零售商自有品牌购买意愿影响因素研究

近年来,全球零售商均大力发展自有品牌。然而,我国的自有品牌尚处在发展培育阶段,市场占有率仍然偏低。据此,本文从消费者的角度来探讨价格意识、品牌熟悉度、感知风险以及感知质量是否会对购买意愿产生影响。实证结果表明:价格意识、熟悉度、感知风险和感知质量都对购买意愿具有显著影响。本文也验证了感知质量的中介作用,其中感知质量部分中介熟悉度、感知风险与购买意愿的关系,完全中介价格意识与购买意愿的关系。本文还提出,自有品牌要加強与消费者的沟通来改变消费者对自有品牌的质量以及形象认知,同时增强品牌熟悉度。

Over the past decade, retailers all around the world have been engaging in the active promotion of store brands. However, local store brands in China are still in the development stage, and the market share is still low.This article analyze whether price consciousness, brand familiarity, perceived risk and perceived quality influence purchase proneness in the perspec- tive of customers. The empirical results show that these factors have significant effects on purchase proneness. Our study also proved that perceived quality partially mediate brand familiarity and perceived risk＇s effects on purchase proneness, and completely mediate price eonsciousness＇s effect on purchase proneness. It is advised that store brand should strength- en communication with customers to improve their cognition of quality and image and enhance familiarity.