Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image

Linking consumer perception to preference of retail stores: an empirical assessment of the... Using a stimulus-organism-response (S–O–R) framework, this study examines the S–R relationship of consumer retail behavior. In particular, we focus on how consumer perception of the attributes of store image affects their preference for the stores. The stimuli that pertain to store attributes include merchandising, store atmosphere, in-store service, accessibility, reputation, promotion, facilities and post-transaction service. Consumers’ preference is based on their post-visit ranking of the stores. Eight hypotheses were developed and tested with data collected from a survey using a random sampling approach. Results from a polychotomous regression analysis identified the following attributes as significantly influencing consumer preference: merchandising, accessibility, reputation, in-store service and atmosphere of the stores. Applicability and implications of the findings as well as suggestions for further research are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Retailing and Consumer Services Elsevier

Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image

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Publisher
Elsevier
Copyright
Copyright © 2002 Elsevier Science Ltd
ISSN
0969-6989
D.O.I.
10.1016/S0969-6989(02)00006-1
Publisher site
See Article on Publisher Site

Abstract

Using a stimulus-organism-response (S–O–R) framework, this study examines the S–R relationship of consumer retail behavior. In particular, we focus on how consumer perception of the attributes of store image affects their preference for the stores. The stimuli that pertain to store attributes include merchandising, store atmosphere, in-store service, accessibility, reputation, promotion, facilities and post-transaction service. Consumers’ preference is based on their post-visit ranking of the stores. Eight hypotheses were developed and tested with data collected from a survey using a random sampling approach. Results from a polychotomous regression analysis identified the following attributes as significantly influencing consumer preference: merchandising, accessibility, reputation, in-store service and atmosphere of the stores. Applicability and implications of the findings as well as suggestions for further research are discussed.

Journal

Journal of Retailing and Consumer ServicesElsevier

Published: Jul 1, 2003

References

  • Retail Management
    Berman, B.; Evans, J.R.
  • Consumer values and the importance of store attributes
    Erdem, O.; Oumlil, B.; Tuncalp, S.
  • Relational benefits in service industries
    Gwinner, K.P.; Gremler, D.D.; Bitner, M.J.
  • Spatial diversification and multipurpose travel
    Hanson, S.
  • Store environment and consumer purchase behavior
    Sherman, E.; Mathur, A.; Smith, R.B.

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