零售商店形象属性维度的实证研究

Empirical Research on Dimensions for Attributes of Retail Store Image

中文关键词:  商店形象  实证研究  零售营销

英文关键词:store image  empirical research  retail marketing

中文摘要:

      零售商店形象是消费者逛街购物的物质环境,它对消费者决策行为有重要影响。调查表明,我国零售商店形象属性可以被划分为四个维度:商品形象,氛围形象、价格形象和便利形象。年龄、教育程度、性别、婚否和月收入等人口统计变量对商店形象的评价有显著影响。最后简要讨论了应用和未来研究建议。

英文摘要:

      Retail store image refers to the physical environment for consumers to stroll around and do shopping, which can exert a significant influence on the consumer's decision- making behavior. An investigation has shown that the attributes of retail store image can be divided into four dimensions: merchandise image, atmosphere image, price image and convenience image. The demographic variables such as age, education, gender, marital status, salary, etc. have remarkable influences on the evaluations of store image. Finally, this essay briefly discusses the application and gives a proposal for future research.