CAJ | 학술논문

本文在零售顾客感知归类模型的基础上构建了顾客感知差异化对惠顾与溢价支付意愿影响机理的理论模型，并通过大规模调查，运用结构方程及回归分析对该模型进行检验。研究结果显示感知差异化与享乐性价值、功用性价值、店铺印象存在正相关关系，而享乐性价值、功用性价值、店铺印象与惠顾意愿、溢价支付意愿的关系受到场所依赖的部分中介作用。本文还发现在高顾客介入情境下，功用性价值对场所依赖的影响程度削弱，店铺印象对场所依赖的影响增强。
본문재령수고객감지귀류모형적기출상구건료고객감지차이화대혜고여일개지부의원영향궤리적이론모형，병통과대규모조사，운용결구방정급회귀분석대해모형진행검험。연구결과현시감지차이화여향악성개치、공용성개치、점포인상존재정상관관계，이향악성개치、공용성개치、점포인상여혜고의원、일개지부의원적관계수도장소의뢰적부분중개작용。본문환발현재고고객개입정경하，공용성개치대장소의뢰적영향정도삭약，점포인상대장소의뢰적영향증강。
This paper has constructed the theoretical model of the impact mechanism of perceived differentiation to retail customer＇s patronage intentions and willingness to pay a premium on the basis of the retail customer perception and categorization model. Through mass survey and the use of structural equation modeling and regression analysis, this paper has tested the theoretical model. The results show that there is positive correlation between perceived differentiation and hedonic value, also with utilitarian value, store image. The correlations among hedonic value, utilitarian value, store image and patronage intentions and willingness to pay premium are mediated by place dependence. This paper has also studied the role of customer involvement, the result showed that in high customer involvement context, the correlation between u- tilitarian value and place attachment would be weakened, would be strengthened. and the correlation between store image and place attachment