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首页> 外文期刊>Journal of retailing and consumer services >Store flyer design and the intentions to visit the store and buy: The moderating role of perceived variety and perceived store image
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Store flyer design and the intentions to visit the store and buy: The moderating role of perceived variety and perceived store image

机译：商店传单的设计以及访问商店和购买的意图：感知多样性和感知商店形象的调节作用

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Store flyers are still one of the most important marketing communication tools used by retailers to promote new products, announce new stores, and communicate special offers. Considering the important budget share of store flyers as a promotional tool in retailing, retailers and academics want to understand how their design influences consumers' behavior and retailers' performance. This study investigated the influence of store flyer design on the intentions to visit the store and buy. We also investigated the intention to buy a store brand and how the consumer's perceived variety of the retailer's assortment and perceived store image moderate such decisions. A fictitious flyer including real national brands and a fictitious store brand was created for a fictitious supermarket. Our methods included a half-factorial laboratory experiment and the analysis of moderator variables. The results suggest that shorter flyers (containing eight pages) have the strongest impact on the evaluated consumer's decisions. Store perceived variety and perceived image positively affected the relationship between flyer design and the dependent variables.
机译：商店传单仍然是零售商用来促销新产品，宣布新商店以及传达特别优惠的最重要的营销交流工具之一。考虑到商店传单的重要预算份额是零售中的促销工具，零售商和学者希望了解其设计如何影响消费者的行为和零售商的绩效。这项研究调查了商店传单设计对访问商店和购买意图的影响。我们还研究了购买商店品牌的意图，以及消费者对零售商分类的感知多样性和感知的商店形象如何影响此类决策。为一家虚拟超市创建了一个包含真实民族品牌和虚拟商店品牌的虚拟传单。我们的方法包括半因素实验室实验和主持人变量分析。结果表明，较短的传单（包含八页）对被评估的消费者的决定产生最大的影响。商店感知的多样性和感知的图像积极影响传单设计与因变量之间的关系。

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