商店形象与消费者购物决策风格关系的实证研究——对青岛市农村居民的实地调查

An Empirical Study on the Relationship Between Store Image and Consumer Decision-Making Style: A Field Investigation of Rural Residents in Qingdao

商店形象对顾客购物行为有重要影响,以青岛市农村居民为例,实证分析消费者购物决策风格与商店形象这一零售营销变量之间的关系。通过研究结果,为农村零售商业的发展提供针对性的政策建议,使零售商能够更准确地预测农村居民的消费行为,有力地拉动农村消费。

Store image has a remarkable effect on consumer buying behavior. This paper empirically analy- zes the influence of store image on consumer decision - making styles using the data from rural residents in Qingd- ao. Through the findings, we can offer some suggestions to the development of rural retail commerce, make retailers predict farmers＂ consuming behavior accurately and effectively rise consumer spending.