The Research On Relationships Among Retail Agglomerations Image Consumer’s Shopping Value And Repeated Patronage

As China opens to the outside world even more profoundly since21th century,foreign retailing businesses warm in and our consumption level keeps rising, thus thebusiness categories such as individual ownership, mom-and-pop store and chain store canno longer satisfy the consumers. Therefore, it is essential to establish a multi-functionalcommercial complex to make it easier for central merchandising, comparative purchasing,and one stop shopping. For instance, shopping center is a quintessential that meets suchrequirements. Shopping center is a multi-functional commercial state, offering variousservices including catering, shopping, entertainment and sightseeing. So in order to betterdevelop socialist market economy and serve the residents, it is of practical meaning tostudy such new-emerging business type.Based on consumer phycology, the author unfolds his study in the case of largeshopping center in Suzhou from the perspective of consumers’impression on commercialstores so as to find out how such impressions affect consumers’shopping value andrepeated purchasing behavior. Meanwhile, this paper gives a description of effects ofintervention degree on consumers’ shopping value and an analysis of differences ofconsuming features on different variables, so as to provide strong theoretical support forretailers to boost competiveness by improving consumers’impression on commercialcomplex.This paper adopts the method of qualitative analysis as well as quantitative analysis todo the study, which is to collect data through questionnaire survey of the shopping malls’consumers in the city of Suzhou and then analyze these data by statistical analysistechniques to finally modify the existed theory model and provide practical conclusion forretailers.