消费者品牌意识与零售商自有品牌感知质量和购买意愿的关系研究

发布时间：2018-05-03 22:14

本文选题：零售商自有品牌 + 感知质量　；参考：《西南财经大学》2008年硕士论文

【摘要】：在全球化的时代背景下,随着零售商的日益强大和零售行业竞争的不断加剧,各大零售商都希望能寻求新的利润增长点和培育核心竞争力,他们纷纷将目光对准零售业的“第二利润源”——自有品牌。自有品牌商品在西方经过几十年的发展,成为西方零售企业核心竞争力的重要组成部分,为企业带来供应链结构优化、差异化、成本降低等方面的优势,这些优势正是零售企业核心竞争力的来源。但是,零售商自有品牌在国内的发展并不如在国外势头强劲,虽然各大零售商相继推出了多个品类的自有产品,但消费者对此类产品的购买意愿都不是太强。已有的研究从影响消费者对自有品牌感知质量因素的各个方面进行了一系列的研究,但就品牌意识的研究还有待完善。消费者品牌意识究竟与他们对自有品牌的感知质量有没有关系?有怎么样的关系?品牌意识、感知质量又是怎样影响着消费者对自有品牌的购买意愿,从而促使或是阻止他们做出购买决策,这是零售商在发展自有品牌的过程中必须解决的问题,而这方面的实证研究十分缺乏,正是居于此,本文就消费者品牌意识对零售商自有品牌感知质量的影响展开实证研究。本文首先回顾了零售商自有品牌感知质量和消费者品牌意识的相关研究文献,从零售商自有品牌的功能和市场定位入手,就影响零售商自有品牌感知质量的各种因素进行分析,特别是对目前研究忽略了的消费者品牌意识这一因素进行深入研究,并通过206个有效样本数据实证研究消费者品牌意识、消费者对零售商自有品牌的感知质量和他们对零售商自有品牌的购买意向三者之间的关系。遵循以上思路,本文分为六个部分: 第一部分为绪论。通过对国内零售行业发展情况、竞争情况的分析,对国内外零售商自有品牌发展情况的对比指出我国零售企业实施自有品牌战略是相当必要的; 第二部分进行文献探讨。对零售商自有品牌感知质量的影响因素及消费者品牌意识的研究情况进行综述,并完善了消费者品牌意识测定量表; 第三部分则根据文献回顾和逻辑演绎提出本文的三个研究假设,一是对自有品牌的感知质量越高,消费者的自有品牌购买意愿就越强;二是消费者的品牌意识越低,其自有品牌购买意愿越高,三是消费者品牌意识与其对零售商自有品牌的感知质量呈负相关; 第四部分主要是数据分析。对消费者自有品牌购买意愿进行分组,根据得分的高低将其分成高、潜在、低自有品牌购买意愿三组,运用T检验检验高、低两组之间的区别;接着用方差分析和多重检验对三组之间的区别进行对照,得出高自有品牌购买意愿者比低购买意愿者感知质量高、品牌意识低的结论;其次,对三者进行相关分析表明,品牌意识与自有品牌购买意愿呈负相关,感知质量与自有品牌购买意愿正相关,而品牌意识与自有品牌感知质量负相关; 第五部分,运用AMOS7.0进行结构方程分析,拟合出结构方程模型; 第六部分提出研究结论,消费者品牌意识对消费者自有品牌购买意愿影响的直接效应为-0.21,间接效应为-0.16,总效应为-0.37,其间接路径则是通过对自有品牌的感知质量的影响来进一步影响购买意愿,消费者自有品牌的感知质量对购买意愿的影响只有直接效应,为0.43。因此,零售商自有品牌销售初期应加强企业的品牌管理,要慎重选择作为自有品牌的产品,并且在加强自有品牌质量管理的前提下进一步加强对感知质量的管理,通过一系列测量与评价程序力求提高消费者对零售商自有品牌的感知质量,在此基础上还要做好全面的营销推广工作。
[Abstract]:In the background of globalization , as retailers become more and more powerful and the competition of the retail industry is increasing , each big retailer hopes to find new profit growth points and cultivate the core competitiveness . These advantages are the source of the core competitiveness of the retail enterprises . However , the research on brand awareness is not too strong . However , the research on brand awareness is not too strong .

This paper first reviews the research literatures about the perceived quality of the retailer ' s own brand and the brand awareness of the consumer , analyses the factors that affect the perceived quality of the retailer ' s own brand from the function of the retailer ' s own brand and the market positioning , especially the relationship between the perceived quality of the consumer ' s brand awareness and the consumer ' s perceived quality of the retailer ' s own brand and the purchase intention of the retailer ' s own brand through 206 effective sample data .

Following the above idea , this paper is divided into six parts :

The first part is the introduction . By analyzing the development of domestic retail industry and the analysis of the competition situation , it is necessary to implement its own brand strategy in our country .

In the second part , the article discusses the influence factors of the perceived quality of the retailer ' s own brand and the research situation of the consumer ' s brand awareness , and perfects the consumer brand awareness measurement scale ;

In the third part , according to the literature review and the logic deduction , three research assumptions are put forward . First , the higher the perceived quality of the self - owned brand , the more the consumer ' s own brand purchase will be ; the higher the consumer ' s brand awareness , the higher the willingness of its own brand , and the negative correlation between the consumer brand awareness and the perceived quality of the retailer ' s own brand ;

The fourth part is mainly data analysis . The consumer ' s own brand purchase intention is divided into three groups : high , potential and low self - brand purchase intention . The difference between the three groups is analyzed by means of variance analysis and multiple test . Secondly , the correlation analysis between the three groups shows that the brand awareness is negatively correlated with the willingness of the self - owned brand , and the perceived quality is positively correlated with the purchase intention of the self - owned brand , and the brand awareness is negatively correlated with the perceived quality of its own brand ;

In the fifth part , using AMOS7.0 structural equation analysis , the structural equation model is fitted .

The sixth part puts forward the research conclusion that the direct effect of the consumer ' s brand awareness on the purchase intention of the consumer ' s own brand is - 0.21 , the indirect effect is - 0.16 , the total effect is - 0.37 , the indirect path is only the direct effect on the influence of the perceived quality of the self - owned brand , and the indirect path is 0.43 . Therefore , the retailer ' s own brand sales should strengthen the brand management of the enterprise .

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F273.2;F224

【参考文献】