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| MODEL CONSTRUCTION ON SHOPPING CHOICE BEHAVIOR INFLUENCE FACTORS IN PRIVATE SUPERMARKET: A CASE STUDY OF FUZHOU |
| TANG De-hao1, LIN Lan2 |
1. School of Geographic and Oceanographic Sciences, Nangjing University, Nangjing 210093, China;
2. College of Geographical Science/Tourism Research Institute, Fujian Normal University, Fuzhou 350007, China |
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Abstract Foreign supermarkets such as Carrefour and Wall-Mart,and state-owned supermarkets such as Hualian and Shiji Hualian together with private supermarkets such as Yong-Hui and Suguo constituted the three basic supermarket patterns in China.Fuzhou as a comparatively developed coastal city,its residents have a considerably strong consuming ability.Compared to other large state-owned supermarkets or foreign ones,Yong-Hui private supermarket enjoys a promising development in Fuzhou.Up to the end of 2010,there were 53 Yong-Hui supermarkets in business,and it became an important choice for residents in Fuzhou City.This paper has established a measurement scale relationship between influencing factors of community residents' shopping behavior and the results of choice behavior,then using structure equation analysis software for data analysis,take Fuzhou Yong-Hui private supermarket as an example.The study showed:1)AMOS structure equation model is a scientific new method to quantitative correlation degree of different choice behavior influencing factors;2) The case study indicated that there are multiple influence factors effect on the results of residents' shopping choice behavior in Fuzhou city;3) The goods guarantee become an important part of private supermarket management;4) The main restricting factors of shopping behavior is traffic condition;5) Network,media and friends' recommend are main source of information.
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Received: 08 February 2012
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2013, Vol. 28 
