An Empirical Study Of The Effect Of Brand Image On Purchase Intention: Perspective Of Hedonism

In the recent years,the development of our country's department stores has been challenged unprecedentedly.The dominant situation of department stores has disappeared. With the rise of many new retail formats,such as hypermarkets,warehouse-type supermarkets,franchise and discount stores,the traditional business mode of department stores has been outdated.As the government issued a series of polices to relax the domestic investment of foreign commercial enterprises,the development of department stores become more difficult in China.The construction of retail brand image has always been focused by retailers and academics and building a good brand image can help the deparment stores to obtain advantages in the fierce market competition.This article aims to study the department store as a corporate brand,by adding the hedonic shopping value, discuss the effect of it's brand image on customer purchase intention.At the end, we proposed a few appropriate recommendations for department stores.Therefore,this study has important theoretical and practical significance.Firstly,this article reviewed the related theories of brand image,hedonic shpping value,and purchase intention.Secondly,we inferred the hypotheses and conceptual model of this article based on the existing literatures and combined with the features of department stores,then designed the measurement scales.Finally,by using statistical analyses,we tested the dimensions of department store brand image and their impacts to hedonic shopping value and purchase intention;the impact of hedonic shopping value to purchase intention and the impact of department store brand imge to purchase intention through hedonic shopping value.This study made a questionnaire survey for consumers of department stores in Dalian.With the selected data,we took reliability and validity analysis,correlation analysis and regression analysis by using the SPSS 18.0 and LISREL8.7.The conclusions of this article are as follows:The department store brand image consists of commodity,service,environment,convenience,reputation,promotion and symbol.The service,environment,promotion,commodity and convenience have significant positive impacts to- hedonic shopping value. Commodity,service,reputation,promotion and service have significant positive impacts to purchase intention.The hedonic shopping value has a significant positive impact to purchase intention.Commodity,service,environment and promotion have significant positive impacts to customer purchase intention through hedonic shopping value.