小零售商自我印象与消费者店铺印象的对比研究

A Comparative Study on Retailer's Self-image and Store Image

商业集聚中的小零售商面临网络零售的严重冲击,但目前的研究大多只关注大型百货店,忽略了对小零售商的经营指导。文章结合消费者问卷调查与零售商访谈,开发了针对小零售商的店铺印象量表。通过对比零售商自我印象和消费者店铺印象发现:小零售商和消费者对"物有所值"和"店铺信誉"的理解存在明显差异。消费者认为物有所值的商品兼具质量好和价格低的双重特征,而零售商只单方面强调商品价格低或质量好;消费者认为店铺服务好不等于有信誉,而零售商认为服务和信誉属于同一内容。

The small retail stores in shopping street are facing a severe impact from online retail. However, current resear- ches mostly concentrate on large-scale department stores, ignoring the managerial guidance to small retail stores. Based on the consumer questionnaire survey and retailer interviews, this paper develops a store image scale to small retail stores. By compari- son of retailer＇s self-image and store image, retailers and consumers have an obvious different understanding on ＂the goods with high value＂ and ＂store reputation＂. Consumers think that the goods with high value should mean both low price and high quality, but the retailers argue for such goods with either low price or high quality. Consumers believe that a store with good service does not mean good reputation, however the retailers assert good service identical with good reputation.