The Relationship Of Store Image, Customer Perceived And Purchase Intention

As the financial crisis on the impact of the global economy,more and more enterprises in the business process facing market purchasing power atrophy of pressure in Our country-The collapse in exports and domestic demand is depressed to cause enterprise proprietors try to pass all-around change manages a concept to meet the challenge.At the same time, technical progress makes the product quality gap in the same price is more and more small,and customers choose products will be influenced by more and more factors which included product quality. Based on this, in the terminal sales process, the study on how to formation that influence customer purchase intention through the store image becomes an important issue concern about by the current business circles and the academia.The paper’s studies on customer purchase intention is based on the summarizing of the domestic and foreign research, draw lessons from the relevant marketing theories and knowledge,systematically discussed from the store image and the customer perception. In the research process, we first discusses the connection in the entity store of store image,customer perception and purchase intention from the theoretically, and creatively put forward the measurement index of the shops network to display the image of the store image;Then set up the corresponding conceptual model,and propose the following hypothesis:Store image’s measurement index to customer perceived measurement index has a significant positive effect;Customer perception of measurement index to purchase intention measurement index has a significant positive effect.The paper based on the top good furniture enterprise as the case enterprise, and used the methods of combining qualitative analysis and quantitative analysis, through survey the customers of the top good furniture enterprise and collect the effective data from the Zhengzhou,Anyang,Shangqiu,Nanyang and Xinyang five different azimuth cities, We used the software of IBM SPSS19.0to process and analysis these relevant data in order to achieve the verification of the hypothesis. We found the fact through the case of enterprise:Store image’s measurement index to customer perceived measurement index has a significant positive effect;Customer perception of measurement index to purchase intention measurement index has a significant positive effect.In short, the store image of the top good furniture has an important impact its customer perceived; the store shop service image of the top good furniture is the most critical factor in the customer perceived emotional;relative to leave the store in terms of the perceived quality of the customer, its left to the customer’s perception of emotional impact customer willingness to buy more;Relatively high frequency of customer use furniture,so,there are many factors that affect the formation of purchase intention.