A Study On The Relationship Of Store Attraction And Consumers' Decision-Making Styles In Shopping Center

In Retail Drawing Power, store attraction is a positive influential factor on consumer behavior. For consumers, Store attraction is composed by the goods and services provided by the retail outlets, surrounding environment for the composition and other factors. Therefore, from the perspective of consumers, store image is defined as the image of the store and its surrounding facilities recognized in the subjective level. The set of those factors that positively influence the consumer buying behavior constitute the retail store attraction. In other words, store attraction embodies store image. The better the store image is, the stronger the store attraction will be to its consumers.China has entered the consumer society, and consumer shopping mode is never limited to practical shopping. Entertainment-based shopping emerged. Shopping shows the trend of diversification across different levels, genders and ages. In such circumstances, shopping center attracted many consumers due to the fact that it agglomerates the store selling different commodities, and is equipped with such facilities as restaurants and entertainment. And shopping decision-making processes will vary with the different consumer groups, hence the factors of store image that they focus will be different.Japanese scholar Ikeo Yasuiti carried out a preliminary study on the differences of store image factors that the consumer preferred. Most scholars from Europe and the United States conducted the research on the impact of specific store image factor on consumers' shopping behavior. Chinese scholars accomplished an empirical study on the relationship of store image and consumers' decision-making styles. However, it started from a specific element of some store image and failed to conclude the attributes of store image.Based on the literature review, the authors propose the following three questions:First, there are many store image dimensions put forward by the scholars. However, the universally applicable store image scale has not been developed. What are the dimensions of store image in shopping center that suits the actual conditions of Chinese consumers?Second, is the consumers' decision-making styles scale developed by foreign scholars applicable in China? Are there any Chinese consumers' decision-making styles that are not included in the CSI scale?Third, what is the relationship between the store image dimensions and different consumers' decision-making styles in shopping center?To answer these questions and accurately measure the relationship between the dimensions of store image and different consumers' decision-making styles, the author will develop the store image scale for shopping center, and test consumers' decision-making styles in Chapter 3. The research explores the relationship of store image and consumers' decision-making styles in shopping center by means of store image scale and the verified scale of consumers' decision-making styles.The author develops the store image scale that includes ten dimensions (76 sentences), based on Masao Nakanishi and other scholars' study on store image attribute from the point of view of consumer behavior. After several rounds of screening and the phrase and testing the validity and reliability, five dimensions of store image are confirmed in the survey. Eight Consumers' decision-making styles are valid by testing the scale of Consumers' decision-making styles.According to the valid consumers' decision-making styles and store image dimensions, the author proposes a relationship model of relationship of store image dimensions and consumers' decision-making styles. Using statistical analysis software AMOS4.0 to analysis the model, it shows that the different dimensions of store image affect the different consumers' decision-making styles in varying degrees.The research identifies the scale of store image in shopping center and consumers' decision-making styles that are applicable to China by developing the scale of store image in shopping center and testmg the scale of consumers' decision-making styles. And base on the two scales, the article explores the relationship between the dimension of store image in shopping center and consumers' decision-making styles. The conclusions are stated as follows.First, five store image dimensions in shopping center that are applicable to the actual conditions of China have been identified by developing the scale. They are service image, commodity image, shopping center environment image, facility image and organization image.Second, the research retested the original scale developed by explores & Kendall in 1985. Except for recreational and hedonistic shopping consciousness and price consciousness, the remaining six styles are valid. They are Brand consciousness, Impulsive and Careless, Novelty-fashion consciousness, Confused and Support-seeking decision-maker, Habitual and Brand-loyal and. Perfectionism. It is mentionable is that the authors also identified two consumers' decision-making styles, Time consciousness and Planed and Prudent.Third, By testing the model, it can be reached that Commodity image, Shopping center environment image and Organization image have a positive impact on Time consciousness; Commodity image, Shopping center environment image and Facility image have a positive impact on Brand conscious; Service image and Shopping center environment image have a positive impact on Impulsive and Careless; Service image and Commodity image have a positive impact on Planed and Prudent; Commodity image, Shopping center environment image and facility image have a positive impact on Novelty-fashion consciousness; Service image has a positive impact on Confused and Support-seeking decision-maker; Commodity image, Shopping center environment image, Facility image and Organization image have a positive impact on Habitual and Brand-loyal; Service image, Commodity image, Shopping center environment image, Facility image have a positive impact on Perfectionism.