發(fā)布時間：2018-03-29 14:34

  本文選題：迪卡儂　切入點：購物體驗　出處：《上海體育學(xué)院》2017年碩士論文

【摘要】：近年來隨著運(yùn)動超市在國內(nèi)的快速發(fā)展,顧客開始關(guān)注他們在購物過程中獲得的購物體驗。因為運(yùn)動超市具有獨(dú)特的體驗性質(zhì),我們已經(jīng)不能夠以傳統(tǒng)零售的視角對店內(nèi)購物體驗進(jìn)行相關(guān)研究。國內(nèi)最早且最具代表性的運(yùn)動超市為法國奧克西蘭集團(tuán)下的迪卡儂體育用品公司。雖然體育超市進(jìn)入中國已經(jīng)十余年,但在該領(lǐng)域卻并沒有出現(xiàn)能夠與迪卡儂競爭的運(yùn)動超市。俄羅斯和瑞士的兩家國際運(yùn)動超市巨頭在中國的發(fā)展規(guī)模以及速度均遠(yuǎn)不如迪卡儂,迪卡儂目前開店數(shù)量兩百余家,計劃在2020年開設(shè)門店500家,發(fā)展速度極快。因此想要對運(yùn)動超市的發(fā)展進(jìn)行研究,迪卡儂是一個很好的選擇。迪卡儂的發(fā)展模式在國內(nèi)仍然非常新穎。目前關(guān)于運(yùn)動超市的研究普遍偏少,而涉及到運(yùn)動超市購物體驗和購買意愿這個視角的研究則顯得更加地少。全產(chǎn)業(yè)一體化是迪卡儂發(fā)展迅速的關(guān)鍵,但同時如何提高顧客體驗以促進(jìn)購買意愿也是這類運(yùn)動超市發(fā)展過程中需要關(guān)注的點。本文主要研究運(yùn)動超市購物體驗與顧客感知價值和購買意愿三者之間的關(guān)系,并借鑒前人的研究,參考了Terblanche的店內(nèi)購物體驗的5個維度,并進(jìn)行了相應(yīng)的修改,使其符合研究需要,建立假設(shè)模型。然后對上海地區(qū)的迪卡儂門店進(jìn)行了關(guān)于購物體驗和購買意愿的相關(guān)調(diào)查,對其中具有代表性的5家零售門店進(jìn)行問卷發(fā)放,最后通過SPSS和結(jié)構(gòu)方程模型進(jìn)行驗證。研究結(jié)果顯示:1.迪卡儂店內(nèi)購物體驗的5個維度(人員接觸、商品價值、店內(nèi)環(huán)境、商品組合、投訴處理)中只有商品價值、商品組合和投訴處理三個維度正向影響購買意愿;而人員接觸和店內(nèi)環(huán)境并不能直接影響顧客購買意愿。2.店內(nèi)購物體驗中的店內(nèi)環(huán)境沒有對功能價值產(chǎn)生顯著影響,但5個維度對情感價值均有顯著的正向影響。3.顧客感知價值中的功能價值和情感價值對購買意愿有著顯著的正向影響。文章根據(jù)結(jié)論提出相應(yīng)的建議:1.運(yùn)動超市需創(chuàng)造良好的購物體驗。對于購物體驗特色明顯的迪卡儂,在平時應(yīng)加強(qiáng)各運(yùn)動種類體驗區(qū)的建設(shè)與維護(hù);2.關(guān)注顧客的情感價值和功能價值。銷售人員應(yīng)該加強(qiáng)學(xué)習(xí)相應(yīng)的產(chǎn)品知識并為顧客推薦最合適的產(chǎn)品;而在投訴處理上,一定要確保程序的規(guī)范,減少顧客投訴,使顧客滿意。3.超越顧客現(xiàn)有的期望。提升店與店之間的合作,最大限度地提升顧客滿意度。
[Abstract]:In recent years, with the rapid development of sports supermarkets in China, customers begin to pay attention to the shopping experience they get in the process of shopping. The earliest and most representative sports supermarket in the country is the Decathlon sporting goods company under the group of Occidental, France. Although sports is super. It has been more than ten years since the city entered China. However, there are no sports supermarkets that can compete with Decathlon in this field. The two international sports supermarket giants in Russia and Switzerland are far less developed in China than those in China. There are more than 200 stores opened by Decathlon at present. Plan to open 500 stores by 2020, which is growing very fast. So I want to study the development of sports supermarkets. Decathlon is a good choice. The development model of Decathlon is still very new in China. At present, the research on sports supermarket is generally on the low side. However, the research on the shopping experience and purchase intention of sports supermarkets is much less. The whole industry integration is the key to the rapid development of Decathlon. But at the same time, how to improve the customer experience to promote the purchase intention is also the focus of attention in the development of sports supermarket. This paper mainly studies the relationship between the shopping experience of sports supermarket and customer perceived value and purchase intention. Referring to the previous studies and referring to the five dimensions of Terblanche's in-store shopping experience, the corresponding modifications are made to meet the needs of the research. A hypothetical model was established. Then, a survey was conducted on the shopping experience and purchase intention of the Decathlon stores in Shanghai, and a questionnaire was sent out to 5 representative retail stores. Finally, it is verified by SPSS and structural equation model. The results show that there is only the value of goods in the five dimensions (personal contact, commodity value, in-store environment, commodity combination, complaint handling) of the shopping experience in the Decathlon store. The three dimensions of portfolio and complaint processing positively affected the purchase intention, while the personal contact and the in-store environment did not directly affect the customer's purchase intention .2. the in-store environment in the in-store shopping experience did not have a significant impact on the functional value. However, the five dimensions have significant positive influence on emotional value. 3.Functional value and emotional value in customer perceived value have significant positive influence on purchase intention. This paper puts forward corresponding suggestions according to the conclusion: 1. Need to create a good shopping experience. For the shopping experience with obvious characteristics of the Decathlon, At ordinary times, we should strengthen the construction and maintenance of the experience areas of various sports types. 2. Pay attention to the emotional and functional values of the customers. The salespeople should strengthen the study of the corresponding product knowledge and recommend the most suitable products for the customers; however, in the handling of complaints, Make sure that procedures are standardized, reduce customer complaints, and make customers satisfied. 3. Exceed existing customer expectations. Enhance cooperation between stores and maximize customer satisfaction.
【學(xué)位授予單位】：上海體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F717.6;F713.55

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