The Research On Affection Of Image Distance In A Retail Agglomeration On Customers' Spread Patronage Intention

Spread-patronage is that customer is attracted by one ore more large store to come to a business agglomeration, who can patronage the other middle & small store incidentally.Spread-patronage is the most important resource of agglomeration economics.The research on spread-patronage is the main content of Retail DemandExternalities,Which explaining external economies through large store fashion image.The large store image plays a critical role to attract far customer.The large store can bring spread customer for others store.However,the above conclusion didn't reveal that how to receive the benefit by the other middle & small store. And it can't explain, in the middle & small stores,why some can obtain the spread customer,but some not.How the middle & small store image to play?The conception of externalities is a relationship that can be affected by many factors.The existing research can't reveal the true activity of spread-patronage if only focus on large store image.The both sides image that affect customer perceived value and willing are considered at the same time can further explain the spread-patronage.There are different between the single-store patronage and business agglomeration patronage.Multiple store image can influence customer's store choice. How the store image distance to increase or reduce the customer's spread patronage willingness? How the influence to act?Researches are about the role of perceived value. Although the perceived value is considered as important prediction variable of consumer behavior ,such as store loyalty,store choice willingness,store trust,store price toleration, and widely confirmed as the intermediary role,whether the perceived value also plays a intermediary role between spread patronage and the store image,there is few empirical test conducted.There were three innovations in this paper.First,the study expand the research scope. We take consideration the middle & small store image and large store image at the same time to affect customer spread-patronage,bring middle & small store image to retail demand externalities theory,it can increase the interpretation of the theory to consumer behavior.Second,the study takes a new research sight. The existing research focus only on large scale and image. The study explained retail demand externalities from stores relationship.Examined the constraint condition, which is the image distance.Third,make deep the research content.Through bring the customer perceived value to the theory model,manifest the way of spread-patronage. Below follows the logics of this research.First of all,through the review of theoretical researches on the store image , perceived value , retail demand externalities, business agglomeration, gaps in the theory of existing researches were found.Then concepts of this study were defined,the research model and assumptions were raised. Based on S-O-R theory, we bring the store image of small stores to the retail externalities.Based on the theory of consistency of self-concept and store image and customer perception of value theory,we examined the affection of the image distance between large store and middle& small stores by empirical research.The present study takes large store image and middle & small store image as customer stimulate factor, customer perceived value as emotional reactions, spread-patronage as behavior reactions . The aim of the study is to find the mechanism of spread-patronage,supply an empirical explain on retail externalities, from the customers'perceptions.The conclusion is found: the image distance between large and middle & small store has a significant negative impact on the spread patronage.The image distance between large and middle & small stores has a significant positive impact on the customer perceived value.The customer perceived value distance between large and middle & small stores has a significant negative impact on the spread patronage. The customer perceived value played mediator effect between store image and spread patronage.We can learn from the study that the reason evoked consumer's spread patronage isn't only the functional aim,such as multiple aim purchase et.,but also include emotional value and social value.According to the Herzberg (1966),bring satisfaction and not satisfaction is not same. The Function value and social-emotional value all have effect on customer perceived value.Middle & small store which want to obtain the spread customer, not only meet the functional needs,but also meet the social-emotional needs.