感知质量和感知风险对自有品牌购买意向的影响

The Impact of the Perceived Quality and Risk on the Willingness to Buy of OBM Products

在中国,品牌名称和价格能够影响消费者对于自有品牌的感知质量和感知风险,进而影响其购买意向,其中品牌名称的影响要大于价格的影响。零售商在市场策略上,应该更加注重品牌建设,以提高消费者的购买欲望,而不是单纯依靠低价竞争。但是,价格和品牌名称只是最重要的外部因素,未来的研究可以综合考虑更多的外部因素。

In China,the name and price of a brand can impose influence on consumers＇ perceived quality and risk of OBM products and their willingness to buy.And the name of brand will play a more important role in determining the purchasing process of consumers;the retailers should lay particular stress on the market strategy of OBM products and not solely depend on low price in building their own brand.The perceived quality and risk can play a sound intermediate role.