商店忠诚、自有品牌态度及其购买意向的关系研究——消费者交易倾向和产品社会可见性的调节作用  

The Relationship among Store Loyalty,Private Brand Attitude and the Purchase Intention The Moderating Roles of Consumers' Deal Proneness and Social Visibility of Products

作　　者：杨德锋[1,2] 李清[1] 卫海英[1] 赵平[2] 

机构地区：[1]暨南大学管理学院,广东广州510632 [2]清华大学经济管理学院,北京100084

出　　处：《商业经济与管理》2012年第10期61-70,共10页Journal of Business Economics

基　　金：国家自然科学基金重点项目"中国品牌成长与创新研究"(70632003);国家自然科学基金项目"互动行为对服务品牌资产的影响"(71072126);"公司品牌对产品评价的作用机制及影响边界研究"(71002015)和"体验分享对品牌至爱的影响机制"(71102009);教育部人文社会科学研究项目"零售商自有品牌购买行为与商店忠诚倒U型关系的形成原因"(09YJC630100);广东高校优秀青年创新人才培育项目"轻度;中度和重度自有品牌购买行为的形成机理和影响研究"(wym09051)

摘　　要：文章探讨商店忠诚、自有品牌知识对自有品牌态度的影响,以及自有品牌态度对购买意向的影响,并考察消费者交易倾向和产品社会可见性对上述关系的调节作用。研究发现,自有品牌知识和商店忠诚对自有品牌态度都有正面作用,交易倾向正向调节自有品牌知识对自有品牌态度的影响,负向调节商店忠诚对自有品牌态度的影响;自有品牌态度对自有品牌购买意向有正面作用,产品的社会可见性负向调节这种影响作用,质量易评估性的调节作用缺乏显著性。This article examines the effects of store loyalty and private label knowledge on private brand attitude and explores the effect of private brand attitude on the purchase intention of private labels.It also examines the moderating effects of the consumer's deal proneness and social visibility of products on the above relationships.The results show that store loyalty and private label knowledge both have positive effects on the private brand attitude.The results also reveal that deal proneness plays a positive moderating role in the relationship between private label knowledge and private brand attitude.But it plays a negative moderating role in the relationship between store loyalty and private brand attitude.Private brand attitude has a positive effect on the intention of purchasing private labels and the effect is negatively moderated by social visibility of products,but without clear impact from the easy quality evaluation.

关 键 词：自有品牌 自有品牌态度 商店忠诚 交易倾向 社会可见性 

分 类 号：F713.50[经济管理—市场营销]