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標題: 華人於常見零售據點中之消費心理: 以熱鬧與閑靜之紮根理論為例
Chinese Consumer Psychological Perspectives of Common Retail Formats: A Grounded Theory of Renao and Xianjing
作者: Lin, Tien-Chun
關鍵字: 熱鬧
Retailer format
Grounded Theory
Qualitative research
NVivo software
出版社: 行銷學系所
摘要: Retail format evolution is affected by a combination of local and global pressures. In Taiwan, some new formats are often perceived by Western observers as modern or global retail formats. Yet closer examination shows a strong local influence as successful retailers take advantage of their understanding of local consumer values. The purpose of this study is to describe the attributes of retailers that draw on local values through a combination of deep psychological interviews and actual observation of retail locations. Preliminary research examined the perceptions, from a consumer psychology perspective, of consumers toward common retail settings that have local cultural relevance. Two retail orientations were uncovered in the psychological stage: renao (熱鬧) and xianjing (閑靜). These two orientations represented very different, yet linked and complementary retail experiences closely linked with self identification. The current research used direct retail observations in order to confirm which psychological attributes actually exist across Taiwan retailers in order to generate a better description of how localized is constructed in the Taiwan setting, and within the Chinese cultural diasporas more generally. Using a grounded theory approach, attributes found at retail locations were recorded and analyzed, describing a common servicescape and two very different orientations aligning with renao and xianjing. The qualitative software package NVivo was used to explore common servicescape attributes for the two orientations. The resulting rich data shows respondents'' perceptions of two contrasting value sets are mirrored in the surrounding retail reality and that physical servicescapes employ a few core attributes that signal membership in one or the other orientations. Results describe a set of attributes that are common across retailers and can thus be labeled as modern retail requirements. Employing Chi-squared, attributes were tested for uniqueness and the most important attributes for both the renao and xianjing orientations drawn out. These results where then used to place attributes within conceptual consensus models derived from the psychological studies. These findings were then used in a model that includes values of consumption as well as retailers attempts to tap into those values. The orientations of renao and xianjing describe consumption values that have deep psychological importance for Consumers within Chinese cultural settings.
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