消费者对大型超市的商店印象与其忠诚行为关系实证研究

商店印象对消费者购物行为有重要的影响。本文在我们先前对商店印象与顾客忠诚关系研究的基础上,将商店印象与顾客忠诚的构面展开,进一步研究了商店印象的实体、经济、时间与便利性和社会心理构面与顾客认知忠诚、情感忠诚、意向忠诚和行为忠诚之间的关系,并通过在全国收集的803份有效样本,运用结构方程模型对理论模型进行了实证检验,全面揭示了商店印象各构面与四类顾客忠诚之间的关系。

An Empirical Study on the Impact of Store Image on Consumers' Loyalty to Supermarkets

Store image has a remarkable effect on customer buying behavior.In this paper,based on our previous research on the relationship between the store image and customer loyalty,we unfold the dimensions of store image as the physical,financial,time,convenience and psychosocial one,unfold the customer loyalty as the cognitive loyalty,affective loyalty,conative loyalty and action loyalty,and take a further study on their relationships.In order to give a full understanding of the influence of the dimensions of store image on the four types of customer loyalty,we applies the structural equation modeling to making an empirical study on the hypotheses with about 803 samples collected in our country.