{"id":25001,"date":"2017-08-07T18:38:19","date_gmt":"2017-08-07T18:38:19","guid":{"rendered":"http:\/\/news.umich.edu\/2017\/08\/07\/%e7%a0%94%e7%a9%b6%ef%bc%9a-%e9%9d%a2%e5%af%b9%e7%94%b5%e5%95%86%ef%bc%8c%e5%ae%9e%e4%bd%93%e5%ba%97%e5%a6%82%e4%bd%95%e8%84%b1%e9%a2%96%e8%80%8c%e5%87%ba%ef%bc%9f\/"},"modified":"2017-08-07T18:38:19","modified_gmt":"2017-08-07T18:38:19","slug":"%e7%a0%94%e7%a9%b6%ef%bc%9a-%e9%9d%a2%e5%af%b9%e7%94%b5%e5%95%86%ef%bc%8c%e5%ae%9e%e4%bd%93%e5%ba%97%e5%a6%82%e4%bd%95%e8%84%b1%e9%a2%96%e8%80%8c%e5%87%ba%ef%bc%9f","status":"publish","type":"post","link":"https:\/\/news.umich.edu\/zh-hans\/%e7%a0%94%e7%a9%b6%ef%bc%9a-%e9%9d%a2%e5%af%b9%e7%94%b5%e5%95%86%ef%bc%8c%e5%ae%9e%e4%bd%93%e5%ba%97%e5%a6%82%e4%bd%95%e8%84%b1%e9%a2%96%e8%80%8c%e5%87%ba%ef%bc%9f\/","title":{"rendered":"\u7814\u7a76\uff1a \u9762\u5bf9\u7535\u5546\uff0c\u5b9e\u4f53\u5e97\u5982\u4f55\u8131\u9896\u800c\u51fa\uff1f"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\" alignright size-full wp-image-32436\" style=\"float: right;\" alt=\"is-it-just-touch-and-go-for-brick-and-mortar-stores-orig-20170727\" src=\"https:\/\/news.umich.edu\/wp-content\/uploads\/2017\/08\/is-it-just-touch-and-go-for-brick-and-mortar-stores-orig-20170727.gif\" height=\"210\" width=\"300\" \/>\u8d8a\u6765\u8d8a\u591a\u7684\u4e1a\u4e3b\u8f6c\u6210\u7535\u5546\u6216\u5fae\u5546\uff0c\u90a3\u4e48\u5b9e\u4f53\u5e97\u4e1a\u4e3b\u600e\u4e48\u7ade\u4e89\u5462\uff1f<\/p>\n<p>\u6700\u7b80\u5355\u7684\u505a\u6cd5\u5c31\u662f\uff0c\u63d0\u9192\u6d88\u8d39\u8005\u53ef\u4ee5\u89e6\u6478\u5546\u54c1\uff0c\u5bc6\u897f\u6839\u5927\u5b66\u7f57\u65af\u5546\u5b66\u9662\u8425\u9500\u6559\u6388Rajeev Batra\u8868\u793a\u3002\u53e6\u5916\uff0c\u5bfb\u627e\u5230\u5bf9\u7684\u6d88\u8d39\u8005\u4e5f\u540c\u6837\u91cd\u8981\u3002\u8be5\u7814\u7a76\u53d1\u8868\u57287\u6708\u4efd\u7684\u96f6\u552e\u671f\u520a\uff08Journal of Retailing)\u3002<\/p>\n<p>\u6839\u636e\u8fd9\u4efd\u7531\u5bc6\u897f\u6839\u5927\u5b66\u9886\u8854\uff0c\u5170\u5dde\u5927\u5b66\u53ca\u4e2d\u5c71\u5927\u5b66\u5171\u540c\u5b8c\u6210\u7684\u6700\u65b0\u7814\u7a76\u663e\u793a\uff0c\u5982\u679c\u6d88\u8d39\u8005\u5bf9\u5546\u54c1\u7684\u5fc3\u7406\u8868\u5f81\uff08Mental Representation) \u662f\u5177\u4f53\u7684\uff0c\u90a3\u4e48\u89e6\u6478\u5546\u54c1\u540e\u4f1a\u589e\u52a0\u8d2d\u4e70\u613f\u671b\u3002\u5982\u679c\u6d88\u8d39\u8005\u5bf9\u5546\u54c1\u7684\u5fc3\u7406\u8868\u5f81\u662f\u62bd\u8c61\u7684\uff0c\u90a3\u4e48\u662f\u5426\u89e6\u6478\u5546\u54c1\u5bf9\u8d2d\u4e70\u6b32\u671b\u65e0\u592a\u5927\u5f71\u54cd\u3002<\/p>\n<p>\u53d7\u8bd5\u8005\u5728\u4e09\u4e2a\u4e0d\u540c\u7684\u5b9e\u9a8c\u4e2d\uff0c\u67e5\u770b\u8d2d\u4e70\u9a6c\u514b\u676f\u3001\u9f20\u6807\u53ca\u7b14\u7684\u60c5\u51b5\u3002\u7814\u7a76\u8005\u53d1\u73b0\u5bf9\u4e8e\u5177\u4f53\u6027\u601d\u7ef4\u7684\u6d88\u8d39\u8005\uff0c\u662f\u5426\u80fd\u89e6\u6478\u5546\u54c1\uff0c\u5bf9\u5176\u8d2d\u4e70\u610f\u613f\u6709\u5f88\u5927\u5f71\u54cd\u3002\u5177\u4f53\u6027\u601d\u7ef4\u7684\u6d88\u8d39\u8005\u66f4\u52a0\u51b2\u52a8\uff0c\u81ea\u6211\u6fc0\u52b1\u7a0b\u5ea6\u4f4e\uff0c\u8ffd\u6c42\u591a\u6837\uff0c\u66f4\u5bb9\u6613\u53d7\u5916\u754c\u5f71\u54cd\u3002\u800c\u62bd\u8c61\u6027\u601d\u7ef4\u7684\u6d88\u8d39\u8005\uff0c \u88ab\u89c6\u4e3a\u559c\u6b22\u95ee&#8221;\u4e3a\u4ec0\u4e48&#8221;\u7684\u4eba\uff0c \u66f4\u52a0\u8ffd\u6c42\u610f\u4e49\uff0c\u8861\u91cf\u884c\u4e3a\u7684\u5229\u5f0a\u3002 \u62bd\u8c61\u6027\u601d\u7ef4\u7684\u6d88\u8d39\u8005\uff0c\u8d2d\u4e70\u6b32\u671b\u5e76\u4e0d\u53d7\u662f\u5426\u80fd\u89e6\u6478\u5230\u5546\u54c1\u5f71\u54cd\u3002<\/p>\n<p>Batra\u6559\u6388\u8868\u793a\uff1a &#8220;\u8fd9\u4e9b\u7b2c\u4e00\u6b21\u663e\u793a\u6d88\u8d39\u8005\u8ba4\u77e5\u98ce\u683c\u5728\u865a\u62df\u4e0e\u5b9e\u4f53\u73af\u5883\u91cc\u5982\u4f55\u5f71\u54cd\u4ed6\u4eec\u51b3\u7b56\u7684\u7814\u7a76\u3002&#8221; 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