| Summary: | 碩士 === 義守大學 === 管理研究所碩士班 === 95 === Past studies of store image focused on its determinants, formation, life-style, purchase behavior, and loyalty. This study focuses on three focal points. First, this study would like to realize the relationship between life-style, store image and store loyalty. Second, we explored further if the consumers of different life-style groups have different store image core. Third, what attributes of store image that different life-style’s consumers respect for, and how these attributes influence store loyalty.
This study uses convenience sampling design, and 206 useful samples were collected in Kaohsiung City’s Carrefour hypermarket. After using factor analysis and cluster analysis, consumers were classified four groups-Fashionable Yuppies, Early Adopters, Conservative Laggards, and Trendy Followers. The difference of Early Adopters’, Conservative Laggards’, and Trendy Followers’ store image score are not significant, but Fashionable Yuppies’ is significantly lower than the forward three groups. After further analyzing, this study found that 32.7% of consumers were unsatisfied at merchandise variety, 54.6% of them were out of patience with the speed of checkout service, 43.6% of them felt that there are no multi-brand in the same assortment of merchandise could be chosen. 69.1% of them were unsatisfied at the parking service. All of the above are the major reasons why Fashionable Yuppies’ store image score is significantly lower. In the aspect of the relationship between store image and store loyalty, only store environment and atmosphere have significant influence on store image, and then this study used life-style groups to analyze, Early Adopters prefer store’s additional service, Trendy Followers prefer store environment and atmosphere, Fashionable Yuppies have higher requirements for store’s fundamental service, and Conservative Laggards do not have significant store loyalty. Finally, according to conclusions, this study suggests that Carrefour has to attach importance to store image’s attributes, not to use short-term price competition strategy.
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