Research the relations between the traditional cultural attributes of shopping street and consumer behavior

摘要

The traditional commercial streets with its unique traditional culture attribute constant stimulus to consumers, make consumers produce different perceived value, thus influence their patronage intentions. If commercial street can know consumers how to perceive traditional culture properties, then the corresponding protection and transform can improve the attractiveness of commercial street. The contents are as follows: First, the concept and measurement scale of Commercial Street traditional cultural property are proposed; Second, based on “S-O-R” theory, this paper examines the impacts of traditional culture properties of the commercial street on consumer perceived value and repurchase intention. The results show that: the scale has good reliability and validity; including five dimensions: architectural culture, history culture, food culture, folk culture and business culture; commercial street traditional cultural properties have significant positive impact on perceived value and repurchase intention; customer perceived value has significant positive impact on consumer repurchase intention; customer perceived value is the mediator of the other two variables. Theoretical contribution of this study is based on cluster level and were from the consumer perspective the issue of the attractiveness of shopping streets, this is the fascination of gathering useful complement to theoretical studies. Commercial Street is proposed configuration of traditional culture, bearing in mind the measurement scale properties, and promote the abstract constructs of this quantitative study, provided for future research measurement tools, digging out the traditional commercial street in the consumer perception of traditional cultural identity clues.