零售商自有品牌与消费者购买意愿因素研究——以山东省零售企业为例  

Research on Factors of Willingness to Buy Own-brand of Retailers and Consumer:The Retail Trade of Shandong Province

作　　者：李元勋[1] 刘文[1] 

机构地区：[1]山东大学劳动经济与人力资源研究中心,山东威海264209

出　　处：《统计与信息论坛》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)

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.

关 键 词：自有品牌 购买意愿 忠诚度 山东省零售企业 

分 类 号：F224[经济管理—国民经济]