Retailer Image, Category Characteristic and Purchase Intention of Store Brand

Abstract

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

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

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