商店形象对自有品牌信任及购买意愿影响的实证研究

The Empirical Research on the Influence of Store Image on Private Brand Trust and Purchase Intention

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。

For retail enterprises, retailers＇ private brand is an important way to strength the competitive advantage and a new source to make profits. However, in our country, the lack of consumers＇ understanding of private brand hinders their trust and purchase intention in the private brand. Meanwhile retailers have a very limited understanding of the fact that some factors such as the image of stores will affect private brand trust and purchase intention. Domestic specialists do not conduct an indepth study of the relationship between store image and private brand trust and purchase intention, which directly constraints the development of retailer private brand. On the basis of a systematical carding in domestic and foreign-related research literature and depth interviews on the experts from retail industry and consumers who are familiar with private brand, this article construct a model about the impact of store image on private brand trust and purchase intention. Through questionnaires released at shopping malls and by internet and empirical tests conducted by a variety of methods, the conclusions become clear that the functional image of store has significantly positive effects on the emotional image of store, store image may have indirect effects on brand trust and brand intention through perceived risk, the functional image of store may have direct effects on brand trust and brand intention, perceived quality differences can regulate the relationship between perceived risk and brand trust, and individuals＇ special tendency of perceived trust cannot regulate the relationship between perceived risk and brand trust. Accordingly, this article puts forward corresponding countermeasures together with the practical problems in the development of the retailers＇ private brand in our country.