店铺形象、自有品牌感知质量对零售商权益的影响研究

发布时间：2018-03-30 13:15

本文选题：消费者行为　切入点：综合超市　出处：《华中科技大学》2009年博士论文

【摘要】： 零售商权益的积累和增值已成为零售商在中国市场成功的关键，它能为零售商带来多方面的利益，如利用零售品牌的影响推出自有品牌商品(PLB)，通过和竞争对手有效区隔提高收入和盈利能力。零售商权益不仅取决于店铺形象这样的初级联想来源，还取决于类似于自有品牌感知质量这样的次级联想来源，然而文献中对零售商权益的研究均未涉及以店铺形象、自有品牌感知质量为影响因素的实证。本文旨在研究店铺形象、自有品牌感知质量对零售商权益的影响。研究工作集中在以下四个方面： (1)构建店铺形象对零售商权益影响的概念模型，并通过实证研究，验证了店铺形象各维度对整体零售商权益的直接影响。通过实证数据分析发现，九个店铺形象维度中，有六个维度对零售商权益有显著的影响，良好的店铺形象能构筑并提升零售商权益；购物便利是影响零售商权益的最重要维度，其次是商店声誉，再次为人员服务、价格感知、商店设施、购物环境，而店内商品、广告促销和售后服务对零售商权益的影响不显著。因此，大型综合超市应以优势店铺形象维度为基础建立“核心价值取向”；应利用精细化管理改善店铺形象各个有影响力的维度，强化零售商在吸引消费者方面的品牌效应。 (2)我们将概念模型中的零售商权益拆分为商店知识和零售商忠诚两个构件，通过实证研究揭示了6个有显著影响的店铺形象维度对零售商权益维度的影响路径，并验证了零售商权益各维度之间的层次关系。研究发现，零售商认知、零售商联想和零售商感知质量都与零售商忠诚正相关，这证实了零售商权益维度之间存在层次关系的假设，同时也支持了零售商忠诚与零售商权益在内涵上最接近这一推断；便利性、商店声誉、商店设施、感知价格、人员服务、购物环境通过商店知识对零售商忠诚施加积极的影响；有显著影响的店铺形象维度数量和各店铺形象维度的影响力排序在零售商权益各维度存在差异。因此，利用店铺形象维度对零售商认知、零售商联想、零售商感知质量的影响提升零售商忠诚，应是大型综合超市构筑零售商权益的主要途径；在选择零售商权益的不同维度进行改进时，零售商在店铺形象方面应有不同的关注点。 (3)通过在店铺形象对零售商权益影响的概念模型中引入另一个零售商权益影响变量-自有品牌感知质量，探讨品牌延伸策略对店铺形象影响效果的调节作用。实证分析的结果表明，店铺形象对零售商认知、零售商联想、零售商感知质量和零售商忠诚都有积极显著的影响，自有品牌感知质量对店铺形象的影响效果确实存在积极的调节作用。因此，零售商不仅应注重店铺形象的塑造，还应结合自有品牌感知质量发挥店铺形象的影响效果，并利用店铺形象战略指导自有品牌感知质量的管理。 (4)对内外资企业进行了比较分析，对缩小内外资企业差距提出了建议。内资超市在店铺形象维度、自有品牌感知质量和零售商权益各方面的表现都落后于外资超市。在店铺形象方面，内资超市应发挥本土优势、向外资超市学习，，并获得政府政策扶持；在自有品牌方面，内资企业应扬长避短，实施“精品战略”。
[Abstract]:Retailer equity accumulation and value has become the key to success in the market China retailer, it can bring many benefits for retailers, such as the influence of retail brand to launch its own brand of goods (PLB), by segment and competitors effectively increase revenue and profitability. Retailer equity depends not only on the primary Lenovo store image the source, the source of secondary associations similar to this also depends on the perceived quality of private brand, however, the literature research on retailer equity were not involved in the store image, perceived quality of private brand for the factors affected.
The purpose of this study is to study the store image and the impact of the perceived quality of its own brand on the rights and interests of the retailer. The research work is focused on the following four aspects:
(1) develop a conceptual model of store image on retailer equity, and through empirical research, verified the direct influence on the overall dimensions of store image of retailer equity. Through empirical data analysis found that nine dimensions of store image, there are six dimensions have significant influence on the rights and interests of retailers, good store image build and increase retailer equity; shopping convenience is the most important dimension influencing retailer equity, then store reputation, once again for personnel services, price perception, shop facilities, shopping environment, and store merchandise, promotional advertising and customer service service influence on retailer equity is not significant. Therefore, supermarkets should take advantage of the store image the dimension for the establishment of "core value" basis; should improve the store image all influential using fine management dimensions, strengthen the retailers to attract consumers. Brand effect.
(2) we will split the retailer equity in the conceptual model to store knowledge and retailer loyalty two components, through empirical research reveals the path 6 has significant effect on the dimensions of store image influence on retailer equity dimensions, and verify the relationship between levels of retailer equity dimensions. The study found that retailers cognition, Retailers Association and retailer perceived quality and retailer loyalty are positively related, which confirms the existence of relationship between the level of retailer equity dimensions hypothesis, but also support the retailer loyalty and retailer equity in the connotation of the closest this inference; convenience, store reputation, shop facilities, perceived price, service and shopping environment to exert positive influence on retailer loyalty through knowledge store; store image dimensions and the number of sort of store image dimensions influence have a significant impact on retailers right There are benefits of each dimension difference. Therefore, the dimensions of store image on Retailer awareness, Retailers Association, retailer perceived quality affect retailer loyalty, should be the main way to build a large-scale comprehensive supermarket retailer equity; improved selection in different dimensions of retailer equity, retailers in the image of the shop should have different concerns.
(3) the introduction of another retailer equity variables - perceived quality of private brand influence in the conceptual model of store image on retailer equity, adjust the effect of brand extension strategy and effect on store image. The results of empirical analysis show that the store image on the retailer's cognition, retailers and Retailers Association, retailer perceived quality loyalty has a positive significant effect, the effect of perceived quality of private brand influence of the store image does exist a positive regulatory role. Therefore, retailers should not only pay attention to shaping the image of the shop, should also be combined with the effect of perceived quality of private brand play store image and store image and use the strategy of perceived quality of private brand management.
(4) for domestic and foreign enterprises are analyzed, and puts forward suggestions on narrowing the gap between domestic and foreign-funded enterprises. The domestic supermarket in the dimensions of store image, the perceived quality of private brand and retailer equity lagged foreign supermarkets. In the image of the shop, the domestic supermarket should play local advantages, learn from foreign supermarkets, and government policy support; in terms of their own brands, domestic enterprises should make the implementation of quality strategy.

【学位授予单位】：华中科技大学
【学位级别】：博士
【学位授予年份】：2009
【分类号】：F721

【引证文献】