社区超市购买意愿驱动因素研究

Research on Purchase Intention Driving Factors of Community Stores

中文关键词:  社区超市  零售业态竞争  购买意愿  超市品牌形象

英文关键词:community store  retailing format competition  purchase intention  store brand image

中文摘要:

      随着我国城市化进程的加快，社区超市也取得了快速的发展。在与大型超市等零售业态竞争的过程中，如何增强消费者的购买意愿成为社区能否持续发展的关键。文章从实证的角度分析了消费者购买意愿的驱动因素。研究认为，经营社区超市的企业可以从改善超市氛围、提升员工服务、统一品牌店铺形象等方面增强消费者的购买意愿，以此来提升社区超市竞争力。

英文摘要:

      Along with the fast pace of urbanization in China, community stores are also growing rapidly. In the competition with large supermarkets, how to enhance consumers purchase intention has become the key issue to the sustainable development of community stores. This paper analyzes the factors to influence consumers purchase intention through empirical method. The results show that community stores can enhance consumers purchase intention and strengthen the competitiveness through better store atmosphere, high-quality staff service, store image unification, etc.