| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === Previous research has focused much effort on the antecedents of shopping value with very little emphasis on what or how value to create, and on the outcomes of shopping value. This study investigates the relationship between store image, customer value, and loyalty. That is how consumer perception of the attributes of store image affects their perceived value for the stores, and how consumer perception value affects their loyalty. The primary research questions in this paper are as follows. First, which kind of store image can improve consumer’s perceived value? Second, what kind of consumer perceived value manager should use to let consumer more loyal? Finally, this study examines the moderating effect of product knowledge, and desire to inspect what attributes is more importance for high product knowledge consumer, relative to low product knowledge consumer.
Data were 512 retailer consumers, and the subject was asked to fill out a questionnaire. The analysis used the LISREL and SPSS statistical software package. The results are : (1) The attribute of store image, such as product characteristic、location and reputation, should be particularly important to consumers；(2) Product characteristic, location, advertisement, atmosphere and reputation have positive effect on consumer’s hedonic value. Price, product characteristic, location, promotion, advertisement, atmosphere and reputation have positive effect on consumer’s utilitarian value. Price, product characteristic, location, atmosphere and reputation have positive effect on consumer’s symbolic value；(3) Utilitarian value and symbolic value have positive effect on consumer loyalty；(4) High product knowledge consumer put more weight on location and symbolic value. Low product knowledge consumer may be more influenced by service and atmosphere.Finally, the limitations of the study and the recommendation for future research are discussed.
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