CAJ | 학술논문

居民购物满意度是居民对购物目的地的期望与到达购物地后对所花费成本、商品质量及所享受的服务等实际感知相比较后形成的愉悦或者失望的感觉状态,在购物目的地选择、认知评价中具有重要作用。文章基于结构方程模型,以旅游城市芜湖市居民为研究对象,分析了居民对中山路步行街的购物满意度及其主要影响因子。结果显示：居民在中山路步行街的购物满意度平均为3.46,满意程度较为一般,其中,居民购物环境感知、购物服务感知、购物质量感知是其购物目的地选择的主要影响因子,对购物满意度具有正向影响,并通过满意度影响忠诚度,但购物配套设施感知因子对居民购物满意度具有负向影响;居民购物满意度对忠诚度的路径系数为0.84,表明满意度直接影响忠诚度,从而间接对居民购物目的地决策产生影响。
거민구물만의도시거민대구물목적지적기망여도체구물지후대소화비성본、상품질량급소향수적복무등실제감지상비교후형성적유열혹자실망적감각상태,재구물목적지선택、인지평개중구유중요작용。문장기우결구방정모형,이여유성시무호시거민위연구대상,분석료거민대중산로보행가적구물만의도급기주요영향인자。결과현시：거민재중산로보행가적구물만의도평균위3.46,만의정도교위일반,기중,거민구물배경감지、구물복무감지、구물질량감지시기구물목적지선택적주요영향인자,대구물만의도구유정향영향,병통과만의도영향충성도,단구물배투설시감지인자대거민구물만의도구유부향영향;거민구물만의도대충성도적로경계수위0.84,표명만의도직접영향충성도,종이간접대거민구물목적지결책산생영향。
Residents＇ shopping satisfaction, which affects their choice of shopping destination, type and pattern of commodity consumption, and recommendations to others, is based on a comparison between expectations and actual costs, product quality, and service after reaching a shopping destination. Thus, residents＇ shopping satisfaction plays an important role in their evaluation of shopping destinations and their management and marketing. Currently, research on residents＇ satisfaction regarding housing quality, transportation, community environment, medical services, and shopping satisfaction focuses on customer surveys and also surveys of tourists＇ satisfaction in tourism destinations, with little attention paid to the satisfaction of residents in these ＇ tourist cities＇. The shopping satisfaction of residents involves their perception of having their shopping needs met with regard to destinations, supporting facilities, and services. Residents＇ perceptions of resources and the services at shopping destinations are correlated with their overall satisfaction. Based on domestic and foreign literature, we studied the pedestrian street of Zhongshan Road, which is the main shopping destination in the tourist city of Wuhu, China. We created a structural equation model from several features, including perceptions of the shopping environment, facilities, service, and quality of the goods, to discuss tourist-city residents＇ levels of satisfaction regarding shopping destinations. We then analyzed how their evaluation of shopping destinations influenced their shopping decisions. Results show that ：（ 1 ） Residents＇ perception of the shopping environment, service, and quality are the main factors influencing their choice of shopping destination. The average value of residents＇ shopping satisfaction for the pedestrian street of Zhongshan Road in Wuhu was 3.46. This is relatively low in relation to a satisfactory level of perception, indicating a large gap when compared with a very satisfied level of perception （which has a value of 5）. （2） From the path coefficients of residents＇ perceptions of the shopping environment, service, and quality （the values being 0.24, 0.35, 0.49, respectively）, we know that factors involving the shopping environment, service, and quality have a positive impact on residents＇ shopping satisfaction and further affect their loyalty. The higher were the residents＇ evaluations of their perceptions and the better their shopping experiences, the higher was the level of shopping satisfaction and thus the advancement of shopping loyalty. From the path coefficient of perception of shopping facilities （ the value was - 0.01 ） , we know which factors had a negative impact on residents＇ shopping satisfaction. （3） Combined with a questionnaire on residents＇ shopping behavior and analysis of residents＇ shopping decisions, we found that transportation accessibility was the most important factor influencing choice of shopping destination, with features of commodities （price, quality, and types） , followed by shopping service, being the next most influential. Respondents indicated ＇ supporting facilities＇ as being the least important feature influencing their shopping satisfaction, which is consistent with the results of the structural equation model. （4） The path coefficient of residents＇ shopping satisfaction for loyalty was high （ the value was 0.84） , which indicates shopping satisfaction had a direct impact on loyalty and thus indirectly affected the choice of residents＇ shopping destinations. Our results on residents＇ shopping satisfaction can enrich research on urban residents＇ perceptions and provide reference for the management of similar pedestrian streets. Although there are some limitations to generalize these results to other pedestrian streets such as Wangfujing in Beijing or Nanjing Road in Shanghai, they do provide different views for the study of reasonable distribution and management of pedestrian streets. Because we studied local residents and excluded tourists, future studies can include other research objects and examine differences in shopping satisfaction between different areas and different groups. This can provide mechanistic insight into the reasons for any differences.