文章基本信息

标题：Store Image as a Mediator of Consumer Purchase Intention in Kenyan Supermarkets
本地全文：下载
作者：Grace Wambui Kiboro ; Mike Iravo ; Doris Mbugua 等
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2020
卷号：66
页码：53-57
DOI：10.7176/JMCR/66-06
出版社：International Institute for Science, Technology Education
摘要：The intensity of competition in the retail sector in Kenya is driving supermarket managers to position store image as a tool of competitive advantage. This study examined the mediating effect of store image on the relationship between psychographic and psychological factors and consumer purchase intention in anchor supermarkets in Kenya. Descriptive cross sectional survey was applied on a sample of 384 consumers. The composite construct of psychographic and psychological factors was regressed on consumer purchase intention, resulting in a positive significant effect. It was established that store image partly mediates the relationship between psychographic plus psychological factors and consumer purchase intention. The study recommends building of positive reputation of the supermarket to attract and enhance the consumer’s intention to purchase.
关键词：Store image; purchase intention; anchor supermarkets