The Effects of Store Image,Perceived Risk,Percerived Value on Purchase Intention –A Case of Costco

• Main Authors: Yuan Wen Young, 楊媛雯
• Other Authors: Wan-I Lee
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/72658457189032774884

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === Abstract Recently, the wars between General Merchandise Stores(GMS) keep going, and among numerous GMS , only Costco requires its members to pay membership fee for shopping in the mall. In point of enterprise management, store image is customers’ direct perception to a store as well as their elementary concept of the whole evaluation of that store. Hence, how a store impresses his customers will influence customers’ perceived risk and perceived value to that store afterwards, and purchase intention. Lately, there appears more and more enterprises to share the marketplace of General Merchandise Stores .In order to secure their place in such competitive marketplace, all the enterprises try their best with various promotions to attract customers. However, Costco takes a different way—to charge the members—as its managing mode. And it does not fail with this mode but gets a steady growth of membership. Therefore, within the research frame of store image, perceived risk and perceived value, this research takes Costco as the case to analyze why the customers are willing to apply for membership.Summing up the above, the Regression Analysis of the date from 380 questionnaires yield the following results： 1. The image of Costco has a negative effect on the perceived risk of customers. 2. Between the perceived risk and the perceived value of Costco customers there exists a negative relationship. 3. Between the perceived value of Costco customers and the willness to apply for membership cards there exists a positive relationship. 4. The image of Costco has a positive effect on the perceived value of customers.