娱乐体验中情感因素对购物中心魅力度的影响

本研究基于Mehrabian-Russell模型,构建了购物者娱乐体验、消费者情感和商业集聚魅力度的关系模型。在购物中心娱乐设施旁拦截访问获取数据,SEM分析表明,娱乐体验对消费者情感和魅力度有正向影响,消费者情感的各维度对魅力度的影响各不相同,其中,愉快可以提升购物者的停留意愿和再惠顾意向;唤醒可以提升购物者的停留意愿,但不能带来购物者的再惠顾意向;控制不能提升购物者的停留意愿,但可以带来更多的再惠顾。这些效应将为设置不同的环境刺激来操纵购物者情感进而提升其魅力度提供理论支持。

Effect of Consumer Emotions on Attractiveness in Mall Entertainment Experience

Based on Mehrabian-Russell model,the research incorporates customer entertainment experience,consumer emotions and the attractiveness of retail agglomerations into a theoretical model,which reflects that entertainment experience positively affects customer emotions and the attractiveness of a retail agglomeration through utilizing SEM to analyze the data collected near by the entertainment section in a shopping mall.Additionally,we reveal that the dimensions of customer emotions produce different effects on the attractiveness of a retail agglomeration.Specifically,pleasure can increase customers' both desire to stay and repatronage intention;arousal can increase customers' desire to stay but not to repatronage intention;dominance can increase customers' repatornage intention but not to desire to stay.The above-mentioned effects will provide theoretical support for setting different environmental stimuli to manipulate the shopper's emotions to enhance its attractiveness.