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面对被联营模式盘剥的利润,中国零售商的自有品牌之路亟待快马加鞭。全球市场调查机构尼尔森日前发布的报告显示,亚洲零售商的自有品牌在现代经销渠道中的销售占比不到8%。这一比例虽然与欧美发达市场差距甚远,但依然高于中国自有品牌的份额。本文实证分析了消费者心理特征、自有品牌产品属性、零售商形象、信息价值影响力、制造商影响力五个潜变量对于自有品牌产品购买意愿的影响,检验了自有品牌产品可感知质量作为中介变量的调节作用。通过实证研究发现:对自有品牌购买意愿起决定性影响作用的是消费者对于自有品牌的可感知质量;自有品牌产品属性变量需要通过可感知质量这个中介变量间接对自有品牌购买意愿产生正向影响;制造商影响力对于自有品牌购买意愿产生负向影响;消费者的品牌意识对于自有品牌产品购买意愿并没有直接作用,但通过与制造商影响力之间的高度相关关系间接影响购买意愿。
The face of the partnership model exploits profits, the Chinese retailer’s own brand of the road need to be quick. A recent report by Nielsen, the global market research firm, shows that private retailers in Asia make up less than 8% of their sales in modern distribution channels. Although this proportion is far from developed markets in Europe and the United States, it is still higher than the share of China’s own brand. This paper empirically analyzes the influence of five latent variables such as consumer psychology characteristics, attributes of own brand products, retailers ’image, influence of information value and manufacturers’ influence on purchase intention of own brand products, and tests the perceived The mediation of quality as a mediator variable. Through empirical research, it is found that the decisive influence on the purchase intention of private brand is the perceived quality of consumer’s own brand; the attribute variable of private brand product needs to indirectly generate the purchase intention of private brand through the intermediary variable of perceived quality Positive influence; the influence of manufacturer has a negative impact on the willingness to buy own-brand; the consumer’s brand awareness has no direct effect on the willingness to buy own-brand products, but indirectly through the high correlation with manufacturer’s influence Affect purchase intention.