In recent years, the emergence of retailers such as mobile commerce has resulted in fierce competition in the retail market. This study has three objectives. First, it develops store personality scales for a department store, hypermarket, and mobile commerce. Second, it investigates the relationship between store loyalty and store personality. Third, it compares different store personalities of a department store, hypermarket, and mobile commerce. The relationship between store loyalty and store personalities depend on sophistication (department store), excitement (hypermarket), and competence (mobile commerce). These findings might help retailers establish effective communication strategies in competitive differentiation.

中文翻译：

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百货商店，大卖场和移动商务之间商店个性的类型间差异

近年来，诸如移动商务之类的零售商的出现导致了零售市场上的激烈竞争。这项研究有三个目标。首先，它为百货商店，大型超市和移动商务开发商店个性量表。其次，研究了商店忠诚度与商店个性之间的关系。第三，它比较了百货商店，大卖场和移动商务的不同商店个性。商店忠诚度和商店个性之间的关系取决于复杂程度（部门商店），兴奋程度（大卖场）和能力（移动商务）。这些发现可能有助于零售商建立有效的竞争差异化沟通策略。