Research On The Effect Of Store Image On Customer Perceived Value About Household Retail Store In Different Formats

With the intensification of the product homogeneity and the gradual failure ofthe price war, the competitions in home retailing have been more and more intense.How to win customers’ favor has become the focus of the company strategy.However, modern consumers’ behavior is trending to be the composite of emotionaland rational. Shopping is no longer just a task, but also an experience and a hedonicprocess. Good store image will make customers feel pleasant and increase theirperceived value to the store. And the positive perceived value is the essential reasonfor the enterprise to obtain customers’ loyalty. Thus, it’s important for the enterpriseto create good store image and improve customers’ perceived value, if it wants togain an advantage in such a complex fierce competition. Therefore, this paper chosehome-retail store as the study object. Based on a number of related documents, weselected two types of home retail formats large warehouse-style supermarketsand modern flatbed home stores. From the customer’s point of view, we built aresearch model of store image, perceived value and retailing format. The mainstudies included how the store image and its dimensions impact the customerperceived value and the regulatory role of retail format between their relationships.Through the review of theoretical researches and the study of the existingmature scales at home and abroad, we developed a reasonable scale combining thespecific situation of China’s home retailing. In this scale, the store image variablewas divided into product image, service image, atmosphere image, facilities imageand the convenience image. And the perceived value variable was divided intopractical value and hedonic value. Then, we collected219valid sample data bymaking use of the formal questionnaire in Shanghai, Hangzhou and Ningbo. Finally,we used SPSS16.0software to analyze the data and verify the hypothesis. Thisresearch mainly came out the following conclusions:Firstly, different from the general merchandise retail stores, in householdproducts retail store, the service image, facilities image and convenient image have a significant and positive effect to practical value, but not the product image. Secondly,product image, atmosphere image and facilities image have a significant and positiveeffect to hedonic value, but not the service image. Thirdly, retail format played asignificant regulating role on the dimensions of the store image and the practicalvalue, also the hedonic value. Specifically for the large warehouse-stylesupermarkets and modern home flatbed home store, the demensions of the storeimage that have significant impact on the customer perceived value are different, andthe weights are different too.This paper cleared the relationships between store image, customer perceivedvalue and retail format through Empirical analyze. According to the research results,we put forward some managerial suggestions to China’s home retail stores. Theyshould attach importance to create the good store image, meet the diverse needs ofcustomers and achieve differentiated business.