CAJ | 학술논문

商业集聚对现代都市、商品集散地以及产业园区的成长与繁荣具有非常重要的促进作用，商业集聚体的实体与经营价值的建立，作为一个空间结构所创造出来的整体氛围，使整体的购物环境得到改善，成为吸引消费者的重要因素。基于顾客认同的视角，以实证研究验证商业集聚印象对顾客认同和顾客公民行为的影响作用，并结合调节定向理论来进一步研究这一影响过程。研究结果显示，商业集聚印象不仅直接显著影响顾客公民行为，而且顾客认同在这个过程中起到部分中介作用，其中调节定向在商业集聚印象与顾客认同之间起到调节作用。
상업집취대현대도시、상품집산지이급산업완구적성장여번영구유비상중요적촉진작용，상업집취체적실체여경영개치적건립，작위일개공간결구소창조출래적정체분위，사정체적구물배경득도개선，성위흡인소비자적중요인소。기우고객인동적시각，이실증연구험증상업집취인상대고객인동화고객공민행위적영향작용，병결합조절정향이론래진일보연구저일영향과정。연구결과현시，상업집취인상불부직접현저영향고객공민행위，이차고객인동재저개과정중기도부분중개작용，기중조절정향재상업집취인상여고객인동지간기도조절작용。
Retail agglomeration has a very important role in promoting the concentration of modern commercial city and goods distribution center as well as the growth and prosperity of industrial park. The establishment of retail agglomeration entities and business value, which serves as an overall atmosphere created by a spatial structure, can improve the overall shopping envi- ronment and be an important factor to attract consumers. Based on the consumer identification perspective, this paper validates the influence of retail agglomeration image upon consumer identification and customer citizenship behavior （CCB） by empirical research and combines the regulatory focus theory to further study the influence process. The research result shows that not only retail agglomeration image has a significant impact on CCB but also consumer identification plays an intermediary role in the process, in which regulatory focus plays a moderating role between retail agglomeration image and consumer identification.