消费者感知零售商创新性：结构测量及对感知价值和消费者忠诚的三重作用路径与边界条件研究

The success of retail innovations depends on consumers' perception and evaluation of innovation. However, the researchers often overlook consumer opinions. This project aims to examine consumers' perception of retailer innovativeness and its three routes and boundary conditions of influence on perceived value and consumer Loyalty. First, we will identify the structural dimensions of the consumers' perceived retailer innovativeness and establish a consumers' perceived retailer innovativeness scale adaptable to a wide variety of retail formats. Second, we will reveal three different routes from consumers' perception of retailers' innovativeness to perceived value and consumer loyalty. The first is an economic route which is represented by consumers' perception of retailers' innovativeness→assumed expensiveness→both perceived quality and perceived sacrifice→perceived value→loyalty path. The second is an affection route, which is represented by consumers' perception of retailers' innovativenes→consumer-retailer affection→perceived value→loyalty path. The third is an informational route, which is represented by consumers' perception of retailers' innovativeness→perceived uniqueness→perceived value→loyalty path. Then, the moderating effect of retail format, salesperson responsiveness and sensation seeking in the three routes is also examined respectively. The findings help to enhance the understanding of consumers’perceived retailer innovativeness and its relationship with consumer behavior; they also have some important practical inspirations for the retailers who are facing with the‘tide of closing of stores’ to promote innovations.

零售创新的成功取决于消费者对创新性的认知和评价，然而研究者常常忽略了消费者的看法。本项目主要考查消费者感知零售商创新性及其对感知价值和消费者忠诚的三重作用路径与边界条件。首先，本项目将确认消费者感知零售商创新性的结构维度，并建立适应于多业态的消费者感知零售商创新性量表。其次，本项目将揭示从消费者感知零售商创新性到感知价值和忠诚的三条不同的影响路径。①经济路径：“消费者感知零售商创新性→假定昂贵→感知质量、感知牺牲→感知价值→忠诚”；②情感路径：“消费者感知零售商创新性→消费者-零售商情感→感知价值→忠诚”；③信息路径：“消费者感知零售商创新性→感知独特性→感知价值→忠诚”。再次，本项目将探索零售业态、销售员响应性和刺激寻求在三条路径中的调节作用。本项目研究结果有助于增强对消费者感知零售商创新性及其与消费者行为关系的理解，对于指导面临着“关店潮”的零售商如何推动创新也具有重要的实践启示。

零售市场不断出现“关店潮”现象，创新成为零售企业发展的现实选择。随着创新研究从企业视角拓展到消费者视角，零售创新的研究学者开始关注消费者感知零售商创新性。但现有文献的量表存在明显缺陷，也没有揭示消费者感知零售商创新性对感知价值和忠诚影响的机制和边界条件。.本研究主要研究消费者感知零售商创新性及其对感知价值和忠诚影响的三重作用路径和边界条件。本项目重新开发了“消费者感知零售商创新性量表”，研究发现：消费者感知零售商创新性是一个多维度构念，包含消费者感知技术创新性、消费者感知产品和服务创新性、消费者感知体验创新性、消费者感知促销创新性以及消费者感知业态创新性5个维度，其测量量表由5个因子16个题项构成。本项目研究了“消费者感知零售商创新性对感知价值和消费者忠诚影响的三重作用路径和边界条件“，其中经济路径为：消费者感知零售商创新性正向影响假定昂贵；假定昂贵一方面正向影响感知质量，另一方面影响感知牺牲；感知质量和感知牺牲正向影响功能价值进而影响忠诚；消费者感知零售商创新性对忠诚的影响受到零售业态的调节，百货店影响影响最大，便利店次之，超级市场影响最小。情感路径为：消费者感知零售商创新性正向影响消费者-零售商情感，消费者-零售商情感正向影响感知价值进而影响忠诚，销售员响应性正向调节消费者感知零售商创新性和消费者-零售商情感之间的关系。信息路径为：消费者感知零售商创新性正向影响感知独特性，感知独特性正向影响社会价值进而影响忠诚，刺激寻求正向调节消费者感知零售商创新性正向影响感知独特性的关系。本项目还研究了“矛盾态度对消费者购买决策的影响”，研究发现：矛盾态度和信息加工影响消费者选择性信息接触，矛盾态度和选择数量影响决策满意度，矛盾态度影响决策后自我评价。.上述研究为消费者感知零售商创新性及其与消费者行为之间的关系提供了新的洞见，对于指导面临着“关店潮”的零售商如何推动创新具有重要的实践启示。

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