The Study of the Relationship Between Store Images And Purchase Behaviors of Home Furnishings Stores in Taipei

• Main Authors: Hung-Jung Hsu, 許宏榮
• Other Authors: Fuh Yeong Kuan
• Format: Others
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/16379872009069765587

碩士 === 國立高雄第一科技大學 === 行銷與流通管理系 === 89 === This essay aims to study the importance of store images of home furnishing stores and the measurement on customers’ satisfaction of store images from the customers’ point of view; to understand how customers feel about the store images of home furnishing stores with the multiattributes measurement “appropriateness — importance model”. In addition, it intends to study the relationship among store images, demographic variables, importance of store images and customers’ satisfaction, as well as the relationship between store images and purchase behaviors. Customers of home furnishing stores in Taipei are the targets of this study, especially those of three big home furnishing stores: Working House, IKEA and HOLA. A total of 296 effective questionnaires are collected. Furthermore, there are profound interviews with the marketing staff, front line service personnel and customers on site at these three stores to compare the differences of their operation strategies, customer service and operation approaches. The major results are as the following: 1.The top five consumers’ measurement on the importance of store image are: price rationality; merchandize quality; after service; service attitude; and the comfort of the shopping space. While the top five measurement on the satisfaction of regular-visiting home furnishing stores are: comfort of the shopping space; variety of the merchandize; atmosphere of the shopping space; store appearance; and popularity. From the comparison of the average of the importance of the store image attributes and the average of the satisfaction on regular-visiting stores, it is found that the average of satisfaction is lower than the average of the importance with significant difference. In other word, how consumers assume the importance of the store image attributes is much higher than how they actually feel. 2.There are differences among consumers of different stores on the “store styles” and “convenience” of the store images and the difference is obvious. 3.There are differences among consumers with different “marriage status” and “age” on the formation and valuation of store images and the difference is obvious. 4.The prediction of purchase behavior with giving (importance) store image is not better than the prediction with satisfaction. 5.Store images have positive relationship with purchase behaviors, but there is no obvious difference of this predicted relationship among different stores. 6.There is an obvious predicted relationship between store images and purchase behaviors, however, there is an obvious difference of the predicted relationship due to different “marriage status” and “age” of customers.