A Study on the Relationships among Store Image, Service Quality, Perceived Risk and Purchase Intention

• Main Authors: Hsiu-Shan Chen, 陳秀珊
• Other Authors: Yao-Huang Tseng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/14184122458136691982

碩士 === 大葉大學 === 企業管理學系碩士班 === 103 === With the flourishing development of the domestic catering market, the marketing competition of catering industry is fierce. Comprehending customers' needs is the key factor for catering industry not only to compete with but also to keep customers' purchase. The current study tends to investigate that store image, service quality, and perceived risk influence on customers' purchase intention to clarify the relationships among them. Based on the findings, suggestions are proposed to related enterprises for reference. According to relevant literatures, the current study proposed an integrated research framework. Empirical evidence was employed to verify the proposed hypotheses of the study. A questionnaire survey was conducted on the customers of two restaurants- TASTY and Tokiya. A total of 257 valid questionnaires were retrieved. SPSS 20.0 for Windows and AMOS 21.0 were employed for data analysis and verification. The results of the current study revealed that： 1. Service quality had a significantly positive effect on store image. 2. Service quality had a significantly negative effect on perceived risk. 3. Store image had a significantly negative effect on perceived risk. 4. Store image had a significantly positive effect on purchase intention. 5. Perceived risk had a significantly negative effect on purchase intention. 6. Service quality had a significantly positive effect on purchase intention. Conclusions and suggestions for future research are discussed and offered. For the managers of catering industry, in particular, specific suggestions-enhancing store image and service quality, and reducing perceived risk to effectively boost customers' purchase intention-are proposed. key words: store image, service quality, perceived risk, purchase intention