零售商形象与自有品牌购买的关系研究—信任倾向和面子意识的调节作用

发布时间：2018-01-02 09:41

本文关键词：零售商形象与自有品牌购买的关系研究—信任倾向和面子意识的调节作用　出处：《南京大学》2015年硕士论文　论文类型：学位论文

【摘要】：零售商自有品牌是现代零售业兴起和渠道权力转移的产物,自有品牌能为零售商带来更高的利润率、顾客忠诚度并提升竞争力,因此发展自有品牌成为当前零售业的重要趋势。跟欧美市场相比,我国零售市场的自有品牌占有率非常低。这与我国零售业发展水平偏低有关,也与我国社会文化特征相关。哪些因素会影响及以怎样的方式影响自有品牌的购买,这是一个颇具理论和实践意义的研究问题。在文献回顾的基础上笔者构建了零售商形象的两个维度影响自有品牌购买和消费者的信任倾向、面子意识在其中起调节作用的模型,并提出了研究的相关假设。笔者采用成熟量表作为研究所涉变量的测量指标设计出研究问卷,通过线下线上两种渠道进行问卷发放,获得有效样本187份,通过SPSS、Lisrel进行数据分析并得到假设检验结果。研究结果表明零售商的品牌形象和店铺形象都会正向影响消费者的感知价值、进而影响购买意向;消费者的信任倾向正向调节品牌形象和感知价值的关系;消费者的面子意识负向调节感知价值和购买意向的关系。在研究结论的基础上笔者提出了针对我国零售商发展自有品牌的三条营销建议,并对未来自有品牌领域的研究方向进行了展望。
[Abstract]:Retailer's own brand is the product of the rise of modern retail industry and channel power transfer. Private brand can bring higher profit margin, customer loyalty and enhance competitiveness for retailers. Therefore, the development of private brands has become an important trend in the retail industry. Compared with the European and American markets, the share of private brands in the retail market in China is very low, which is related to the low level of retail development in China. Also related to the social and cultural characteristics of our country. What factors will affect the purchase of their own brands and in what way. This is a theoretical and practical research. Based on the literature review, the author constructs two dimensions of retailer image that influence the purchase of private brand and the trust tendency of consumers. Face awareness plays a regulatory role in the model, and put forward the relevant assumptions of the study. The author used maturity scale as a measure of the variables involved in the study to design a questionnaire. Through the offline online two channels for questionnaire distribution, obtained effective samples 187, through the SPSS. Lisrel carries on the data analysis and obtains the hypothetical test result. The research results show that the brand image and the store image of the retailer will positively affect the perceived value of consumers, and then affect the purchase intention; The trust tendency of consumers positively regulates the relationship between brand image and perceived value; Consumers' face awareness negatively regulates the relationship between perceived value and purchase intention. On the basis of the conclusion of the study, the author puts forward three marketing suggestions for the development of Chinese retailers' own brand. At the same time, the future research direction in the field of private brand is prospected.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.32

【相似文献】