A Study On The Effect Of Similar Commercial Agglomeration Image On Consumer Patronage Intentions Based On Shopping Goods

In recent 20 years, small scattered retail shops facing unprecedented existential crisis trend to aggregate to commercial agglomeration in succession. In particular, those shopping goods stores seem to forget counterparts, they trend to gather into similar commercial agglomeration, so that in the business field a new word"cluster effect"appears. What image of similar commercial agglomeration attributes to attracting the customers? What is the costumers'patronage motivation? Does this kind of phenomenon improve or reduce consumer satisfaction? Obviously these problems are worth researching, so this paper will do further research and try to solve the problems.At first,this research reviewed the literature of shopping goods, store image, commercial agglomeration image, store satisfaction, and patronage intention. The author has found that there is little research in similar commercial agglomeration image. In the past, most of the researches of patronage were in the light of store image, and they didn't take store satisfaction as a moderating variable into consideration. Secondly, based on the literature review, then this study sets the premise , ie shopping goods and sets the concept and dimension we use in this research, namely similar commercial agglomeration image, satisfaction and patronage intentions . And this research sets three scales to measure the three variables. Thirdly, this research proposes theoretical framework as well as the hypotheses.The theoretical framework is about relationship between similar commercial agglomeration, satisfaction and patronage intentions. The fourth, this research uses software of SPSS11.5 and AMOS4.0 to do statistical analysis of the investigation result. By using the empirical study, the paper has proved the theory model and the hypotheses. Finally, the conclusion of this study has been summarized and the author suggests the significance and prospect of this research.The main achievenments of this study are as follows :(1)By using the principal components method of factor analysis the paper has studied factors extracted from 21 topics of similar commercial agglomeration image .The conclusion is that the dimensions of similar commercial agglomeration image include"product-bundles image","price promotion image"and"convenience image","service quality image"and"environmental atmosphere image". Innovative similar commercial agglomeration image deepens the store image study and expands the content of the commercial concentration image.(2)By using structural equation model the paper has validated factors of similar commercial agglomeration image on patronage intentions. The conclusion is that similar commercial agglomeration image has significantly positive effect on patronage intentions, and satisfaction is a moderating variable between similar commercial agglomeration image and patronage intentions. This suggests that when the shopping goods retailers choose the place to do business, they should choose the similar commercial agglomeration which the customers have good image on it. Better agglomeration can cater to consumers'comparative shopping psychology and reduce the anxiety of satisfaction"uncertainty".(3)By using multiple regression analysis, the research further explores the micro key dimensions of similar commercial agglomeration image that affect the patronage intentions. The result is that in the five similar commercial agglomeration image dimensions, the"Product-bundles image"and"Service quality image"have significantly positive influence on patronage intentions; But the"price promotion image","convenience image"and"environmental atmosphere image"have not obvious effect on patronage intentions. This suggests that before it is going to be established, the investors should also think of reasonable importance order of five dimensions and focus on the"product-bundles image"as well as"service quality image", because if this two good image dimensions are established, they can make the patronage intentions strengthened, and bring profit for the similar commercial agglomeration stores.