Linking consumer perception to preference of retail stores: An empirical assessment of the multi-attributes of store image

Abstract

Using a stimulus-organism-response (S-O-R) framework, this study examines the S-R relationship of consumer retail behavior. In particular, we focus on how consumer perception of the attributes of store image affects their preference for the stores. The stimuli that pertain to store attributes include merchandising, store atmosphere, in-store service, accessibility, reputation, promotion, facilities and post-transaction service. Consumers' preference is based on their post-visit ranking of the stores. Eight hypotheses were developed and tested with data collected from a survey using a random sampling approach. Results from a polychotomous regression analysis identified the following attributes as significantly influencing consumer preference: merchandising, accessibility, reputation, in-store service and atmosphere of the stores. Applicability and implications of the findings as well as suggestions for further research are discussed. © 2002 Elsevier Science Ltd. All rights reserved.