| With the deepening degree of information, showing a multi-channel and multi-format retail development model, competition is become fiercer. Price as an important consideration for retailer, retailers inevitably involve price image management in the course of business, however, Clearly different from the rapid development of the retail industry, research of price image management is quite lack in our country. Contrast, foreign-related research for the price image more fully, but lack of empirical research. Because of our unique consumer habits and consumer characteristics, the study of price image management seemed more urgent. The main contents of this study can be divided into five sections:(1) Basic concept. Define the connotation of price image and influencing factors,the consumer price fairness perceptions, consumer behavior intention, consumer characteristics Definition and extension of the status quo and development of retail formats evolution of history, and three for supermarkets, department stores and shopping centers Retailing reasons for conducting research.(2)Model design and testing. According to the theory note, "stimulus- organism- response theory", adaptation theory, the halo effect theory, pointing out that the consumer through the retail store price and non-price information as an external stimulus, then the price of perceived fairness of the judge, thereby affecting consumer behavior intention. Then the paper put forward a series of assumptions proposition.(3) Relevant variables measurement scale designs. In the base of former research, carry out the evaluation and selection of dimensions, forming respective dimension index variable. By Amos confirmatory factor or exploratory factor analysis after the data collected, design price image scale and fair price perception scale, consumer behavior intention scale. Using the single factor analysis of variance.the price difference between the image of three different forms of retail formats for inspection, found that the price of the three dimensions of the image(the image of the price level, the price value of the image, emotional reactions) has no significant difference in three different retail formats, indicating that the image can not be able to determine the price of retail formats depending on the type level.(4) Data analysis and results discussed. Internet questionnaires. Use the model amos17.0 path analysis showed: the price image have a positive impact on price fairness perception, the price fairness perception has a negative impact on consumers behave intention.(5) The consumer characteristics have a moderating effect on the model.According to the consumer’s price sensitivity and information decision mode, the model is analyzed. The results show that the sample group of the low price sensitivity and the system decision-making. The price of the retailer has a significant effect on the price fair perception. This consumer groups of price sensitivity and non systematic decision-making, the price image has a significant impact on consumer perceived justice, consumer perceived fairness has no significant effect on consumer behavior intention.(6) Regulation of consumer characteristics of the model. Using the K-means clustering method, according to the price sensitivity of the sample is divided into different high price sensitivity and price sensitivity is low, according to different decision-making of the sample was divided into systematic and non-systematic decision-making. Through path analysis showed that: low price sensitivity sample groups: the impact of price image on the behavior intention was not significant. Price sensitive sample groups: the price level images have a significant positive impact on the negative sentiment, the price value of the image have a significant negative impact on store choice. Non-systematic decision-making: the price value of the negative image of the negative emotional impact on the value of the image of the price has a significant positive impact on the attitude of the consumer businesses. |
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