Influence of store image on purchase intention: The moderating role of trust and perceived risk

Nowadays، customers’ subjective image of products and services is one of the important issue in consumer behavior. Retailers as one of the products’ suppliers is Offering variety of product to their customers. Therefore، trying to attract customers is one of the critical concerns of any retail store. The previous research was demonstrated that customers’ trust and perceived risk effect on relationship between store image and purchase intention. This research was carried out to investigate the influence of store image on purchase intention to emphasis on the moderating role of trust and perceived risk from September to February، 2013. Based on the literature review، considered five store image attribute dimensions، including merchandise، promotion، facilities، service and store atmosphere. Statistical population of this research includes available customers in Yazd refah stores. Required data were collected through questionnaire and analyzed using SPSS and Smart PLS software. In this research was used simple sampling plan، then 250 questionnaires were distributed among the members of the sample and 211 valid questionnaires were returned and analyzed. The findings of the analysis indicate that customers’ trust effect on purchase intention more than perceived risk. Also، store’ Products effect on trust، customers’ perceived risk and their purchase intention more than other store image attribute dimensions.