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The impact of consumer- and retailer-related factors on marketing outcomes: A comparison of local and national department stores in Thailand.

机译：消费者和零售商相关因素对营销结果的影响：泰国本地和国家百货商店的比较。

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摘要

This dissertation proposes a model of consumer department store patronage behavior that integrates multiple theoretical approaches within the context of the Thai retail sector. The objectives of the study are to: (1) examine the extent to which consumer-related factors (i.e., shopping motivations) influence perceptions of retailer-related factors (i.e., store attributes) within the context of both local and national Thai department stores, (2) investigate the relative efficacies of retailer-related factors (i.e., store attributes) in predicting shopping mall patronage behaviors (e.g., satisfaction, loyalty) within the context of local and national Thai department stores, and (3) examine the differences, if any, between the impact of consumer- and retailer-related factors on local and national Thai department store patronage behaviors.;Data were collected from Thai consumers residing in two metropolitan cities in Thailand: Bangsaen and Chonburi. A mall intercept approach was employed at various locations in both cities, including outside of a national department store (Central) and a local department store (Laemtong). The final sample was comprised of 807 usable questionnaires. Of these, 483 were females and 324 were males whose ages ranged from 18 to 65 years.;Structural equation modeling was employed through LISREL 8.8 to test all hypothesized relationships. Results revealed a chi2/ df of 3523.67 (df = 1355, p < .01), a chi2/df = 2.60, a NFI = 0.95, a TLI = 0.97, a CFI = 0.97, a PNFI = 0.90, and RMSEA = 0.07 for the local department store sample. For the national department store sample, results revealed a chi 2/df of 4394.05 (df = 1355; p < .01), a chi2/df = 3.24, NFI = 0.92, TLI = 0.94, CFI = 0.95, a PNFI = 0.87, and RMSEA = 0.08. Results of both samples suggest that the hypothesized structural relationships for both the local and the national department store samples fit the data reasonably well.;Specifically, results indicate that within the context of both local and national department stores, design cues, ambient cues, and social cues are important for consumers with hedonic and/or social motivations. However, for consumers with utilitarian motivations, only design cues are important, while social cues are important when shopping at national department stores. In addition, favorable perceptions of design cues, ambient cues, and social cues positively influence store choice criteria as measured in terms of perceived merchandise and service value, which, in turn, impact store patronage behaviors (i.e., overall satisfaction and store loyalty). Furthermore, consumers place different degrees of importance on in-store marketing communication when evaluating store merchandise and service at local as compared to national department stores, resulting in different levels of satisfaction and store loyalty. Theoretical and practical implications of the study are discussed. Limitations of the study are considered and, finally, suggestions for further research on the topic are provided.
机译：本文提出了一种消费者百货商店顾客行为的模型，该模型在泰国零售业的背景下整合了多种理论方法。该研究的目的是：（1）在泰国本地和国家百货商店的背景下，检验与消费者相关的因素（即购物动机）在多大程度上影响对零售商相关因素（即商店属性）的看法，（2）研究与零售商相关的因素（即商店属性）在预测当地和国家泰国百货商店背景下的购物中心光顾行为（例如满意度，忠诚度）方面的相对效率，以及（3）检验差异消费者和零售商相关因素对当地和国家泰国百货商店光顾行为的影响之间的关系，如果有的话。数据来自居住在泰国两个大城市Bangsaen和Chonburi的泰国消费者。在两个城市的不同地点都采用了购物中心拦截方法，包括在国家百货商店（中央）和当地百货商店（Laemtong）之外。最终样本包括807个可用问卷。其中，女性483位，男性324位，年龄在18至65岁之间。通过LISREL 8.8使用结构方程模型来检验所有假设的关系。结果显示chi2 / df为3523.67（df = 1355，p <.01），chi2 / df = 2.60，NFI = 0.95，TLI = 0.97，CFI = 0.97，PNFI = 0.90和RMSEA = 0.07用于本地百货商店样本。对于国家百货商店样本，结果显示chi 2 / df为4394.05（df = 1355; p <.01），chi2 / df = 3.24，NFI = 0.92，TLI = 0.94，CFI = 0.95，PNFI = 0.87 ，并且RMSEA = 0.08。两个样本的结果都表明，本地和国家百货商店样本的假设结构关系合理地拟合了数据;具体而言，结果表明，在本地和国家百货商店的背景下，设计提示，环境提示和社交提示对于具有享乐主义和/或社交动机的消费者很重要。但是，对于具有功利动机的消费者，只有设计提示很重要，而在国家百货商店购物时，社交提示很重要。另外，对设计提示，环境提示和社交提示的良好认知会积极影响商店选择标准，以感知的商品和服务价值来衡量，进而影响商店的光顾行为（即总体满意度和商店忠诚度）。此外，与国家百货商店相比，消费者在评估本地商店的商品和服务时，对店内营销传播的重视程度不同，从而导致满意度和商店忠诚度不同。讨论了这项研究的理论和实践意义。考虑到研究的局限性，最后，提供了对该主题进行进一步研究的建议。

著录项

  • 作者

    Kananukul, Chawanuan Fai.;

  • 作者单位

    The University of North Carolina at Greensboro.;

  • 授予单位 The University of North Carolina at Greensboro.;
  • 学科 Business Administration Marketing.;Asian Studies.
  • 学位 Ph.D.
  • 年度 2014
  • 页码 247 p.
  • 总页数 247
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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