| During the development of retailing industry in China, the form of business clusters which is represented by shopping center, have covered a lot of big cities in a rapid pace. On one hand, these clusters provide convenience to consumers on their decision, meanwhile, make their decision to be hierarchical. On the other hand, the retail store should adapt their image management to the new phenomenon. The form of store image should not only take into account the factors which have been studied in former research, but also consider the influence brought by shopping center. In this study, we try to figure out the influence of each dimension of the shopping center image to the perceived image of retailing stores, furthermore, provide managerial suggestions.With the study on three experimental groups, we concluded as follows:first, different anchor stores will cause the difference of shopping center image in each dimension. The difference in price image is the biggest while in service image is the smallest. Second, there are significant difference in perceived price image and quality image of the store when it is under different shopping center environment. The level of shopping center influences more on the store's perceived price than quality. Finally, although there are significant relevance of the four dimensions of shopping center and store perceived image, the perceived price image of store is only caused by the environment image and service image of shopping center significantly under up-scaled one, while influenced by the environment image, the price image and service image of down-scaled shopping center; the perceived quality image of store is caused by environment and service image of down-scaled shopping center.At the end of our study, we provide suggestions to both shopping center and retail store on two sides, one is their own image management and the other is the relationship management between them. Finally, we advice some ideas for further research. |
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