零售地点空间方位特征对零售地点体验及消费者行为的影响

With the rapidly changing relationship between online and offline channels from competition to integration, the advantage of physical retailing environment in creating unique consumption experience are drawing more and more attention. Different from online retailing, an important feature of the physical retailing environment lies in its location-related attributes, and consumer experience of retail location based on the location-related attributes is one of the main sources that create the unique experience. Although consumers' perception of the relationship between a retail location and the spatial orientation and position of themselves’ is one of the important component of retail location based experience, extant retail environment literature lacks of a systematic research on the retail location experience, especially lacks of the research on the spatial orientation and position of retail locations from consumers’ perspective Based on the theories of environmental psychology, spatial cognition, and symbolic interaction, the current project investigates the influence of the spatial orientation and position of retail locations on the retail location based experience from the perspective of consumers. The project identifies three different retail location based consumer experiences, that is, retail location – personal position relevant experience, retail location – personal mobility relevant experience, and retail location – personal life space relevant experience, and discussed the effects of three spatial orientation and position features on these experiences, respectively. Through six studies, this project empirically examines the influence of spatial orientation and position features of retail locations on consumers’ retail location based experience; meanwhile it also tests the inner psychological processes and their impacts on consumer behavior. The findings will be conducive for the retailing enterprises to arranging their products and the shelf displays, as well as choosing the correct retailing locations and providing location based services.

随着线上线下渠道从竞争走向整合，实体零售环境在创造独特消费体验方面的优势正日益受到重视。而消费者基于零售环境的地点属性而形成的零售地点体验则是这种独特体验的主要来源。尽管消费者对零售地点与自身空间方位关系的感知是零售地点体验的重要组成部分，现有文献缺乏从消费者视角探索零售地点空间方位的研究。本项目基于环境心理学、空间认知、符号互动等理论，从消费者视角研究零售地点空间方位特征对零售地点体验的影响。我们识别了三种不同的零售地点体验——零售地点-个人位置关联体验、零售地点-个人移动关联体验以及零售地点-个人生活空间关联体验，并探讨了与之相对应的三种空间方位特征的影响作用；通过六个具体的研究设计，检查了零售地点空间方位特征对零售地点体验的影响、以及这种影响的内在心理过程和对消费者行为的影响作用。研究发现有助于零售企业合理安排产品及货架陈列、正确选址以及提供以位置为基础的服务。

零售空间环境在创造用户体验上具有不可或缺的重要性。本项目将消费者零售空间体验看作是消费者与零售空间“互动”过程的结果，因此从消费者与空间的联结关系视角展开本研究。根据消费者与零售空间之间的静止、动态以及生活意义联结关系，本项目组将零售地点体验分为三个内容主题——个人—空间位置体验、个人—空间动态体验、个人—空间意义体验，遵循“空间特征—空间体验—消费者行为”的研究思路，分别探索了消费者在零售空间中的体验感知形成及其影响后果。此外，本项目还结合具体行业，从零售服务体验和零售品牌体验两方面探讨了影响消费者零售体验的策略因素，以增强项目的实践价值。. 本课题主要包括四个子课题板块：子课题一从个人与空间位置的关系视角来探索空间体验对消费者行为的影响，探索了个人对空间位置的心理需要、个人与他人在空间中的相对位置以及空间受限特征对消费行为的影响。子课题二从个人在空间中的动态位置出发，来探索个人—空间动态体验对消费者行为的影响。项目组选择可能影响消费者空间体验感知的AR（现实增强）技术作为研究焦点。子课题三从个人对空间的理解和意义形成角度来探索消费者一般化的个人—空间意义感知以及在本体安全感受到感胁的情境中的个人—空间意义的理解。子课题四从零售服务和零售品牌管理实践出发，探索可能影响零售体验的策略和因素，以增强本项目的实践价值。. 本课题从消费者与零售空间的静态、动态以及生活意义的关系视角出发，对零售空间体验进行了系统研究，其成果丰富了现有零售空间体验文献。此外，本课题扩展了现有零售空间研究内容，从原有仅关注零售实体空间扩展到关注利用新技术来形塑零售实体空间；从原有仅关注零售空间体验扩展到更广泛的与零售活动相关体验；从原有关注常态化零售空间体验扩展到关注与疫情特征相关的非常态化零售空间体验。本研究研究成果为企业在零售环境中建立和管理零售体验提供了丰富的管理建议。