: (1) Place attachment had certain degree influence on customer shopping satisfaction, customer complaint and customer shopping loyalty. The function elements and the emotional bonds between customer and historic street were both important influencing factors of customer shopping satisfaction, customer complaint and customer shopping loyalty. (2) Place attachment had most significant positive influence on customer shopping satisfaction, which illustrated that the key to successful development was preservation of place characteristics, continuation of traditional features and agglomeration of traditional commercial form. And it was an effective development model to combine exhibition traditional features with modern leisure shopping. (3) Place attachment had a significant negative effect on customer complaint, and had an indirect and insignificant negative effect on customer complaint working through customer shopping satisfaction. This showed that antique historic buildings and colorful local featured products met and satisfied customers’ psychological demands and emotional appeal for sightseeing, tracing historic memories and characteristic leisure shopping experiences, which was an important way to reducing customers’ complaints and enhancing the level of customers’ emotional attachment. Besides, to strengthen visitor management and improve the service functions is still an important aspect of sustainable development of Guanqian Street. (4) Place attachment had a direct significant impact on customer shopping loyalty, and had an indirect significant impact when customer shopping satisfaction was taken as an intermediate variable. It was an opportunity to improve the convenience and timeliness of neighborhood complaint service. Complaint service processing was an important channel for strengthening subject-object interaction and emotional marketing in neighborhood. Constantly enhancing the emotional link between people and land (customers and Guanqian Street) was an effective way to reduce customers’ complaints and improve customers’ satisfaction and loyalty. The objective of this paper was to provide references for preservation of endemic elements, creation of good leisure shopping atmosphere and persistence of commercial vitality, and to further enrich the theory of domestic shopping satisfaction and expand the theory perspective of local attachment.
Key words： customers; Guanqian Street; historic street; place attachment; shopping satisfaction
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