ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 The International Athletic Wear Market. 1
1.1.2 The Asian Athletic Wear Market. 3
1.1.3 The Taiwanese Athletic Wear Market. 3
1.2 Research Motivation. 4
1.3 Purpose and Scope of Study. 4
1.4 Structure of the Research. 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 Introduction. 7
2.2 Stimulus-Organism-Response Model. 7
2.2.1 Model Beginnings. 7
2.2.2 Stimulus-Organism-Response Model. 8
2.3 Store Image as the Organism Construct. 10
2.3.1 Store Image Defined. 10
2.3.2 Store Image Formation. 10
2.3.3 Store Image Importance. 10
2.4 Store Image Variables as the Stimulus Construct. 11
2.4.1 Background Research on Store Image Variables. 11
2.4.2 Store Image Variable Selection. 16
2.5 Perceived Product Quality as the Response Construct. 18
2.5.1 Definitions of Product Quality. 18
2.5.2 Formation of Product Quality Perceptions. 21
2.5.3 Elements of Perceived Product Quality. 22
2.6 Construct Relationships and Hypothesis Formation. 23
2.6.1 The Relationship between Merchandise and Store Image. 23
2.6.2 The Relationship between Store Atmosphere and Store Image. 23
2.6.3 The Relationship between Promotion and Store Image. 24
2.6.4 The Relationship between Service and Store Image. 24
2.6.5 The Relationship between Store Image and Perceived Product Quality. 26
2.6.6 Store Image as a Mediator. 26
2.6.7 The Relationship between Store Types and Model Constructs. 26
2.7 Summary of Hypotheses. 27
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 28
3.1 Research Design. 28
3.2 Research Variables. 29
3.2.1 Variables of Store Image Variable. 29
3.2.2 Store Image Variable. 30
3.2.3 Perceived Product Quality Variable. 31
3.2.4 Store Type Variable. 31
3.3 Questionnaire Design. 33
3.4 Sampling Design. 34
3.5 Pretest. 34
CHAPTER FOUR RESEARCH RESULTS 38
4.1 Analysis of Descriptive Statistics. 39
4.1.1 Demographic Analysis. 39
4.1.2 Measurement of Results for the Items. 40
4.1.3 Discriminate Validity. 42
4.2 Factor Analysis Results. 43
4.2.1 Confirmatory Factor Analysis. 43
4.2.2 Construct Reliability using CFA. 44
4.3 Hypothesis Testing. 46
4.3.1 Structural Equation Modeling. 46
4.3.2 Mediation. 51
4.3.3 SEM by Store Type Groups. 51
4.3.4 Analysis of Variance (ANOVA) Test. 54
4.3.5 Descriptive Statistics by Store Type. 56
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 59
5.1 Discussion of Research Findings. 59
5.2 Managerial Implications. 61
5.3 Academic Contributions. 63
5.4 Limitations of this Study. 64
5.5 Suggestions for Future Research. 66
REFERENCES 67
APPENDICES 70
Appendix A: Pre-Test Questionnaire – English Version 70
Appendix B: Formal Questionnaire – English Version 77
Appendix C: Formal Questionnaire – Chinese Version 85
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