Abstract The image of a retail cluster may influence, or be transferred to, the image of individual stores within the cluster, which may be explained within the framework of shopping risk theory. A 2×2 experiment was conducted with cluster image and store type as.independent variables and store image and shopping risk as dependent variables., A sample of 89 undergraduates was divided at random into four treatment conditions. The findings suggest that the risk perception has different roles in the image transfer process. It is a moderator variable in department store image transference, but a mediator variable in specialty stores image transference.
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Received: 27 September 2010
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Corresponding Authors:
Xiao-Min ZHAO
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