商店形象对自有品牌信任及购买意愿影响的实证研究

发布时间：2019-04-01 19:07

【摘要】：零售商自有品牌是零售企业增强竞争优势的重要途径,是零售企业新的利润源泉。然而在我国,消费者对自有品牌的不了解阻碍了其对自有品牌的信任程度及购买意愿,零售商对商店形象等重要因素影响自有品牌信任及购买意愿的理解非常有限。国内对商店形象与自有品牌信任及购买意愿的关系没有进行深入探讨。这些直接制约了我国零售商自有品牌的发展。在系统梳理国内外相关研究文献和对零售行业专家和熟悉自有品牌的消费者进行深度访谈的基础上,构建了商店形象对自有品牌信任及购买意愿的影响模型,通过商场拦截和因特网访谈的形式发放问卷,运用多种方法进行实证检验。研究结果发现:商店功能形象对商店情感形象有显著的正向影响;商店形象可通过感知风险间接影响品牌信任,从而影响购买意愿;商店功能形象可直接影响品牌信任,从而影响购买意愿;感知质量差异可调节感知风险与品牌信任的关系;个人特殊信任倾向不能调节感知风险与品牌信任的关系。据此,结合我国零售商自有品牌发展的实际问题,本文提出了相应的对策性建议。
[Abstract]:Retailers own brand is an important way for retail enterprises to enhance their competitive advantage, and it is also a new source of profit for retail enterprises. However, in our country, consumers' lack of understanding of their own brand hinders their confidence in their own brand and their willingness to buy. Retailers' understanding of store image and other important factors affect their brand trust and purchase intention is very limited. There is no in-depth discussion on the relationship between store image and self-owned brand trust and purchase intention in China. These directly restrict the development of self-owned brands of retailers in China. On the basis of systematically combing the relevant research literature at home and abroad and conducting in-depth interviews with retail industry experts and consumers familiar with their own brands, this paper constructs a model of the influence of store image on the trust and purchase intention of their own brands. Through the form of market interception and Internet interviews to issue questionnaires, using a variety of methods for empirical testing. The results show that: the functional image of the store has a significant positive effect on the emotional image of the store, and the image of the store can indirectly affect the brand trust through perceived risk, thereby affecting the purchase intention; Store functional image can directly affect brand trust and purchase intention; perceived quality difference can regulate the relationship between perceived risk and brand trust; personal special trust tendency can not regulate the relationship between perceived risk and brand trust. On the basis of this, this paper puts forward some countermeasures according to the actual problems of the development of retailers' own brands in our country.
【作者单位】：湖南大学工商管理学院;
【基金】：国家社会科学基金项目(04BJY033)资助
【分类号】：F721

【相似文献】