CAJ | 학술논문

本文采用文献研究、问卷调查等多种研究方法构建了一个包含5个影响因子42个测量项目的顾客感知购物价值量表，并基于广州、香港和澳门顾客购物行为的问卷调查数据，采用SPSS19．0和Lisre18．7对量表进行探索性因子分析和验证性因子分析。分析结果表明，本文所构建的顾客感知购物价值量表具有较好的可靠性、收敛效度和判别效度。同时，本文研究了在不同地区影响顾客感知购物价值的各因素与购物满意度的关系，回归分析的结果表明三地顾客的购物满意度均受购物环境和价格的影响。此外，顾客的购物满意度在广州还受人员服务以及商店规章和制度的影响，在香港还受商店规章和制度的影响，在澳门还受商品的影响。
본문채용문헌연구、문권조사등다충연구방법구건료일개포함5개영향인자42개측량항목적고객감지구물개치량표，병기우엄주、향항화오문고객구물행위적문권조사수거，채용SPSS19．0화Lisre18．7대량표진행탐색성인자분석화험증성인자분석。분석결과표명，본문소구건적고객감지구물개치량표구유교호적가고성、수렴효도화판별효도。동시，본문연구료재불동지구영향고객감지구물개치적각인소여구물만의도적관계，회귀분석적결과표명삼지고객적구물만의도균수구물배경화개격적영향。차외，고객적구물만의도재엄주환수인원복무이급상점규장화제도적영향，재향항환수상점규장화제도적영향，재오문환수상품적영향。
With the application of literature research and questionnaire survey, this study develops a scale with 5 dimensions and 42 items to measure customer perceived value of shopping. Based on customer shopping behavior questionnaire survey data of Guangzhou, Hong Kong and Macao, this study uses SPSS 19.0 and Lisrel 8.70 to do exploratory and confirmatory factor analysis. The results show that the scale of customer perceived value of shopping is reliable and has con- vergent and discriminant validity. Simultaneously, this paper studies the relationship between the factors affecting customer perceived value of shopping and customer shopping satisfaction in different regions. Regression analysis result indicates that no matter in which place, customer satisfaction is affected by shopping environment and price. And in Guangzhou, the customer shopping satisfaction is also affected by personnel service and rules and regulations of the store; in Hong Kong, it is also affected by rules and regulations of the store; in Macao, it is also affected by commodity.