Wilson(1993)指出「商店印象是成功的零售策略之重要決定性要素。」商店印象被認為和管理績效有具體及重要的關連性,尤其是對獲利性的影響,所以各零售連鎖通路商,均試圖找出競爭的利基,以期在市場佔有一席之地。此乃引發本研究以商店印象為主題之研究動機,探討與消費者行為間之關連性。本研究選擇近年來快速成長的某平價連鎖商店為實證分析對象。探討此連鎖商店的消費者生活型態、消費者知覺之商店印象、購買行為及顧客忠誠等,並透過實證分析研究各變數間是否有顯著相關性存在。本研究設計了結構性量表,採便利抽樣的方式,共蒐集到448份有效問卷。透過SPSS統計分析,驗證本研究之假說。 研究結果顯示,不同生活型態之消費者,對商店印象有顯著差異。商店印象不僅對購買行為有正向影響,也對顧客忠誠有正向影響。本研究探討了此特定商店在消費者心中的印象,並提出具體影響購買行為與顧客忠誠之商店印象屬性,在管理意涵上,可做為業者檢討行銷策略及提高經營績效之參考。
Wilson(1993)indicted that store image is the important determinant of successful retailing strategy. Thus, the retailer intents to find out the competitive advantages to gain the market share. We proposed a model of purchase behavior and customer loyalty based on the image of the store and consumer life style. It chooses one growing chain store as the study sample. It postulates perceived store image as determinants of purchase behavior. The consumer’s perception of a particular store depends on what lifestyle he or she adopts. In addition to these, a consumer’s attitude towards the store may result in the customer loyalty. It adopts structural questionnaire and snow-ball sampling to collect 448 samples. Through the SPSS data analysis, it will check the hypothesis. As a result, it can approve that consumers with different life style have different opinion toward store image. In addition, store image has influence on purchase behavior and customer loyalty. It helps understand the store’s position and customer loyalty. The study suggests the store manager the marketing strategy review to increase its sales performance.