【作者】 陈越；

【导师】 吴作民；

【作者基本信息】 南京大学 ， 企业管理， 2015， 硕士

【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。更多还原

【Abstract】 The appearance of private label brand is the outcome of modern retailing industry’s development and transferring of channel power. Private label brand could bring higher profit rate and customer loyalty, and also enhance retailer’s competitive power, so developing private label brand has become a main trend of current retailing industry. When compared with European and American retailing market, private label brand’s market share is relatively low in China. This is due to Chinese retailing industry’s backwardness and also Chinese social and cultural characteristics. Which factor will affect consumer’s buying private label brand and how, it’s a research issue of both academic and practical meaning.On the basis of literature review, the author proposed a research model and relevant hypotheses on how two dimensions of retailer image affect consumer’s perceived value and purchase intention, and consumer’s trust propensity and face consciousness play as moderators in this model. The author adopted mature scales to measure all the variables in the research and design questionnaire. The questionnaires were handed out via online and offline, and finally 187 valid questionnaires were received. Data were analyzed by SPSS and Lisrel to test all hypotheses. The hypotheses testing outcome shows that both retailer’s brand image and store image will positively affect consumer’s perceived value for private label brand, and so as from perceived value to purchase intention. Consumer’s trust propensity will positively affect relationship between brand image and perceived value and face consciousness will negatively affect relationship between perceived value and purchase intention. Based on the research findings the author proposed three marketing suggestions for developing Chinese retailers’private label brand and also future research directions in this area.更多还原