A Research On The Influence Of Store Image Fit On Retailer’s Online Store Loyalty

With the rising of the Internet and the continuous improvement of people’s income, shopping online has becoming a new trend. The size of the network shopping user and e-commerce transaction amount has been steady growing recent years. The online market contains potential opportunities, which attracts traditional retailers like department stores, special stores, super markets and shopping malls to step into the online business. It is the important areas for traditional retailers to expand market share. As for click stores, they also try hard to step into the tradition channel. Therefore, all kinds of retailers have been actively developing multi-channel retail mode combines the physical stores and online stores. However, online cost and income can be uncertainty that whether online channel will increase or just cannibalize offline sales. Channel synergy is urgent problem for retailers to solve. Multi-channel retailer’s brick and click store can be regarded as parental brand and extended brand that fit, especially store image fit is the key to success of extension. Therefore, focusing on store image fit perspective, studying the relationship between store image fit and online store loyalty, this paper has important research and practical significance.Based on the literature review, draws on previous research results, this paper builds an research model which integrates store image fit, online customer trust and online store loyalty. With proper scale and questionnaire, we launched large-scale questionnaire survey. SPSS16.0is used to analyze empirical data and test the model and hypothesis. The results show that:(1) the commodities image fit, price image fit, convenience image fit and service image fit have positive influence on online customer trust;(2)the price image fit, convenience image fit, service image fit positively influence online store loyalty. Among which, the online customer trust plays significant mediating role.Then, according to the verification results, a number of marketing proposals of store image strategies are made for multi-channel retailers to enhance customer trust and store loyalty. In the end, limitations of the study and future research directions are put forward.