CAJ | 학술논문

商业集聚印象必然会影响集聚中的店铺印象,这个现象可以用购买风险感知理论进行解释。文章将消费者购买风险感知引入店铺印象转移模型中,从消费者心理的角度,探查商业集聚印象对店铺印象的影响原因,通过比较消费者在不同背景下购买心理的变化,揭示店铺印象转移产生的本源。结论得出：购物风险感知在百货店印象转移中起调节作用,在专业店印象转移中起中介作用。
상업집취인상필연회영향집취중적점포인상,저개현상가이용구매풍험감지이론진행해석。문장장소비자구매풍험감지인입점포인상전이모형중,종소비자심리적각도,탐사상업집취인상대점포인상적영향원인,통과비교소비자재불동배경하구매심리적변화,게시점포인상전이산생적본원。결론득출：구물풍험감지재백화점인상전이중기조절작용,재전업점인상전이중기중개작용。
The image of a retail cluster may influence,or be transferred to,the image of individual stores within the cluster,and this may be explained by the framework of shopping risk theory.A 2×2 experiment was conducted by taking cluster image and store type as independent variables and store image and shopping risk as dependent variables.A sample of 89 undergraduates was divided at random into four treatment conditions.The findings suggested that the risk perception has different roles in the image transfer process,and it is a moderator variable in department store image transference,but a mediator variable in specialty store image transference.