A Study On Effects Of Store Image On Patronage Intention In Business Cluster

Since reform and opening-up, Chinese garments retailing has entered into fast developing period, the garments retailing market faces drastic competition. Especially, after our country joined WTO, many foreign brands entered into China and on-line business models developed quickly, so in many respects, such as renewing ideas and raising management quality and level and so on, the individual garments retail store faces the unprecedented challenge. If we only exist on government protection and support, the owner of individual garments retail store can not get rid of these crises radically. We need to base on the market and give them theoretical guide of running business. This research discussed from the store image angle has affected the consumer's intention to patronize. Simultaneously we also analyze the consumer characteristic in each research variable difference and put forward some suggestions of managing individual garments retail store.Through the literature review,depth individual interviews and market research, this research developed the scale of garments retailing store image in our special cultural background. This research carries on the questionnaire survey and takes Jilin City's 20 individual garments retail stores as the object of study. Afterwards analyses 800 effective samples, we got diagnosis analysis result basically: there are five significant dimensions for image of garments retail store in business cluster : commodity image,service image,ambiance image, facility image,and organization image. All of them affect customer satisfaction positively and significantly by positive analysis. At the same time, we can draw a conclusion that the different individual characteristic consumer has the remarkable difference in the store image sensation. According to the aforementioned research, combining the current practical problems of individual garments retail store, we could points out corresponding countermeasures.