| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === Recently, domestic food safety incidents have been discovered, so that consumers have more purchase risk, thereby affecting the willingness to buy merchandise. How to reduce consumers' perceived risk, increase purchase intention become the initial motivation of this research. Because store image is important external cues to judge the quality and risk, and purchasing decisions based on value, so that we included store image and perceived value in the research. The purpose of the paper is to test the relationship between store image, perceived risk, and perceived value. The merchandise negative information will be tested for the moderating effect on the model.
We select Costco as case to analyze about store image, and take negative message to excessive pesticide of merchandise as a research subject. The research is based on Costco consumer groups, the convenience sampling method is adopted. Total of 420 questionnaires about negative message to excessive pesticide were explored with convenience sampling methods, and 365 effective samples were received, the effective rate is 86.90%. The results showed that: (1) there is a significant negative relationship between store image and perceived risk ; (2) there is a significant negative relationship between perceived risk and perceived value ; (3) there is a significant positive relationship between store image and perceived value ; (4) perceived risk has mediating effect between store image and perceived value ; (5) merchandise negative information has no moderating effect between perceived risk and store image about view of store、emotional satisfaction、merchandise quality、salespeople and shopping experience ; (6) when moderated by high merchandise negative information, the effect of store image about performance and overall service on perceived risk is greater than low merchandise negative information.
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