服装店铺形象对顾客感知价值和购买意愿的影响被引量：4

Influence of clothing store image on customer perceived value and purchase intention

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摘要以服装店铺为研究对象,通过实证研究分析服装店铺形象、顾客感知价值和购买意愿之间的关系。研究结果表明,在中国的服装实体零售中,店铺形象4个维度中商品形象、服务形象和氛围形象对顾客感知价值和购买意愿有显著的正向影响作用,而便利形象对购买意愿没有显著的影响。顾客感知价值对购买意愿有显著的正向影响作用,在服装店铺形象与购买意愿之间起到部分中介作用。建议服装企业合理制定营销策略打造良好的店铺形象,满足顾客多方面的价值需求,提高顾客的购买意愿,在激烈的市场竞争中脱颖而出。 Based on the clothing store,this paper studies the relationship between clothing store image,customer perceived value and purchase intention. The empirical results show that in the Chinese clothing retail entities,commodity image,service image and atmosphere image have significant positive effects on customer perceived value and purchase intention,but the relationship between convenient image and purchase intention is not significant. Customer perceived value has a significant positive effect on purchase intention,and is the mediator between clothing store image and purchase intention. So this paper provides that in order to improve the customer＇ s purchase intention,clothing enterprises should make rational marketing strategies to build a good clothing store image and meet the demands of customers.

作者陆亚新 LU Yaxin(Business School, Beijing Institute of Fashion Technology, Beijing 100029, China)

机构地区北京服装学院商学院

出处《毛纺科技》 CAS 北大核心 2016年第10期74-79,共6页 Wool Textile Journal

关键词服装店铺形象顾客感知价值顾客满意购买意愿 clothing store image customer perceived value customer satisfaction purchase intention

分类号 F713.55 [经济管理—市场营销]

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