Retail Situation On Consumers' Willingness To Buy

With the further reform and opening, retailing development fast-paced, various sales approach to emerge in endlessly, various retail format is established with the masses of consumers most widespread, the most direct and most close economic ties. Shopping environment is affect consumers' willingness to buy the important factors, this paper studies the point is, in supermarkets and retail situation as research object, by S -O- R model and situation theory as a foundation, based on people and the environment, this paper discusses the mutual influence mechanism retail determinants is how to affect consumers' willingness to buy, and examines how through the retail environment management, create value for consumers shopping experience, affect consumers' willingness to buy, promote the realization of the purchase behavior.Based on literature review on the basis of constructing the retail situation factors to influence customers purchase intention model, and then puts forward the research hypotheses and empirical studies conducted by some conclusions:(1) The supermarkets and retail situation is respectively: surrounding conditions, spatial layout and function, signs and symbols, social conditions. 17 situation factor is respectively: shop familiar degrees, transportation convenience, indoor temperature, indoor smell, indoor illume, background music, indoor noise, indoor layout, commodity exhibition, environmental facilities, product real-estate sign, indicator drop waiting time, crowded degree, service personnel, handlers, sales field.(2) The characteristics in the retail consumer situations different variables significant differences. Mainly with two independent sample t-test statistical method to study the different gender in every consumer research variables differences. With single factor analysis of variance to study consumer different age, income, education, education status by such characteristics in different research variables differences.(3) Retail situation factors on consumers' approach behavior are significant positive correlation. Correlation size in order: background factors, design factor, environmental factor, social factor and indicative.Finally, according to the results of retail situation management were also proposed some advice, and simultaneously, this article also because each aspect existed some shortage and research limitations, these questions remain to be further improved.