合肥工业大学学报（社会科学版）
閤肥工業大學學報（社會科學版）
합비공업대학학보（사회과학판）
JOURNAL OF HEFEI UNIVERSITY OF TECHNOLOGY(SOCIAL SCIENCES)
2014年
6期
37-43
,共7页
乐活营销%社区超市%感知价值%影响因素%合肥市
樂活營銷%社區超市%感知價值%影響因素%閤肥市
악활영소%사구초시%감지개치%영향인소%합비시
lifestyles of health and sustainability(LOHAS) marketing%community supermarket%per-ceptive value%influencing factor%Hefei City
基于Dabholkar零售业服务模型理论，文章构造了乐活营销的社区超市顾客感知价值影响因素模型，分析了影响社区超市顾客感知价值的六大因素，包括实体环境乐活因素、商品乐活因素、人员乐活因素、顾客导向政策乐活因素、现代技术手段乐活因素和感知成本乐活因素。通过对合肥市社区超市的实地问卷调查，验证了六大因素对于社区超市实施乐活营销的相对重要性；结果显示现代技术手段因素对社区超市实施乐活营销尤为重要。
基于Dabholkar零售業服務模型理論，文章構造瞭樂活營銷的社區超市顧客感知價值影響因素模型，分析瞭影響社區超市顧客感知價值的六大因素，包括實體環境樂活因素、商品樂活因素、人員樂活因素、顧客導嚮政策樂活因素、現代技術手段樂活因素和感知成本樂活因素。通過對閤肥市社區超市的實地問捲調查，驗證瞭六大因素對于社區超市實施樂活營銷的相對重要性；結果顯示現代技術手段因素對社區超市實施樂活營銷尤為重要。
기우Dabholkar령수업복무모형이론，문장구조료악활영소적사구초시고객감지개치영향인소모형，분석료영향사구초시고객감지개치적륙대인소，포괄실체배경악활인소、상품악활인소、인원악활인소、고객도향정책악활인소、현대기술수단악활인소화감지성본악활인소。통과대합비시사구초시적실지문권조사，험증료륙대인소대우사구초시실시악활영소적상대중요성；결과현시현대기술수단인소대사구초시실시악활영소우위중요。
Based on the theory of retail service models proposed by Dabholkar ,the models of factors in‐fluencing the guests'perceptive value of community supermarket with lifestyles of health and sustain‐ability(LOHAS) marketing in Hefei City are constructed .The results indicate that there are six major factors which influence the guests'perceptive value of community supermarket including LOHAS fac‐tors of physical environment , commodity , personnel , customer‐oriented policy , modern technical means and perceptive cost .The relative importance of the six factors to community supermarket with LOHAS marketing is validated by the questionnaire survey research of Hefei City ,and the results show that the modern technical means is very important to community supermarket with LOHAS marketing .
