零售商形象、品类特征与自有品牌购买意愿

摘要/Abstract

摘要：

以往大量文献探讨了商店形象对自有品牌购买意愿的影响,然而少有研究对其它外部线索,特别是品类特征进行探索。基于线索利用理论,从零售商和品类特征两类线索出发,本文构建了零售商形象、品类特征、自有品牌感知质量与购买意愿关系的理论模型,并通过结构方程模型对理论假设进行了实证检验。研究发现,商店形象和自有品牌价格形象正向影响自有品牌购买意愿;品类质量差异和制造复杂程度负向影响自有品牌购买意愿;感知质量在商店形象、自有品牌价格形象和自有品牌购买意愿之间具有部分中介作用,对质量差异、制造复杂程度和购买意愿之间的关系具有完全中介效应;消费者价值意识正向调节感知质量和购买意愿之间的关系。

关键词: 自有品牌, 零售商形象, 品类特征, 感知质量, 购买意愿

Abstract:

Previous literature have discussed extensively the effect of store image on purchase intention of store brand. However, few researches explore other external cues, especially category cues. Based on the cue utilization theory, this study explores the effect of store image, SB price-image, quality variation, level of complexity on perceived quality and purchase intention from the perspective of retailer and category cues. Structural equation modeling is used to test the research hypothesis. Our results show that store image and SB priceimage influence positively SB purchase intention; quality variation and level of complexity influence negatively SB purchase intention; perceived quality has completely mediating effect on the relationship between store image and SB purchase intention, as well as the relationship between SB price-image and SB purchase intention; perceive quality plays a partial mediating effect on the relationship between quality variation and SB purchase intention, as well as the relationship between level of complexity and SB purchase intention. Consumer's value consciousness moderates the relationship between perceived quality and SB purchase intention.

Key words: store brand, retailer image, category characteristic, perceived quality, purchase intention

单娟, 范小军. 零售商形象、品类特征与自有品牌购买意愿[J]. , 2016, 28(5): 85-95.

Shan Juan, Fan Xiaojun. Retailer Image, Category Characteristic and Purchase Intention of Store Brand[J]. , 2016, 28(5): 85-95.

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