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822620108JOURNALOFBUSINESSECONOMICSNo.8Vol.226Aug.2010:2010-06-23:(09JDSM22YB);985(2008-2011/10):(1976-),,,,,;(1954-),,,,,,1,2,1(1.,130012;2.,116000):SERVQUAL,SERVQUAL,SERVQUAL,,EFACFA,,,,,:;;;SERVQUAL:F710:A:10002154(2010)08001308,,,,,,Parasuraman,ZeithamlBerry(1988)[1]SERVQUAL,,,SERVQUAL,,:,;,(),(Martineau,1958)[2]47(Kunkel&Berry,1968)[3]21,(Arons,1961;Dichter,1985;Hirschman,1981)[4-6],,(Keaveney&Hunt,1992)[7]1:1,,:(),,,(Martineau,1958)[2]48,,(Kunkel,Berry,1968)[3]23Oxenfeldt(1974)[8]8Lindquist(1974/1975)[9]29,,:(Marks,1976)[10]Jamesetal.(1976)[11],:As=ni=1WiBi(1)As;Wii;Bii;nWi,Oxenfeldt(1974)[8]10,,,,,(),,,()22,SERVQUAL(Parasuraman,BerryZeithaml,1988)[12],:(1),,,;(2),;(3),;(4),,,;(5),,,,,,,Dabholkar(1996)[13]14,,5,,(2)4120102(Dabholkar,ThorpeandRentz,1996)[13]16,:(1),;(2)Dabholkar(1996),,,()(ZimmerandGolden,1988;Lindquist,1974;,2006)[9]29[14-15],,,11/Martineau(1958)Bell(1999)Oxenfeldt(1976)(2006)Arons(1961)Kunkel&Berry(1968)Lindquist(1974-1975)Bell(1999)(2006)Pessemier(1980)James(1995)Martineau(1958)()(2006)Martineau(1958)Thang&Tan(2003)Arons(1961)Thang&Tan(2003)Mazursky&Jacoby(1986),:,Thang&Tan(2003)[16],,,,Lindquist(1974-1975),,,,,(2006),,,,,,Dabholkar(1996),,518,:,:,,,,;,;,()2????()?()??,,,,,,18,20,(2),:()SERVQUAL22(3)Dabholkar(1996),6,:;;;;;[13]133SERVQUAL1.2.3.,4.5.(,),6.(:)7.8.,9.()10.11.,12.13.14.15.16.17.18.19.20.21.,22.,,,8,:(1);(2);(3);(4);(5);(6);(7)();(8)(),36Likert(1,5),,,612010(),,400,396,99%,381,92.21%:435.9%,62.4%,1.7%2538.1%,253952.5%,40595.5%,602.2%,2.2%200052.5%,2000400033.7%,400060006.1%,60004.4%,3.3%5.5%,49.7%,29.3%,0.6%,2.8%(),191,,36,5:110:1,23,Cronbachps0.872,KMO0.821,BartlettSig.=0.0000.01),MSA0.5,8,64.992%,(varimax)5:5%1Q26:Q27:Q28:Q29:Q31:Q37:0.6800.7470.7840.7410.6610.5533.65115.6762Q8:Q15:Q16:0.6480.7120.7702.02424.6743Q11:Q12:Q22:0.7830.6500.4651.70932.1054Q4:Q14:Q30:0.5620.7420.6611.62939.1895Q1:Q2:0.7900.8411.56345.9856Q17:Q34:0.7660.7131.50852.5437Q32:Q33:0.8310.5891.43758.7928Q5:,Q7:0.8000.5391.42664.992864.992%718,:(),16CFA8,,16,,85,661X1Q26,Q274.43610.52860X2Q28,Q29,Q31,Q374.43610.464622X3Q83.73890.88035X4Q15,Q163.71940.724983X5Q5,Q7,Q11,Q12,Q22,Q324.02940.39020X6Q4,Q14,Q30,Q334.00370.482774X7Q14.71670.54183X8Q24.63890.546845X9Q174.51670.61157X10Q344.44440.61836,10(7)7CFA2df2/dfPRMSEANFINNFICFIGFIAGFIPGFIIFI24.2657211.15550.28040.02950.94540.98250.99180.97420.93240.37200.9923()8Cronbachps10.84120.63630.62840.63850.6211.,5Cronbachps0.872,,8,0.621-0.841,,2.,,,,,t0.45,P0.01;0.50-0.95,0.45,:1,;0.5,(FornellLarcher,1981)[18],1;0.5,812010SERVQUAL,,SERVQUAL228,:(1);(2);(3);(4),;(5)(:);(6);(7);(8)99,,,:,,,,,,,,,,,,,,,;,;,,:[1]PARASURAMANA,ZEITHAMLVA,BERRYLL.Servqual:AMultiple2ItemScaleforMeasuringConsumerPerceptionsofServiceQuality[J].JournalofRetailing,1988,64(1):12-40.[2]MARTINEAUP.ThePersonalityoftheRetailStore[J].HarvardBusinessReview,1958,36(1):47-55.[3]KUNKELJ,BERRYL.ABehaviouralConceptionofRetailImage[J].JournalofMarketing,1968,32(10):21-27.[4]ARONSL.DoesTelevisionViewingInfluenceStoreImageandShoppingFrequency[J].JournalofRetailing,1961,37(3):1-13.918,:[5]DICHTERERNEST.WhatpsInAnImage[J].TheJournalofConsumerMarketing,1985(4):75-81.[6]HIRSCHMANE.RetailResearchandTheory[M]//EnisBM,RoeringKJ.ReviewofMarketing.Chicago,IL:AmericanMarketingAssociation,1981:112-115.[7]KEAVENEYSM,HUNTKA.ConceptualizationandOperationalizationofRetailStoreImage:ACaseofRivalMiddle2LevelTheories[J].JournaloftheAcademyofMarketingScience,1992,20(2):165-175.[8]OXENFELDTALFREDR.DevelopingaFavorablePrice2QualityImage[J].JournalofRetailing,1974,50(4):8-14.[9]LINDQUISTJD.MeaningofImage[J].JournalofRetailing,1974-1975,50(4):29-38.[10]MARKSRB.OperationalizingtheConceptofStoreImage[J].JournalofRetailing,1976,52(3):37-46.[11]JAMESDL,DURANDRM,DREVESR.TheUseofaMulti2AttributeAttitudeModelinaStoreImageStudy[J].JournalofRetailing,1976,52(2):23-34.[12]PARASURAMANA,BERRYLL,ZEITHAMLVA.RefinementandReassessmentoftheSERVQUALScale[J].JournalofRetailing,1991,67(4):420-450.[13]DABHOLKARPA,THORPEDI,RENTZJO.AMeasureofServiceQualityforRetailStores:ScaleDevelopmentandValidation[J].JournaloftheAcademyofMarketingScience,1996,24(1):3-16.[14]ZIMMERMR,GOLDENLL.ImpressionsofRetailingStores:AContentAnalysisofConsumerImages[J].JournalofRetailing,1988,64(3):265-293.[15].[J].,2006(4):114-123.[16]THANGDL,TANBLB.LinkingConsumerPerceptiontoPreferenceofRetailStores:AnEmpiricalAssessmentoftheMulti2AttributesofStoreImage[J].JournalofRetailingandConsumerServices,2003(10):193-200.[17]MAZURSKYD,JACOBYJ.ExploringtheDevelopmentofStoreImages[J].JournalofRetailing,1986,62(2):145-165.[18]FORNELLC,LARCKERDF.EvaluationStructuralEquationModelsWithUnobservableVariablesandMeasurementError[J].JournalofMarketingResearch,1981,18(1):39-50.ResearchontheMeasurementofServiceElementintheDepartmentStoreImageHOUMin1,2,WUXiao2ding1(1.BusinessSchool,JilinUniversity,Changchun130012,China;2.ManagementSchool,DalianPolytechnicUniversity,Dalian116000,China)Abstract:Measurementofserviceelementsisthekeyfortheresearchofretailingstoreimageintheservice2intensiveretailingfor