零售商自有品牌购买意愿影响因素研究

发布时间：2018-04-15 23:39

本文选题：自有品牌 + 购买意愿　；参考：《企业经济》2016年04期

【摘要】：近年来,全球零售商均大力发展自有品牌。然而,我国的自有品牌尚处在发展培育阶段,市场占有率仍然偏低。据此,本文从消费者的角度来探讨价格意识、品牌熟悉度、感知风险以及感知质量是否会对购买意愿产生影响。实证结果表明:价格意识、熟悉度、感知风险和感知质量都对购买意愿具有显著影响。本文也验证了感知质量的中介作用,其中感知质量部分中介熟悉度、感知风险与购买意愿的关系,完全中介价格意识与购买意愿的关系。本文还提出,自有品牌要加_7与消费者的沟通来改变消费者对自有品牌的质量以及形象认知,同时增强品牌熟悉度。
[Abstract]:In recent years, global retailers are vigorously developing their own brands.However, our own-owned brand is still in the development stage, market share is still low.From the perspective of consumers, this paper discusses whether price awareness, brand familiarity, perceived risk and perceived quality will have an impact on purchase intention.The empirical results show that price awareness, familiarity, perceived risk and perceived quality all have significant effects on purchase intention.This paper also verifies the intermediary role of perceived quality, in which the perceived quality is part of the intermediary familiarity, the relationship between perceived risk and purchase intention, and the relationship between complete intermediary price awareness and purchase intention.This paper also suggests that the communication between private brand and consumers should be added to change the quality and image cognition of private brand and to enhance brand familiarity at the same time.
【作者单位】：南京理工大学经济管理学院;
【基金】：国家自然科学基金项目“技术惯域对企业持续创新的作用机制及转换模式研究”(项目编号:71272164)
【分类号】：F713.32;F713.55

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