商店情感、面子意识与零售商自有品牌购买意愿的关系研究  

The Relationship Among Customer-Retailer Affection,Mianzi Consciousness and Purchase Intention of Retailer's Store Brand

作　　者：杨德锋[1,2] 李清[1] 赵平[3] 卫海英[1] 

机构地区：[1]暨南大学管理学院 [2]清华大学经济管理学院 [3]清华大学经济管理学院市场营销系

出　　处：《财贸经济》2012年第8期97-104,共8页Finance & Trade Economics

基　　金：国家自然科学基金重点项目(编号:70632003);国家自然科学基金项目(编号:71072126;71102009;71002015);教育部人文社会科学研究项目(编号:09YJC630100;10YJA630183);广东高校优秀青年创新人才培育项目(编号:wym09051);暨南大学人文社会科学“宁静致远”工程项目(编号:12JNYH005)的资助

摘　　要：本文将消费者与商店之间的情感关系定义为消费者的商店情感,并将其引入到自有品牌感知价值和购买意愿的研究之中。在将自有品牌的感知价值分为金钱节省价值和质量价值后,本文探讨商店情感和自有品牌购买程度对感知价值的影响,以及消费者的面子意识对上述影响关系中的调节作用。通过实证研究发现,商店情感和自有品牌购买程度均对金钱节省价值和质量价值有正面作用,面子意识负向调节质量价值对自有品牌购买意愿的影响,但是面子意识在金钱节省价值对自有品牌购买意愿的影响关系中缺乏调节作用。This paper defines the affection relationship between consumers and retailer store, and uses the terra ＂customer-retailer affection＂ to refer to the affectionate bonds. And this paper brings the term of customer-retailer affection to the study about perceived value and purchase intention of store brand. By dividing perceived value into two dimensions： perceived value of money and quality value, this paper explores the effect of customer-retailer affection and the purchase degree for store brands on perceived value, and the moderating effect of consumers＇ mianzi consciousness on the above relationships. The empirical results show that both customer- retailer affection and the purchase degree for store brands have positive effect on perceived value and mianzi consciousness plays a negative moderating role on the relationship between quality value and purchase intention, while mianzi consciousness does not significantly moderate the effect of perceived value of monev on nurchase intention.

关 键 词：零售商自有品牌 商店情感 面子意识 金钱节省价值 质量价值 

分 类 号：F274[经济管理—企业管理] F721[经济管理—国民经济] F224