The Influence of Retail Store Image on Customer Shopping Value in China

Abstract

This paper uses software Amos 26.0 to test the hypotheses in the conceptual model to store image, shopping value, and retail performance empirically based on data collected from a formal survey. The study’s conclusions and innovation are reflected in the following three aspects: (1) This paper builds and tested the whole research model, including store image, shopping value, customer satisfaction and store loyalty. (2) The classification system and measurement scale of the five-dimensional store image are developed and confirmed in China’s retail business environment. (3) Consumer shopping value is divided into utilitarian shopping value, hedonic shopping value, and social shopping value, and these dimensions are supported in the context of China’s supermarket stores.