购物中心消费者行为研究述评与展望

Abstract

与购物中心迅速发展的势头相比，国内对购物中心内消费者行为的理论研究则显得相对滞后。本文涵盖了不同国家有关购物中心消费者行为研究的理论和文献，从消费者心理和行为的角度，分析与传统环境的消费行为相比，购物中心消费者行为的特点，购物中心环境对消费者行为的影响，以及消费者对购物中心环境的期望，并结合国内社会环境和消费者心理的特殊性，提出中国购物中心消费者行为的未来研究方向。 Shopping mall is becoming one of the most favorite destinations for different kinds of consumers, but the research about Chinese consumer behavior in shopping mall seems a little bit hysteretic. The emphasis of our review is to classify the researches in order to give readers a straightforward direction of present studies (in nearly 20 years). The primary purpose of this review is to describe the researches about the development of shopping mall, characteristics of consumer behaviors in shopping mall, how consumer behavior will be influenced by shopping mall atmosphere and customer expectations on the environment of shopping mall. Combining with domestic social environment and the particularities of consumer psychology, we give some suggestions to further research about consumer behaviors in shopping mall in Chinese circumstance.