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首页> 外文期刊>Journal of Business Research >Making the store a place of learning: The effects of in-store educational activities on retailer legitimacy and shopping intentions
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Making the store a place of learning: The effects of in-store educational activities on retailer legitimacy and shopping intentions

机译：使商店成为学习的场所：商店内教育活动对零售商合法性和购物意愿的影响

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摘要

This article considers the store as a place of learning and builds on institutional theory to examine whether the implementation of educational activities in the store environment has a positive effect on consumer perceptions of retailer legitimacy and whether such legitimacy in turn has positive effects on shopping intentions. Findings from a study conducted in a real retail setting reveal that although in-store activities do not exert main effects on legitimacy and shopping intentions, corporate attributions play a major role. Precisely, the value that consumers derive from practicing an in-store educational activity increase retailer legitimacy and shopping intentions only when consumers do not perceive any corporate goals behind the implementation of the activity. Theoretical and managerial implications are discussed. (C) 2016 Elsevier Inc. All rights reserved.
机译：本文将商店视为学习的场所，并基于制度理论来研究在商店环境中实施教育活动是否对消费者对零售商合法性的看法具有积极影响，以及这种合法性又是否对购物意图产生积极影响。在真实零售环境中进行的一项研究发现，尽管店内活动对合法性和购物意图没有产生主要影响，但公司归因起着主要作用。准确地说，只有当消费者没有意识到执行该活动背后的任何公司目标时，消费者通过进行店内教育活动所获得的价值才可以提高零售商的合法性和购物意愿。理论和管理意义进行了讨论。 （C）2016 Elsevier Inc.保留所有权利。

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