本文選題：零售商自有品牌 + 感知質(zhì)量��； 參考：《西南財經(jīng)大學》2008年碩士論文

【摘要】：在全球化的時代背景下,隨著零售商的日益強大和零售行業(yè)競爭的不斷加劇,各大零售商都希望能尋求新的利潤增長點和培育核心競爭力,他們紛紛將目光對準零售業(yè)的“第二利潤源”——自有品牌。自有品牌商品在西方經(jīng)過幾十年的發(fā)展,成為西方零售企業(yè)核心競爭力的重要組成部分,為企業(yè)帶來供應(yīng)鏈結(jié)構(gòu)優(yōu)化、差異化、成本降低等方面的優(yōu)勢,這些優(yōu)勢正是零售企業(yè)核心競爭力的來源。但是,零售商自有品牌在國內(nèi)的發(fā)展并不如在國外勢頭強勁,雖然各大零售商相繼推出了多個品類的自有產(chǎn)品,但消費者對此類產(chǎn)品的購買意愿都不是太強。已有的研究從影響消費者對自有品牌感知質(zhì)量因素的各個方面進行了一系列的研究,但就品牌意識的研究還有待完善。消費者品牌意識究竟與他們對自有品牌的感知質(zhì)量有沒有關(guān)系?有怎么樣的關(guān)系?品牌意識、感知質(zhì)量又是怎樣影響著消費者對自有品牌的購買意愿,從而促使或是阻止他們做出購買決策,這是零售商在發(fā)展自有品牌的過程中必須解決的問題,而這方面的實證研究十分缺乏,正是居于此,本文就消費者品牌意識對零售商自有品牌感知質(zhì)量的影響展開實證研究。 本文首先回顧了零售商自有品牌感知質(zhì)量和消費者品牌意識的相關(guān)研究文獻,從零售商自有品牌的功能和市場定位入手,就影響零售商自有品牌感知質(zhì)量的各種因素進行分析,特別是對目前研究忽略了的消費者品牌意識這一因素進行深入研究,并通過206個有效樣本數(shù)據(jù)實證研究消費者品牌意識、消費者對零售商自有品牌的感知質(zhì)量和他們對零售商自有品牌的購買意向三者之間的關(guān)系。 遵循以上思路,本文分為六個部分: 第一部分為緒論。通過對國內(nèi)零售行業(yè)發(fā)展情況、競爭情況的分析,對國內(nèi)外零售商自有品牌發(fā)展情況的對比指出我國零售企業(yè)實施自有品牌戰(zhàn)略是相當必要的; 第二部分進行文獻探討。對零售商自有品牌感知質(zhì)量的影響因素及消費者品牌意識的研究情況進行綜述,并完善了消費者品牌意識測定量表; 第三部分則根據(jù)文獻回顧和邏輯演繹提出本文的三個研究假設(shè),一是對自有品牌的感知質(zhì)量越高,消費者的自有品牌購買意愿就越強;二是消費者的品牌意識越低,其自有品牌購買意愿越高,三是消費者品牌意識與其對零售商自有品牌的感知質(zhì)量呈負相關(guān); 第四部分主要是數(shù)據(jù)分析。對消費者自有品牌購買意愿進行分組,根據(jù)得分的高低將其分成高、潛在、低自有品牌購買意愿三組,運用T檢驗檢驗高、低兩組之間的區(qū)別;接著用方差分析和多重檢驗對三組之間的區(qū)別進行對照,得出高自有品牌購買意愿者比低購買意愿者感知質(zhì)量高、品牌意識低的結(jié)論;其次,對三者進行相關(guān)分析表明,品牌意識與自有品牌購買意愿呈負相關(guān),感知質(zhì)量與自有品牌購買意愿正相關(guān),而品牌意識與自有品牌感知質(zhì)量負相關(guān); 第五部分,運用AMOS7.0進行結(jié)構(gòu)方程分析,擬合出結(jié)構(gòu)方程模型; 第六部分提出研究結(jié)論,消費者品牌意識對消費者自有品牌購買意愿影響的直接效應(yīng)為-0.21,間接效應(yīng)為-0.16,總效應(yīng)為-0.37,其間接路徑則是通過對自有品牌的感知質(zhì)量的影響來進一步影響購買意愿,消費者自有品牌的感知質(zhì)量對購買意愿的影響只有直接效應(yīng),為0.43。因此,零售商自有品牌銷售初期應(yīng)加強企業(yè)的品牌管理,要慎重選擇作為自有品牌的產(chǎn)品,并且在加強自有品牌質(zhì)量管理的前提下進一步加強對感知質(zhì)量的管理,通過一系列測量與評價程序力求提高消費者對零售商自有品牌的感知質(zhì)量,在此基礎(chǔ)上還要做好全面的營銷推廣工作。
[Abstract]:In the background of globalization , as retailers become more and more powerful and the competition of the retail industry is increasing , each big retailer hopes to find new profit growth points and cultivate the core competitiveness . These advantages are the source of the core competitiveness of the retail enterprises . However , the research on brand awareness is not too strong . However , the research on brand awareness is not too strong .

This paper first reviews the research literatures about the perceived quality of the retailer ' s own brand and the brand awareness of the consumer , analyses the factors that affect the perceived quality of the retailer ' s own brand from the function of the retailer ' s own brand and the market positioning , especially the relationship between the perceived quality of the consumer ' s brand awareness and the consumer ' s perceived quality of the retailer ' s own brand and the purchase intention of the retailer ' s own brand through 206 effective sample data .

Following the above idea , this paper is divided into six parts :

The first part is the introduction . By analyzing the development of domestic retail industry and the analysis of the competition situation , it is necessary to implement its own brand strategy in our country .

In the second part , the article discusses the influence factors of the perceived quality of the retailer ' s own brand and the research situation of the consumer ' s brand awareness , and perfects the consumer brand awareness measurement scale ;

In the third part , according to the literature review and the logic deduction , three research assumptions are put forward . First , the higher the perceived quality of the self - owned brand , the more the consumer ' s own brand purchase will be ; the higher the consumer ' s brand awareness , the higher the willingness of its own brand , and the negative correlation between the consumer brand awareness and the perceived quality of the retailer ' s own brand ;

The fourth part is mainly data analysis . The consumer ' s own brand purchase intention is divided into three groups : high , potential and low self - brand purchase intention . The difference between the three groups is analyzed by means of variance analysis and multiple test . Secondly , the correlation analysis between the three groups shows that the brand awareness is negatively correlated with the willingness of the self - owned brand , and the perceived quality is positively correlated with the purchase intention of the self - owned brand , and the brand awareness is negatively correlated with the perceived quality of its own brand ;

In the fifth part , using AMOS7.0 structural equation analysis , the structural equation model is fitted .

The sixth part puts forward the research conclusion that the direct effect of the consumer ' s brand awareness on the purchase intention of the consumer ' s own brand is - 0.21 , the indirect effect is - 0.16 , the total effect is - 0.37 , the indirect path is only the direct effect on the influence of the perceived quality of the self - owned brand , and the indirect path is 0.43 . Therefore , the retailer ' s own brand sales should strengthen the brand management of the enterprise .

【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F274;F273.2;F224

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本文編號：1840312