| In recent years, as the life quality and income of citizens are increasing, their consumption pattern thus has changed from satisfying the basic needs to seeking the convenience of shopping and the satisfaction of sense. Consequently, the management pattern of retail trade has also changed, together with the development of business assemblage, the retailers are standing severe tests. Consumers hope to shop in the shops which make them comfortable, the retailers also hope to have such shops which meet the consumers'needs in design and goods.Informed research into the impressions of stores proved that consumer impressions of stores will affect the consumer preferences and the choice of shops. Therefore,this study suggests that people should according to consumer's pression of stores, adjust the retail shops management concept, which is more close to the consumer market demand, so as to improve the frequency, contemporary the whole business concentration will brings more consumers. But in reality, the small retailers don't accurate understanding of consumer's pression of stores,there are conformity and distinctive between small retail store impression and consumer impression. Some scholars noticed the distinct perception between the retail store impression and consumers impression, and both are discussed. Through the study, we expect that we can provide certain adjustment suggestion for the retail business. However, these studies are based on the result of the research into department . Store image is variable which is based on environment , even if the orientation similar to department stores, consumer attention and retail store image dimensions were also certain differences in perception of the dimension. It can be seen, there is a huge difference on store image between department stores and retail stores, the impression which consumer and small retail shops were aware of, should be different with the department store.For a long time, the rise and fall of solidarity with the Commercial Street development of small retailers and not be given due attention. However, as the operators facing operating capacity and financial capacity constraints, they often can not correctly grasp the more consumer information. We can not look like a small department store as a large shop operating, but the gathering together of these small shops look at their shops in the impression that it would show some consistency?If the difference between their store image and consumers store image has a certain rule? Can it enhance the overall attraction which through the whole guidance gathers。Therefore in this research, the impression research uses Samli, Kelly and to the shop the Hunt (1998) research, has chosen the shop impression eight dimensions, respectively is the service personnels, the service policy, prepares goods, the layout, the atmosphere, the convenience, the price, the commercial quality, carries on the appraisal to the small retail sales shop. The consumer sensation's shop impression and the small retail sales use the same meter, at the same time the scholar had also use similar method, on the other hand they use the same meter, and this is advantageous to carrie on the comparison to both. Subsequently we introduce Patronage intentions variable , survey the small retail sales and the consumer sensation shop impression uniformity, shop your help intention influence. Through the shop impression's eight dimensions, we use the return separately the method, survey each dimension to the shop your help intention impression. Then we hope can discover that which dimensions the uniformity is high, the shop your help intention is high. To the shop operator, this will be helpful in understood that own shop the superiority and the inferiority, subsequently they will enhance the improvement of their own shop, and these steps will contribute to attract more consumers to come this shop shopping. This similarly also enhanced the charm which entire gathers, attracts more consumers to come the commercial gathering for consumption。We have collected the Chinese and foreign literatures and the literatures of store impression, and then I have modified the previous scale. At the same time, because the research site was the city of Taizhong, Taiwan, and I took the suggestion of the university professors in Taiwan, I made the scale more acceptable to consumers in Taiwan and improved the effectiveness of the questionnaire survey. The object of this study is Fengja Night Market of Taizhong in Taiwan. I selected six stores, and then respectively made conduct research and interviews with the six stores. Fengja Night Market of Taizhong is the largest night market in Taiwan, attracting more consumers. The consumers are from not only Taiwan but also other countries, so Fengja Night Market of Taizhong is representative. Then I Carried out the research design in Taiwan, and selected six small clothing shops: Disuonaier, YOYO, NET, TWO-TWO, Giordano, Levis. I separately made interviews with consumers of each store, each 50 questionnaires, which are 300 questionnaires.After I collected the questionnaires, I analyzed the data by software. Through the demographic of consumers and shop owners, I studied the structure components of consumers of Fengjia Night Market, and the age and qualifications structure of the owner and staff, hoping to find consistency factor on store image perception. Then I made factor analysis and verification of data reliability and validity in order to pave the way for subsequent research. After verification of data reliability and validity, this study made the linear regression on patronage intentions, through regression analysis on service staff, service policies, stocking, layout, atmosphere, convenience, price and quality of goods. I verified the eight dimensions. If the consistency of the small retailers and consumer perception are in the higher level, the patronage intentions of the consumers are higher.Through the above analysis, the paper is structured as five chapters:First chapter——introduction. In this chapter the background of the research will be analyzed, the problems will be given. It then comes to the expatiation of the goals , the theoretical and social meaning of this essay. The arrangement of the framework and the flow are also be given.Second chapter——documents review. In this chapter, the scholars'research results about shop-impression and shopping-disposition are reviewed, the relationship among the variable forces is discussed in detail. This chapter is the backbone of the research theoretically.Third chapter——plan and method of the research. After the theory model is set, the research hypothesis will be brought. The methods of sample collection, design of the questionnaire and analysis of data are all will be introduced.Fourth chapter——data analysis and conclusion. Via analyzing the data collected by questionnaire and conducting the regression & factor analysis through software, a brief commentate will be given.Fifth chapter——conclusion and outlook. Based on the above analysis, revelation of the essay both on theory and practice is expounded. Advices and suggestions about improving the impression of the shops to enhance or generate consumers'shopping disposition towards their small scaled shops are proposed. |
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