商店的幽默氛围如何、何时以及为何影响零售顾客的购买?

IF 4.4 Q2 BUSINESS Journal of Marketing Theory and Practice Pub Date : 2022-07-22 DOI:10.1080/10696679.2022.2080712

Michel Tremblay

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引用次数: 0

摘要

摘要本研究考察了依恋性和攻击性幽默气氛水平以及幽默气氛的可变性对顾客购买的影响，以及顾客对服务质量的感知对这种关系的中介作用。67名店长评估了615名员工的幽默使用情况，3533名顾客接受了调查，以评估他们所获得的服务质量和购买行为。结果表明，当商店中这种幽默使用的可变性较低时，高依恋幽默气氛与顾客对服务质量的感知下降有关。此外，攻击性幽默的大量使用与顾客购买量的减少有关。

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How, when, and why do stores’ humor climates affect retail customer purchase?

ABSTRACT This study examines the influence of affiliative and aggressive humor climate levels and variability of humor climates on customer purchase, and the mediating effect of customer perceptions of service quality on such relationships. Sixty-seven store managers assessed 615 employees’ use of humor, while 3533 customers were surveyed to assess the quality of service received and their purchase behavior. Results show that a high affiliative humor climate was associated with a decrease in customer perceptions of service quality when variability in this humor usage was low in stores. Furthermore, high usage of aggressive humor was associated with a decrease in customer purchase.

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.