摘要
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。
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.
出处
《统计与信息论坛》
CSSCI
2012年第9期100-105,共6页
Journal of Statistics and Information
基金
山东省社会科学规划研究项目青年项目<山东省农村劳动力转移的人力资本投资研究>(11DJJJ15)
山东大学自主创新基金<我国农村剩余劳动力转移的人力资本投资体系构建研究>(2011SHYQ006)
关键词
自有品牌
购买意愿
忠诚度
山东省零售企业
private brand
purchase intention
loyalty
retail enterprises in Shandong province
