零售商自有品牌与消费者购买意愿因素研究——以山东省零售企业为例

当前中国零售业快速发展,发展自有品牌成为零售商获取竞争优势的重要途径.在总结国内外有关研究的基础上,从感知价值、感知质量、感知价格、感知风险、店铺形象、品牌形象以及品牌知名度七个维度探究其对自有品牌消费者购买意愿和忠诚度影响,并通过对山东省零售企业问卷调查实证分析对模型进行验证,为本土零售商开发和推广自有品牌提供营销策略上的依据和借鉴.

Research on Factors of Willingness to Buy Own-brand of Retailers and Consumer:The Retail Trade of Shandong Province

The current rapid development of China’s retail industry,the development of private brand retailers become an important way to obtain a competitive advantage,so private brand consumer behavior research has important practical significance.This paper summarizes research on the basis of domestic and foreign,from the perceived value,perceived quality,perceived price,perceived risk,store image,brand image and brand awareness of their own to explore the seven dimensions of brand influence consumer purchase intention,and through surveys in retail enterprises in Shandong province to verify the model,with a view to local retailers to develop and promote its own brand to provide a basis for marketing strategy.