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1、Page83CHINESECONSUMERS’STOREIMAGEFORMATIONANDITSIMPACTONPATRONAGEBEHAVIORHaiyanHu,MorganStateUniversityABSTRACTTheresearchersexploredChineseconsumers’storeimageperceptionsfromtheirfreeresponsesandcomparedtheresponseswiththoserevealedfromstructuredquest
2、ions.Thequalitativedataidentifiedsixbroadcomponents,someofwhichcontainedidiosyncrasiesthatareuniquetoChineseconsumers.ThequantitativeanalysesrevealedthatChineseconsumers’shoppingtendenciescorrelatehighlywithmerchandiseandstorecongeniality.Theiraveragee
3、xpenditureduringeachshoppingtripisaffectedbymerchandise,service,advertisements,storecongenialityandconsumers’income.ThestudycanhelpinternationalretailersbetterunderstandthestoreimageattributesthatareuniquetoChineseconsumersanddevelopaneffectiveretailin
4、gmix.INTRODUCTIONTheChineseeconomyhassustainedcontinuousgrowth,andsohasitsconsumermarket.Containingtwenty-fivepercentoftheworld’spopulation,whomostimportantly,havemoneytospend,thismarketattractsmuchattentionfrominternationalretailers.AccordingtoNationa
5、lBureauofStatisticsofChina,totalretailsalesofconsumergoodsreached15455.4billionyuanin2010(approximately2.3trillioninUSdollars),anannualgrowthrateof14.8percentafterdeductinginflationfactors.Chinatripleditstotalretailsalessince2005(NationalBureauofStatis
6、ticsofChina,2011).Inthemeantimeconsumerincomehasalsorisen.Percapitadisposableincomeofurbanhouseholdsgrewby7.8percentin2010(NationalBureauofStatisticsofChina,2011).Withtheriseofthemiddleclass,Chineseconsumersalsobecomemoresophisticated.Convenienceandsto
7、relayouthavereplacedpricetobecometheprimarymotivesforshopping(Powers,2005).Ontheotherhand,variousrestrictionsonforeigninvestmentintheretailsectorsuchasgeographicallimitsandmaximumnumberofoutletswereremoved.Anewmeasureofforeigninvestmentinthecommercesec
8、torhastakeneffectwhichallowsforeignretailerstoestablishsolelyownedforeignretailstoresandallowsinternationalretailerstoenterthesecondaryandtertiarymarket(Ness,2005).Asaresult,competitionhasintensifiedbothamongforeignretailers(e.g.between
