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Mechanism of impacts of store image dimensions on customer's cross-buying intentions

This paper examines the impacts of the dimensions of the store image on the customer's perceived value and cross-buying intention. By analyzing 653 samples collected in 17 retail outlets belonging to the department stores, supermarkets and shopping centers of retail formats taken as the research object, the key findings are: (a) every dimension of the store image have positive impact on the customer's perceived value; (b) customer's perceived value has positive impact on cross-buying intention; (c) commodity image, convenience image, and reputation image have positive effects on cross-buying intention, but the effects of the other dimensions of store image on cross-buying are not notable; (d)customer's perceived value has no mediating role between the dimensions of store image and cross-buying; (e)there is the moderating effect of retail formats on the relationship between store image dimensions and perceived value, but there exists such effects between the supermarket and shopping center.