摘要
零售商店形象是消费者逛街购物的物质环境,它对消费者决策行为有重要影响。调查表明,我国零售商店形象属性可以被划分为四个维度:商品形象,氛围形象、价格形象和便利形象。年龄、教育程度、性别、婚否和月收入等人口统计变量对商店形象的评价有显著影响。最后简要讨论了应用和未来研究建议。
Retail store image refers to the physical environment for consumers to stroll around and do shopping, which can exert a significant influence on the consumer＇s decision-making behavior. An investigation has shown that the attributes of retail store image can be divided into four dimensions： merchandise image, atmosphere image, price image and convenience image. The demographic variables such as age, education, gender, marital status, salary, etc. have remarkable influences on the evaluations of store image. Finally, this essay briefly discusses the application and gives a proposal for future research.
出处
《北京工商大学学报（社会科学版）》
CSSCI
北大核心
2006年第4期8-11,共4页
JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES
基金
安徽省高等学校自然科学研究项目(2005KJ307ZC)。
关键词
商店形象
实证研究
零售营销
store image
empirical research
retail marketing
