商店形象的理论、模型及评估

有关商店形象的研究在国内的市场营销文献中经常被忽视 ,随着中国零售业对外开放的加快 ,商店形象的研究已经成为中国零售企业营销战略的重要组成部分。本文介绍了西方发达国家营销文献中对商店形象理论和实证研究的成果 ,并结合对中国消费者的实证研究提出了零售商店的营销策略和措施。     

价格促销对商店整体价格形象的影响:理论与实证研究回顾

商店整体形象是商店在消费者心目中的定位,是一个零售商差异化竞争对手、影响消费者惠顾行为的一个关键因素,而价格形象是构成商店整体形象的要素之一。本文回顾了商家价格促销对商店价格形象影响方面的文献,并在此基础上提出了未来相关研究方向的建议。     

网络商店服务形象的影响因素与提升策略

不具有实体物质形态,且与消费者缺乏面对面人际互动的网络商店,其服务形象的影响因素完全不同于网下商店。本文从工程心理学的角度,分析了产品信息、互动平台、店内搜索引擎、界面设计和网站结构等影响网络商店服务形象的因素,并据此提出了网络商店提升服务形象的营销策略。     

淘宝网店形象与冲动性购买意愿的关系研究

互联网的迅速发展和电子商务技术的日趋成熟使得越来越多的消费者倾向于网络购物这种新兴的购物方式。本文旨在研究网络商店形象与冲动性购买意愿之间的影响机制。本文以淘宝网为载体,提出了网络商店形象与冲动性购买意愿的研究假设。选择至少有过一次淘宝网购经历的消费者为调研对象展开问卷调查,运用SPSS19.0对117份有效样本进行数据分析,得到以下研究结论:网络商店形象正向显著地影响消费者的冲动性购买意愿。最后本文结合我国网络购物市场的营销现状,根据研究结论提出了有针对性的营销建议,以期对网络零售商的实际运营起到一定的指导作用。     

利益相关者视角下大型超市商店形象评价研究

本文从利益相关者视角出发.研究大型超市不同利益相关人对大型超市商店形象的评价问题.在梳理相关文献的基础上,提出包含社会形象、市场形象和专业形象的大型超市商店形象评价体系,通过实证研究分析发现,社会形象是大型超市的所有利益相关人都看重的方面,除此之外,普通消费者还比较看重市场形象,而作为大型超市业内人士的员工、供应商、竞争对手、股东等利益相关人,对构成大型超市商店形象评价体系的社会形象、市场形象和专业形象都比较看重.     

旅游形象影响因素文献综述

旅游形象影响因素的研究已经取得一定成果,但旅游地形象影响因素的研究没能与旅游地形象设计和传播研究进行有效衔接,旅游地形象影响因素研究本身存在深度不够的问题。本文梳理了国内外旅游形象影响因素的相关文献,以便后续研究。     

商店形象与顾客忠诚关系研究

本文在对有关商店形象和顾客忠诚关系的国内外相关理论和实证研究进行系统分析的基础上,确定了零售业商店形象和顾客忠诚之间的关系,为零售业正确建立商店形象,从而提高顾客忠诚度提供正确的指导。     

商店形象构成要素与消费者忠诚类型的相关关系分析

本文在对有关商店形象和消费者忠诚度关系的国内外相关理论和实证研究进行系统分析的基础上，通过具体分析商店形象的属性与消费者忠诚度的对应关系，确定了商店形象与消费者忠诚之间的关系，为零售业正确建立商店形象，从而提高消费者忠诚度提高正确的指导。     

商店形象与顾客忠诚关系研究

本文在对有关商店形象和顾客忠诚关系的国内外相关理论和实证研究进行系统分析的基础上,确定了零售业商店形象和顾客忠诚之间的关系,为零售业正确建立商店形象,从而提高顾客忠诚度提供正确的指导.     

商店形象研究综述

本文综合国内外相关资料,概括论述了商店形象概念、商店形象属性应用、商店形象评价等理论研究内容,并指出,现有理论尚未到达知识体系的阶段,并且现有研究由于其立足点的不全面性导致了其研究内容的不完全。     

The role of product brand image and online store image on perceived risks and online purchase intentions for apparel

Purchase intentions for apparel products often require physical examination prior to purchase. Hence, greater risk is associated with shopping online for apparel products, making it important to examine factors that reduce various risks influencing online purchase intentions. This study examines and compares the impact of two of the most important risk reducers for online apparel shopping – product brand image and online store image – on specific types of perceived risks and online purchase intentions for apparel. The results show that product brand image influences consumers' online purchase intentions both directly and indirectly by reducing various risk perceptions. Online store image impacts purchase intentions indirectly by decreasing risk perceptions. The results of this study provide fresh insight into understanding the impact of product brand image and online store image on each type of perceived risk associated with online shopping.     

Consumer response to online apparel stockouts

In two online experiments this research investigated the process by which consumers respond to online apparel stock outages (or stockouts) and examined the effectiveness of managerial responses in mitigating the adverse impact of stockouts. Results of Experiment 1 demonstrated that negative emotions evoked by stockouts depressed perception of store image, lowered decision satisfaction, and reduced behavioral intent. In addition, the effect of negative emotion on behavioral intent was mediated by perception of store image and decision satisfaction. The results of Experiment 2 showed that financial compensation was most effective in mitigating the negative impact of out‐of‐stock occurrences on consumer responses. © 2011 Wiley Periodicals, Inc.     

The influence of in‐store personnel on online store value: An analogical transfer perspective

In today’s multichannel retail environment, consumers’ experiences in one channel influence their perceptions of another channel. Specifically, consumer evaluations of a firm’s online store have been found to be influenced by consumer interactions with the firm’s in‐store personnel. This paper is among the first to address this assumption and test it empirically. Drawing upon the analogical transfer paradigm, we propose hypotheses and accordingly model in‐store personnel’s competence and friendliness as determinants of online store usefulness, online store enjoyment, and online store value. Using consumer data collected from two Dutch multichannel retailers, we test this model with partial least squares modeling. The results provide clear support for the model and confirm that consumers may use characteristics of in‐store personnel as analogies when evaluating a firm’s online store. Implications for research and retail managers are discussed.     

It's not there,I love it! How relevance to objective needs of an unavailable item impacts emotions,store image,and behavior

We use a simulated online fashion store to investigate how stock-outs with different levels of relevance to objective needs and product preference impact emotions, store image, and number of items bought. We find that stock-outs of most preferred products, that are relevant to consumers’ needs, lead to negative emotions, a lower store image and a discouragement to buy. We also find that stock-outs of most preferred products, that are not relevant to objective needs, lead to positive emotions and a higher store image. Surprisingly, stock-outs of less preferred products, that are relevant to objective needs, encourage consumers to buy more.     

Influence of congruity in store-attribute dimensions and self-image on purchase intentions in online stores of multichannel retailers

Online stores of multichannel retailers continue to lag pure internet retailers with reference to consumers' shopping intentions and sales. This study develops and tests a framework in which (a) trust and attitude (conceptualized as a second-order construct with hedonic and utilitarian dimensions) influence purchase intentions, (b) congruity between the multichannel retailer's land-based and online stores (conceptualized as a second-order constructs made up of seven dimensions: aesthetic appeal, navigation convenience, transaction convenience, atmosphere, service, price orientation, and security) influences trust in and attitude toward the online store, and (c) congruity between consumers' self-image and perceived image of the online store influences trust in and attitude toward the online store. The findings provide robust support for the framework and have strong implications for theory and practice.     

Examining the relationships between online store atmospheric color,flow experience and consumer behavior

Although atmospherics and flow experience are widely studied, the relationship between online store atmospheric cues and flow experience has received a little attention. Furthermore, there is a lack of published results about the role of atmospheric color in creating flow. Using the Stimulus – Organism – Response model and the theory of optimal experience of flow, this study investigated the impact of online store background color on the achievement of flow and its effects on online consumer behavior. In this study, an online experiment was conducted to investigate the effects of a warm hue – yellow versus a cool hue – blue of the background and used a self-administered online survey for data collection. The results underscore the important role online store color plays in creating the flow experience and revealed that blue hue induces more flow than yellow. The two dimensions of flow (perceived enjoyment and concentration) have direct and mediating effects on purchase intention and revisit intention. Concentration, but not enjoyment, has direct and mediating effects on the number of viewed pages and time spent per visit. This research enhances our understanding of the relationship between online store atmospheric color and flow and highlights the role of flow as an extension of SOR model applied online. Other theoretical and managerial implications of the results are discussed. Finally, suggestions regarding future research are presented.     

Consumer processing of mobile online stores: Sources and effects of processing fluency

This research explores the role of processing fluency perceptions in consumer experiences of mobile online shopping. Processing fluency refers to the ease with which information is processed, and plays a pivotal role in the short, interactive sessions that characterize interactions with mobile devices. The findings from two empirical studies suggest that perceived visual complexity reduces fluency perceptions, while perceived visual congruence (between the mobile online store and the conventional, computer-accessible online store) has the opposite effect. No differences were found in the effects of visual congruence perceptions between mobile shopping touchpoints. Processing fluency, in turn, positively affects both satisfaction with the mobile online store and choice satisfaction.     

Older shopper types from store image factors

This study aims to characterise the older shopper by exploring unobserved heterogeneity within the segment and developing an older shopper typology from an empirically derived store image scale. Store attribute theory informed a two-stage research design. Firstly, a ‘pool’ of salient store attributes was identified through in-depth interviews. Scales were then developed and quantitatively tested using data collected through a household postal survey. Seven store image factors emerged, forming the basis of the typology. Five clusters were subsequently profiled using behavioural and demographic variables: Prudent neutrals, All-Round demanders, Reluctant casuals, Demanding sociables, and Affluent utilitarians. A discussion of the resultant classification's utility in terms of retail strategy, including opportunities for better targeting through adjustment of the retail offer, is presented. This study develops a store image scale that reflects the importance of store choice decisions of older shoppers, extending store image research by providing contemporary insights into the requirements of older shoppers in a changing retail environment.     

基于消费者认知的零售店铺印象形成过程拆解

基于消费者认知的零售店铺印象形成是解释消费者购买决策行为的重要内容,消费者对零售店铺印象的形成源于其对店铺重要属性的感知和三个认知参照标准:消费者以往的购物经历、零售店铺业态、店铺选址环境,这三个方面从不同的视角影响着消费者对零售店铺重要属性的判断和整体店铺印象的形成。本文在理顺以往学者研究结论的基础上,拆解并理顺了消费者零售店铺印象的形成过程。