商店形象对消费者惠顾行为影响的研究评述及展望

The Impact of Store Image on Consumer Behavior:A Review

在西方,商店形象已经历了近半个世纪的研究,而在中国,针对商店形象的研究则显得相对滞后。本文从商店形象概念的梳理,商店形象的属性维度构成,综述商店形象如何影响消费者惠顾行为,并提出在中国环境下,商店形象对消费者惠顾行为影响这一议题的未来研究方向。

Store image has been the subject of research over the last 50 years in western academics. However, it seems a little bit hysteretic in Chinese academics. The primary purpose of this review is to de-scribe the definition of store image, illustrate the dimensions of store image and provide an over-view of how store image influence consumer patronage behavior. Combining with Chinese cir-cumstance, we give some suggestions to future research.