Scrutinizing Shopper and Retailer Perception on Shopping Destination Image

Year 2018, Volume: 6 Issue: 2, 169 - 187, 13.12.2018

Dwi Suhartanto Carol Yirong Lu Ananda Sabil Hussein Brendan T. Chen

https://doi.org/10.30519/ahtr.444449

Abstract

This paper examines the shopping
destination image model incorporating three image dimensions, cognitive,
affective, and conative, with regards to shoppers and frontline retail
employees. The results verify the relevance of the shopping destination image
model to shopper and retail employee sample. The cognitive image and affective
image components are important drivers of conative with respect to both
shoppers and retail employees. Furthermore, this study shows that the
differences between shoppers and retail employees on the associations among the
image dimensions are insignificant. The conceptual and managerial implications
of these findings are reviewed.

Keywords

shopping destination image, shopper, employee, cognitive image, affective image

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