The effect of store image and perceived risk on purchase center in Iran intention in Kian Hypermarket Kafashpoor Azara, Borhani Masoud Monazzamib,*, Nekahi Mohamad Alib, Khalili Marziehc aAssociate Professor, Department of Business Management, Ferdowsi University of Mashhad, Mashhad, Iran bMA in Executive Administration, Ferdowsi University of Mashhad, Mashhad, Iran cDepartment of Commercial Management, Centeral Tehran Branch, Islamic Azad University, Tehran, Iran *Corresponding Author
Online published on 16 February, 2015. Abstract With technological advances in the areas of production and distribution of goods and also variety of customer tastes is created strong competition almost chain stores to attract customers and increase their loyalty. Since studies have demonstrated that customer store image perception is very effective to buy from the store and when consumers are going to buy, they have a positive obligation and encouraged to towards actual purchase behavior. The present study was aimed to develop a model to explain the effect of store image perception on purchase intention with mediating factor of perceived risk. This study is categorized as an applied, descriptive and correlational survey aiming to state variables and their interrelationships. Population of this research is consumers of goods and services of Kian Hypermarket in Mashhad. For this purpose was used the random sampling and sample size calculations with unknown community were distributed 200 questionnaires. To investigate the relationships between variables, was used structural equation model and SPSS ver.22 software. Results showed that image perception has direct and positive impact on purchase intention and it has a direct and negative impact on perceived risk and perceived risk has direct and negative impact on purchase intention and finally store image perception doesn't have indirect and positive impact through the perceived risk on purchase intention. Top Keywords Store image perception, Purchase intention, Perceived risk. Top |