店铺形象影响零售商权益过程中自有品牌感知质量的调节作用  

The Moderating Role of Store Brands'Perceived Quality on Relation of Store Image to Retailer Equity

作　　者：吴锦峰[1] 胥朝阳[1] 

机构地区：[1]武汉科技学院经济管理学院,武汉430073

出　　处：《管理评论》2010年第8期68-75,56,共9页Management Review

基　　金：国家自然科学基金项目(70772116)

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。为了揭示这两种营销刺激感知对零售商权益的重要性,本文以店铺形象为前置变量、自有品牌感知质量为调节变量来考察他们对零售商权益各维度的作用效果。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。本文根据这些发现提出了相应的营销建议,并给出了本研究的局限和未来研究方向。The accumulation and increment of retailer equity is very important for retailers to succeed in Chinese market.However,it depends not only on store image,which is the source of primary associations,but also on the source of secondary associations like perceived quality of store brand.To examine the functions of these market stimuli on retailer equity,this article takes store image and perceived quality of store brand as antecedent and moderator of retailer equity dimensions respectively.The results indicate that store image positively affects four dimensions of retailer equity,and perceived quality of store brand imposes a moderating role to effective results from store image.According to the findings,the authors give some managerial suggestions.Some limitations and future research are also discussed finally.

关 键 词：消费者行为 综合超市 店铺形象 自有品牌 感知质量 零售商权益 

分 类 号：F274[经济管理—企业管理] F224[经济管理—国民经济]