Research On The Shopping Choice Behavior Of Community Residents In Fuzhou

With the arrival of the era of travel leisure, shopping and leisure are essential to our daily life, plus the emergence of large supermarkets and commercial shopping centers, certain research related to the consuming behaviors at supermarkets has been drawing the attention of researchers home and abroad.As a new business pattern, supermarkets had shown up in America as early as in the 1920s. The business pattern transition in the west countries has been through a century's development and accumulation, while in China only 30 years. When especially after 2000, business patterns such as supermarkets, large shopping malls have been successively showing up in China's big cities. Foreign supermarkets such as Carrefour and Wall-Mart, state-owned supermarkets such as Hualian and Shiji Hualian together with private supermarkets such as Yong-Hui and Suguo constitute the three basic supermarket patterns in China. Fuzhou as a comparatively developed coastal city, its residents have a considerably strong consuming ability. Compared to other large state-owned supermarkets or foreign ones, Yong-Hui private supermarket enjoys a promising development in Fuzhou. At present, with 53 supermarkets in business, Yong-Hui has become an important choice for residents in Fuzhou. Therefore, by studying the characteristics and mechanism of Fuzhou residents' shopping choice behavior, this thesis makes an effort to get some advices for the enterprise's sustainable development, with the result can also be certain reference for other supermarket patterns.Based on considerable literature survey and related researches home and abroad combing, choosing "Research on the Shopping Choice Behavior of Community Residents in Fuzhou—A case study of Yong-Hui Private Chain Supermarket" as the theme, this thesis tries to analyze the development status of Yong-Hui supermarket and the community residents' shopping choice behavior at Yong-Hui in Fuzhou. Selecting 22 factors that may influent the community residents' consuming behavior, based on the factor analysis method, with the 687 efficient samples for empirical analysis, five factors influencing community residents'c onsuming behavior are proposed as follows: supermarket management factors, shopping information perception, individual's social and economic status, commodity conditions of the supermarket and choice behavior results. The structural equation model on factors of community residents' shopping behavior in Yong-Hui supermarket in Fuzhou is built with the AMOS7.0 structural equation model analysis method. Fitting and adjusting the model to make it fit well the actual situation. According to actual status of operation and management in Yong-Hui and the model research results, some policy-related suggestions for it can be proposed, which will benefit Yong-Hui in the commodity configuration, the product quality guarantee and the service improvement, so as to achieve a low cost strategy and eventually improve the enterprise's profit.