自有品牌感知质量对店铺印象的影响研究

发布时间：2018-06-21 00:22

本文选题：自有品牌 + 感知质量　；参考：《吉林大学》2008年硕士论文

【摘要】： 零售商在开发自有品牌商品时,往往以“低质低价”为切入点,通常消费者对自有品牌的看法是低价格、低质量、高风险。为了验证这种感知质量较低的自有品牌商品,是否会影响到消费者对零售店的店铺印象,本研究用实验法进行了探索。本研究在前人研究的基础上,从对自有品牌感知质量与店铺印象的关系的相关文献的整理与归纳入手,以众多学者对店铺印象的维度界定中的共性为出发点,通过逻辑推理得出本研究的假设:自有品牌感知质量的提高可以提升店铺印象,进而通过实验的方式来证明这一假设。本研究以逻辑推理与实验验证相结合的方法,探索自有品牌感知质量会对店铺印象产生的影响,自有品牌感知质量的改变是否会影响到店铺印象发生变化。研究结果表明,自有品牌感知质量对店铺印象有正向影响;随着自有品牌感知质量的提高,消费者对零售店中的产品质量、选择范围、便利性、产品价格等维度的评价也有所提高。
[Abstract]:Retailers often take "low quality and low price" as the starting point when developing their own brand goods, usually consumers view their own brand as low price, low quality and high risk. In order to verify whether the perceived quality of the private brand goods will affect the store impression of the consumer, this study uses the experimental method to explore. On the basis of previous studies, this study begins with the collation and induction of relevant documents on the relationship between the perceived quality of private brands and store impressions, and starts with the commonalities in the definition of the dimensions of store impressions by many scholars. The hypothesis of this study is obtained by logical reasoning: the improvement of perceived quality of private brand can enhance store impression, and then prove this hypothesis through experiment. By combining logical reasoning with experimental verification, this study explores the effect of perceived quality of owner-brand on store impression, and whether the change of perceived quality of owner-brand will affect the change of store impression. The results show that the perceived quality of private brand has a positive effect on store impression, and with the improvement of perceived quality of private brand, consumers have a positive impact on the product quality, selection range and convenience in retail stores. Product price and other dimensions of the evaluation has also improved.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F717

【引证文献】