A Research On The Impact Of Shopping Mall Store Image On Consumer Cross Purchase Intention

During20years of development and exploration, China’s shopping center in retailcomprehensive influence expanding increasingly, and showed strong vitality.Consumers have more opportunities in different retail store to buy some kinds ofproducts and brand.Customers in the shopping process exactly the pursuit of what value, as ashopping center this new retail format, how to attract consumers in the same place tobuy different products and brands (cross purchase) become the focus of research. Thispaper based on retail store image, and explore shopping the shop in the center ofimage on customer cross purchase the influencing mechanism. At the same time,explore the customer practical value and the value in the mechanism of the effect ofthe intermediary function, so as to find out the shopping center store image to crosspurchase core influence dimension to store image and customer value as the startingpoint, for retail enterprise how to build customer loyalty to provide managementadvice.Firstly, this article to the relevant contents of the store image is a literature review,in reading a lot of literature at home and abroad, on the basis of Chinese scholars inMitchell and SongSiGen proposed shop dimension division. At the same time use thescholar Wang and yu (2001) and Wong (2003) proposed model as the theory basis toestablish store image and cross purchase influencing factors model, from merchandiseimage, price image and convenience image, image, service facilities image andreputation image based on six dimensions, the store image on consumers’ purchaseintention cross the effect. Hypothesis are to forward is given priority to, at the sametime assume that perceived customer practical value and the value to cross purchaseintention also has positive influence, and the practical value and the value in theinfluencing mechanism of act as the intermediary role. Secondly, according to the previous scale formulation form initial investigationquestionnaire, in a small sample and large sample data inspection after treatment thatthe key conclusion:1store image different dimensions on customer cross purchaseintention of differences influence. This paper found that not every dimension can andcross purchase intention to establish positive relationship between, only commodities,reputation and convenient three dimensions and cross between buying into asignificant positive relationship, and price, service and facilities image and crossbetween buying and no significant positive relationship.2store image on customervalue differences influence. Goods, price, service, convenience, and prestige are withpractical value has significantly positive relationship between, facilities but no such ashypothesis it and practical value to establish positive relations; For customerperceived value pleasure itself, price and the convenience and pleasure value withoutsignificant positive relationship between.Based on the above conclusions, the paper discusses how to establish a goodshopping center store image so as to establish customer loyalty put forwardcorresponding countermeasures and suggestions:1, emphasize the key dimensions ofstore image, according to the format attributes set up competition advantage. Not allstores dimension can increase customer value perception, retail enterprise shall,according to the specific store dimension, image optimization; Combined with thecharacteristics of the shopping center itself, strengthen customer value influence largestore image dimensions, set up their own competitive advantage.2, create multiplecustomer value to meet different levels of customer demand.3, strengthen servicetraining and management, which are the characteristics of differentiation servicesystem. Retail enterprise, really take customer as the center, to establish its owncharacteristics service network and service system, shaping good service image, andcreate more customer value.