中文摘要：

顾客去商场的购物导向趋向多元化方向发展：有的顾客到商场主要是进行购买（购买导向），而有的顾客却主要是为了获得体验（体验导向）。针对顾客的特点。商场应该同时提供商品价值和体验价值以满足不同顾客的不同需求。在理解具有不同购物导向的顾客特征和所追求价值的基础上,本文研究管理者应该如何设计与管理各种商场因素同时提供商品价值与体验价值,以吸引和满足具有不同购物导向的顾客,以及不同购物导向如何影响顾客对商场的满意度和忠诚度。

英文摘要：

Consumer shopping orientation tend to be diversifying： some customers go shopping mainly for buying （purchase orientation）, and others mainly for experience （experience orientation）. Therefore, a store should deliver experience value as well as merchandise value to satisfy the different needs of customers with different orientations. Based on the understanding of the characteristics of customers with different shopping orientations, and the shopping values they seek in a store, we investigate the issue of how store managers should design and manage various store factors to deliver the two shopping values simultaneously to attract customers with different shopping orientations, and how shopping orientations influence customers＇ satisfaction and future intentions towards the store.