Empirical Research Based On The Gender Perspective About The Impact Of The Supermarket Brand Image On Customer Consumption Emotions

At present, over50,000Chinese supermarkets has largely replaced the traditional department store status, the industry profit is more than2.3%. As the improvement of people’s quality of life and development of the information society, consumers’views of increasingly oriented retail accelerated tilt toward a buyer’s market, this big cake of Chinese retail market increasingly competitive. Therefore, for consumer behavior has a direct relationship with the customer consumer sentiment research more and more of our customers’scholars concerned. At present, about the emotional dimensions of research focused on consumer sentiment and the theory of measurement, consumer sentiment and spending decisions, consumer sentiment and consumer behavior topics. However, gender perspective on consumer emotion antecedents is very few. Therefore, this paper to gender perspective on consumer emotion antecedents of consumer sentiment theory development has certain theoretical meaning. At the same time, facing the retail industry macro environment of fierce competition, the supermarket business must take poor dissimilation management way, it can effectively meet the needs of different consumer groups, access to customer satisfaction, but also invalid for operators to save costs, operators gain a competitive advantage, However, in the supermarket consumers, cognitive, psychological difference was most pronounced in the two major consumer groups is the gender differences. Therefore, this gender-perspective study of influence factors on customer sentiment supermarket business, competitive advantage also has a certain degree of practical significance.Through the above description, the present study has two main innovations.1. Scholars for research on customer sentiment have received wide attention, but most of the studies focused on consumer loyalty and consumer sentiment survey and role and relevance of customer consumption behavior. In this paper, from another perspective, gender self concept differences perspective on consumer emotion difference.2. Previous studies did not define specific customer consumption emotion antecedents; different scholars adopted the antecedent variables of approximate not identical. The supermarket customer consumption emotion antecedents were literature review and summary, summarized the consumption emotion antecedents for the supermarket brand image of four dimensions. The later scholar in consumer emotional aspect research has certain reference significance. This research through to Chengdu dozens of large supermarket conducted a questionnaire survey to collect data and using SPSS statistics software to carry out empirical analysis, mainly studies the following problems:First, antecedent variable triggered by a supermarket customer sentiment;Second, influence degree of the antecedent variablestosupermarket customerconsumption emotions;Third, the antecedent variables of supermarket gender effects of customer consumption emotions;Fourth, based on empirical measurement results give a supermarket business proposal.The core problem of the study to this paper is gender differences in factors affecting the status of customer sentiment. This research first on the basis of theoretical research on consumer sentiment, combined with the supermarket consumer shopping behavior, get a supermarket customer sentiment due to a variable; Secondly, based on the theory of self-concept and theories of gender difference, analysis due to a variable on the effects of gender differences in customer sentiment, finally according to the analysis result, proposed antecedents for supermarket customer consumption emotions genderdifferences in effects of model assumptions.The empirical part, using literature research method, staff interviews and SPSS statistical analysis method to analyze, draw all the antecedents of different sex supermarket customer consumption emotion the influence degree, to verify the study hypothesis, results are as follows:(1) The supermarket brand image of four supermarket convenience of service for different gender consumer emotional impact shows no significant gender difference. According to the empirical results, this study proposed targeted large supermarket management suggestions. Mainly has the following several points:ension:supermarket commodity attribute, supermarket service convenient, supermarket shopping environment and the promotion of supermarket strategy and customer consumption emotions all have a positive effect.(2) the supermarket brand image four-dimensional effect on customer sentiment with supermarket goods property is the most important factor, followed by supermarket convenience services.(3)Properties of goods, supermarket shopping in supermarkets, a supermarket promotion strategy for different customer consumer sentiment has significant gender differences; supermarket convenience of service for different gender consumer emotional impact shows no significant gender difference. According to the empirical results, this study proposed targeted large supermarket management suggestions. Mainly has the following several points:(1) Attached to the supermarket goods property management, customer satisfaction is more and more strong value orientation.(2) Convenience supermarket service is customer sentiment of health factors, adapt to the trend of the accelerating pace of life.(3) A good shopping environment makes consumers to obtain satisfying shopping experience, to keep the customers actively shopping mood.(4) The rational use of all kinds of promotion mix strategy, stimulate customers impulse buying.According to the above idea, full-text technical route is divided into6chapters; the research structure is as follows:The first chapter is the introduction, mainly introduces the subject of the study of the background, significance and research purpose and the research methods and content.The second chapter is the theoretical basis, mainly introduces the related theory, gender differences in consumption theory of emotion, emotional antecedents affect consumption theory.The third chapter is the model and hypothesis, construct the research model of the supermarket brand image to the emotional impact of different gender consumer, put forward the hypothesis of this study, the variables are defined and measured and the design of the scale. The fourth chapter is the part of empirical analysis; this chapter applies statistical software for data reliability and validity, analysis of variance and regression analysis, test the research model and hypotheses authenticity.The fifth chapter is the conclusion and discussion. This chapter focuses on the results of factor analysis and regression analysis results were systematically discussed and analyzed and discussed the research hypothesis of this paper.The sixth chapter is the research on supermarket operation was proposed, and also points out the research limitations and future research directions.