An Empirical Research On Chongqing Consumer's Attitude Towards To Chain Drugstores Diversification Operation

Diversification becomes the most efficient way to gain new profit for chain drugstores in China. But when choosing diversification items, most enterprises are only based on their own experience, which always drives the operation to mess. A lot of researches show that Chinese traditional purchasing habits and concepts are the significant blocks to the diversification promotion. Consequently, it is quite important to ravel what are the core operations and that which can bring correlative consumption, so that it can ravel its target customers and provide better service for them by modifying item-combination with data analysis.Base on Technology Acceptance Model (TAM), the thesis discusses the relations between dimensions of attitude and consumer characteristics, knowing, risk perception, and also those among dimensions of attitude. According to the practical needs of the research, the model is modified. Consumers and drugstore chain in Chongqing are selected as the objects, and the data is analyzed with SPSS12.0.According to the analysis, it comes to the conclusions that significant differences exist in acceptance of Health-beauty diversification items by age, education level and whether consumers know such diversification or not, that all consumers show low acceptance of Convenience diversification items, that female consumers show higher perception than male, that age and whether consumers know such diversification or not are the most significant factors to affect conduct, that negative correlations exist between risk perception and diversification items of Health-beauty and Convenience, that negative correlations exist between risk perception and perception and also that negative correlations exist between risk perception and positive conduct, and that components of attitude change in the same way.