基于商品属性感知的店铺印象转移问题研究

一些研究证明了商业集聚对店铺的印象有影响,但并没有明确是什么影响和怎样影响.本研究通过实验设计,对比不同环境下被试者对商品价格和质量感知的变化,揭示了集聚印象对选址其中的店铺形象的影响,并依据归类理论得出:消费者对商品属性的感知首先会受店铺高低档次的决定,但店铺所处集聚的高低档次的形象会促使商品属性感知发生移动,从而影响消费者对店铺的印象.     

商业集聚印象与消费者口碑传播的关系

商业集聚是一系列零售店铺在地理上的集中,这种空间上的联合会产生1+1＞2的经济与创新的双重协同增值效应,提升城市商圈的综合实力.而商业集聚印象是消费者对集聚体客观实在的感知,是商业集聚体竞争力的一种具体表现.本文基于M-R模型和“认知—情感—行为”理论,对商业集聚印象影响消费者口碑传播的机制进行实证研究.研究结果显示,消费者情感和顾客认同都充当了部分中介作用,而顾客认同对口碑传播的直接影响和作用更为显著;消费者情感不仅对口碑传播具有直接影响,而且通过顾客认同对消费者口碑传播产生间接作用.     

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。     

店铺自我认同概念界定与测量的探索性研究

商业集聚内的许多小店铺以自己的经营理念来组织备货,将店铺信息传递给消费者,在这一经营过程中,零售商店铺自我认同起着重要作用。但是,店铺自我认同的概念和测量问题几乎还没有学者研究。文章借鉴品牌自我认同的概念,将店铺作为一种品牌,界定了店铺自我认同的概念,明晰了店铺自我认同和店铺印象的关系,并对店铺自我认同这一构念进行了初步的测量。     

品牌高端化背景下店铺形象对购买意愿的影响研究

消费升级趋势下,众多大众服装品牌开始谋求高端化新出路。而店铺作为消费者直接接触品牌的重要媒介,与品牌的形象和地位密切相关。实证结果表明,店铺形象对感知品牌地位和购买意愿有显著正向影响,感知品牌地位在店铺形象和购买意愿的关系之间起中介作用。建议企业在高端化的过程中重视店铺形象管理,打破消费者对原本品牌形象和地位的认知,获得消费者的购买意愿和满意度,谋求高端化成功转型和长远发展。     

百货店服务要素对店铺印象影响:基于晕轮理论的解释

零售店采用相应的服务手段可以强化消费者的店铺印象。本研究以晕轮效应理论为基础,以百货店为研究对象,采用方差分析方法,探讨商家对消费者提供的服务是否可以产生对店铺印象的扩大影响。结果表明,百货店业态的服务要素对消费者的店铺印象产生较为显著的影响,不同的服务项目提供与否会对百货店店铺印象产生不同影响,进而影响消费者对店铺印象的形成。     

环境线索对商业集聚印象与魅力度的影响

本研究为了探索环境线索与商业集聚印象形成的过程关系,采用实验法,请两组被试观看A、B、C三个购物中心视频,测试消费者集聚印象和魅力度的差异。视频A和视频C除了环境线索不同之外,其余部分完全相同。视频B作为衡量调研对象评分标准的工具用来观察不同组被试的判断是否有偏差。研究的结果显示商业集聚的环境因素会影响其他属性对顾客的魅力度,并且商业集聚的某一负面线索会对减弱总体吸引力。本研究提示商业集聚的管理者环境线索对集聚印象形成有重要的作用,为了提升集聚印象,应该注重对该要素(比如外观)进行优质建设与维护。     

商业集聚印象研究述评

本文围绕商业集聚印象的概念、集聚印象对惠顾行为影响等问题,对有关集聚印象的研究进行回顾与评述,并提出值得未来继续研究的命题。     

商业集聚印象构成要素研究

商业集聚区能为消费者提供更加专业的、多样化的服务,其功能地位日益显著,而自身存在的同质性严重、高模仿性、不诚信、规划不利等问题严重制约了商业集聚的汇集客流的能力.通过加强印象管理有利于帮助商业集聚区管理者解决这些问题,开发组织印象管理的评价工具是开展这些工作的基本前提.本文通过文献整理和专家访谈形成测度氛围、环境、服务等八个维度的初始量表,通过预调研剔除因子载荷较低的题项,通过对北京市高碑店、十里河、金源时代、燕莎等商业集聚的进一步调研,构建了测度商业集聚印象的最终量表,并分析了不同类型商业集聚区在商业集聚印象分类上的区别.     

基于经济性与购买效率化原理的商业企业的聚集

商业企业在地理空间上的集中选址现象引起了企业界及学术界的广泛关注。本研究参考了商业集聚的主要研究成果并对城市中主要商店街进行实地观察、深度访谈后得出:商业企业的集中选址源于因相关企业集聚引起的在一定地理范围内特定消费需求膨胀而可能带来企业利益的增加及消费者购买效率化产生的购物模式的拉动。特定商业集聚内的店铺特性及消费者需求特征吸引了具有相似特性的店铺在这里集中选址,进而引起了互补型商业企业的合作及替代型商业企业在集聚区域内的竞争。     

Image transfer from malls to stores and its influence on shopping values and mall patronage: The role of self-congruity

Little research attention has been paid to the image transference from a shopping mall to its stores. The study reported in this article proposes an integrative model dealing with the image transference phenomenon from malls to stores and its implications in terms of creating value for shoppers and enticing mall patronage. Structural equation modeling is applied to data collected from shoppers in two urban North-Amercian shopping malls. The findings are broadly supportive of the proposed model. Mall image spills over the image of the stores located in the mall, and this occurs through a shopper's self-congruity mechanism. Furthermore, the mall's image dimensions influence hedonic shopping value through self-congruity. The stores’ image dimensions differentially influence utilitarian and hedonic shopping values assessments. Both types of shopping values are strong drivers of mall patronage. The study also discusses the implications of the findings as well as its limitations and directions for future research.     

Shopping motives,store attributes and shopping enjoyment among Malaysian youth

Youth shoppers are an emerging age group that is recognized as a meaningful market segment, yet there is lack of extant shopping enjoyment research explicit to the cohort especially in Malaysia context. This study endeavors to measure shoppers' shopping enjoyment and to explore the effect of both internal and external factors in influencing their shopping enjoyment levels. Shopping motives as the internal contributor is personal-specific while store attributes serve as the external aspect is regarded as situational-specific. By employing hierarchical multiple regression analysis, it was found that anticipated utility dimension from shopping motive variable and enhancement dimension from store attribute variable explained the variance in shopping enjoyment. Narrowing to the two variables identified, anticipated utility (β=0.198) from shopping motives was having more influential power than enhancement derived from store attributes (β=0.163) in explaining shopping enjoyment. The findings assist retailers in enhancing the perceived value of customers.     

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.     

Behavioural loyalty towards store brands

This paper applies a consumer brand choice model to measure store brand (SB) loyalty. The aim of this paper is to examine whether SB loyalty is different across categories, and we focus on risk perception as an explanatory variable. The model is estimated using ACNielsen Spanish household scanner panel data on two laundry detergent categories over a 2-year period for more than 1107 households. Loyalty, price, socio-demographics and shopping behaviour variables are included. The discrete-choice model formulation is the logit model.     

Directing store flyers to the appropriate audience

Grocery shoppers were questioned about the frequency of purchasing items that were featured in the store's flyers. This measure was used as the dependent variable in a multinomial logit model with the independent variables being various aspects of shopping behaviour, usage of store flyers, age and employment status. Since only one threshold parameter was significant, the four-level dependent variable was then collapsed and a binary model was estimated. This study evidenced that less than half of the respondents looked forward to receiving unsolicited flyers. Most shoppers read the flyers only to be informed of price specials that the store has to offer. The odds ratio of responding to store flyer deals among those who look forward to sales flyers is more than double the odds ratio of those who do not await the flyers, across every category of shopping frequency. Retailers could employ direct marketing to target specific audiences who look forward to receiving store flyers.     

Retailing strategy for customer growth and new customer attraction

The image that current and potential customers have of a retail store affects the magnitude of patronage at that store. In attempting to increase store patronage, management of a retail store must look to people who already are customers, as well as to people who are not current customers. The appropriate strategy depends upon the dimensions used by people in their evaluation of the store. The hypothesis is tested that the strategy used for gaining increased patronage from customers may have to differ from that used to gain patronage from noncustomers.Field survey techniques were used to collect data from 225 adult females. Respondents evaluated three large retail department stores, which were believed to have distinct images in the minds of female shoppers, on the basis of a set of 12 semantic scales that represented various store attributes. Each respondent indicated frequency of shopping at each store. The data were analyzed by two different multiple discriminant analyses. For the customer growth strategy, the semantic scale measures were used to develop a discriminant model for each store to determine which attributes would be the best predictors of shopping frequency. The analysis relevant to the strategy of new customer attraction differed. First, shoppers were classified as loyal to one store on the basis of their rates of shopping at each store. Second, the 36 attribute measurements (12 scales for 3 stores) were factor analyzed, and three factors were extracted. Those attributes which loaded highest on each of the factors for each store were used as predictor variables in the discriminant analysis.The results of this study indicate that different marketing strategies may be required for increasing sales to existing customers and attracting new customers. In addition, consumers do not necessarily differentiate similar type retail stores on the same dimension.     

The influence of a retailer's corporate social responsibility program on re-conceptualizing store image

The construct of retail store image is typically built based on a variety of the store's functional attributes. This conceptualization fails to consider the role of corporate social responsibility (CSR) polices and practices in forming store image. Results from a study of 460 consumers indicate CSR influences consumer store image. CSR is particularly effective at influencing store image when the retailer experiences a positive performance perception among its customers. Consumers shopping at such stores are more receptive to CSR programs, and experience significant increases in their level of satisfaction and loyalty to the store through the addition of these programs.     

The Effects of Background Music on Consumer Responses in a High-end Supermarket

Abstract

This study examines the effects of in-store background music valence (liking) and music fit with the overall store image on consumer evaluative and behavioural responses in the context of a high-end supermarket chain. Based on the previous body of work, a conceptual model is developed to examine music valence on customer appraisal of store offering and personnel, and on the length of shopping time and the value of purchase. The influence of the perceived music fit with the overall store image on shopping time is also assessed in the model. The hypothesized relationships are examined via covariance analysis using store-intercept consumer data. Implications of the structural analyses results for management of retail store brands and for future research on music as an element of store atmospherics are discussed.     

Retail Image as Seen through Consumers' Eyes: Studying International Retail Image through Consumer Photographs of Stores

Abstract

The aim of this article is to explore how retail store image is perceived by consumers from different cultural backgrounds and with different degrees of awareness and experience of the retailer. The subject is IKEA, a retailer recognized as having a global approach to the markets in which it operates, resulting in a highly standardized approach to store branding. However, rather than employing traditional methodologies to elicit consumer perceptions of store image, we attempt to capture consumer perceptions through interpretations of the visual images generated by the participants themselves. The photo-elicitation method employed captured the different interpretations and meanings attached to commonly identified elements of store image and reinforced the central role played by the store itself in retail image formation.