| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 102 === The fruits and vegetables retail sector in Taiwan has been experiencing significant development since its openness to the world. Due to the fact that almost all fruits and vegetables are sold at retail outlets, it motivates retailers to improve themselves in order to attract more consumers to their stores. In the past, there were many studies regarding fruits and vegetables; however, the effects of fruits and vegetables store image on consumers’ purchase intention has not yet studied.
Consequently, the primary purpose of this study is to discover the relationship between fruits and vegetables store image and consumer’s purchase intention. By examining consumers’ assessment of 5 store image components, we can determine which component has the best impact on consumer’s perception of store image. Simultaneously, the linear effect of store image on consumer’s purchase intention as well as the mediating effect of store image on the influence of each component on purchase intention would be defined. In this study, 200 questionnaires were delivered to consumers of different ages, genders, incomes, and education in Taiwan and SPSS 18.0 was applied to analyze the data in order to verify the validation of the framework and hypotheses in this study.
The findings of this study reveal that personal service, merchandises and selling environment have significant influence on consumers’ purchase intention. In the meanwhile, advertising promotion and location are not significantly influential in their purchase intention. The result also reveals that store image is built with the 3 best components: merchandise, selling environment and advertising and promotion. Location and personal service have no significant effect on it. In addition, there is no difference amongst demographic factors regarding their preference for store image components, store image and purchase intention.
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