基于顾客购买决策风格的商店形象实证研究

商店形象对顾客购物行为有重要的影响,文章以超市购物为背景进行了一项实证研究,探讨不同购物决策风格的顾客对商店形象感知的差异,全面揭示商店形象各构面与顾客购买决策风格之间的关系。通过研究结果,对超市形象的设计和顾客的细分提供一些建议和启示。

An Empirical Study on Store Image Based on Customer Decision-making Style

Store image has a remarkable effect on customer buying behavior.This article has conducted an empirical research taking the supermarket shopping as the background.In order to give a full understanding of the influence of the dimensions of store image on customer decision-making style,we discuss the difference that the customer who have difference shopping style have difference apperception to store image.Through the findings,we can offer some suggestions and the enlightenment to the supermarket image design...