店铺形象对自有品牌感知与购买意向的影响研究

8(285)20078财经问题研究ResearchonFinancialandEconomicIssuesNumber8(GeneralSerialNo285)August,2007店铺形象对自有品牌感知与购买意向的影响研究汪旭晖(,116025):近年来,零售企业自有品牌发展非常迅猛,开发自有品牌可以获得更大利润的观点已被越来越多的零售企业所接受但是自有品牌开发成功与否,依赖于消费者的认可鉴于自有品牌形象往往与零售企业声誉和形象密切相关的特性,从零售店铺形象角度来研究消费者对自有品牌的评价具有重要的理论价值和现实意义本文通过实证研究检验了店铺形象不同维度对顾客自有品牌感知质量和自有品牌感知情感的影响,以及自有品牌感知质量和感知情感对自有品牌购买意向的作用效果,为零售企业通过店铺形象的优化来提升自有品牌形象提供了思路:店铺形象;自有品牌;感知;购买意向:F713:A:1000176X(2007)08007707(PrivateBrand),[1],,2090,,JCPenney40%,55%,Target,80%[2]KrishnanandSoni,,[3],,,,[4],,,,,,,,,,,,,,SprotandShimp(2004),,,,,,[5],,,,:20070615:(1976-),,,,,[6],,,1,,,[7-8]Richardson[9],,15%!37%,,,SinhaandBatra(!)[10]Garretson,[11]Semeijn,,,,[12]Guerrero,,,[13],,[14]2Martineau,,,[15],Lindquist,9:;[16]DoyleandFenwick,,;[17]BloemeranddeRuyter,;[18]Chowdhury,,[19],3,RaoandMonroe(1989),Grewal[20]Birtwistle[21],,VahieandPaswan(2006);,20(),,,4SpearsandSingh(2004)78财经问题研究2007年第8期总第285期();BouLlusar(2001),;TaylorandBaker(1994)FinandSuh[22],VahieandPaswan(2006),1BloemeranddeRuyter(1998)Chowdhury(1998),,:,,,,,,,,Keller[23],,[24-25],,:H1-1;H1-2;H1-3;H1-4;H1-5;H1-6;H2-1;H2-2;H2-3;H2-4;H2-5;H2-62,,∀#,,,:H3;H4,11,,Chowdhury[19]79店铺形象对自有品牌感知与购买意向的影响研究1,GaskiandEtzel[26],Grewal[20],,7,7(Likert),,,,,,,600,558,93%2,1,Cronbach07,08,1()093081084083079()071080082!:,,LISREL85,2,,07,t,p0001,t10992470,,(2),2/df204,;RMSEA0053,005;GFIAGFI08,PGFI07;NFINNFIPNFICFIIFI80财经问题研究2007年第8期总第285期2t08322300842325083228308120920802001079184308120440832155071164407717930791818076180507216710751711080201307216570781811083214906112310571156068154905610990761809086242508120250872470086235808724510822116100!2=7986df=391RMSEA=0053GFI=083AGFI=082PGFI=072NFI=092NNFI=095PNFI=083CFI=095IFI=09533PH1-1∃0200000H1-2∃0000620H1-3∃0260000H1-4∃0370000H1-5∃0020331H1-6∃0000910H2-1∃0190000H2-2∃0230000H2-3∃0300000H2-4∃0320000H2-5∃0140000H2-6∃0110000H3∃0420000H4∃0290000,3(P005),,,,3,3H1-2,H1-5,H1-681店铺形象对自有品牌感知与购买意向的影响研究11(p0001),,011!042,,037,,026020,,,032,,030023,,0190140110420291,:(1),,(037)(032);2,(030)(026),,,,,,,,,,,;,,,(2),,(014011),,(3),(042029),,,,,2,,,,,,,82财经问题研究2007年第8期总第285期:[1]PB[J],2003,(2)[2]Steiner,RLTheNatureandBenefitsofNationalBrand/PrivateLabelCompetition[J]ReviewofIndustrialOrganization,2004,24(2):105-127[3]Krishnan,TVandSon,iHGuaranteedProfitMargins:ADemonstrationofRetailerPower[J]InternationalJournalofResearchinMarketing,1997,14(1):35-56[4]Ailawad,iKL,Harlam,BAnEmpiricalAnalysisoftheDeterminantsofRetailMargins:TheRoleofStoreBrandShare[J]JournalofMarketing,2004,68(1):147-165[5]SprotDEandShimp,TAUsingProductSamplingtoAugmentthePerceivedqualityofStoreBrands[J]JournalofRetailing,2004,80(4):305-315[6],[J],2003,(4)[7]Scattone,JFactorsInfluencingConsumerPerceptions,AttitudesandConsiderationofSBs[A]In:BarbaraBSternandGeorgeMZinkhan(Editors)AMASummerMarketingEducatorsConferenceProceedings[C]AmericanMarketingAssociation,Chicago,IL,1995[8]BushmanBJWhatsinaName?TheModeratingRoleofPublicSelfconsciousnessontheRelationbetweenBrandLabelandBrandPreference[J]JournalofAppliedPsychology,1993,78(5):857-861[9]Richardson,P,Dick,A,Jain,AExtrinsicandIntrinsicCueEffectsonPerceptionsofStoreBrandQuality[J]JournalofMarketing,1994,58(4):28-36[10]Sinha,IandBatra,RTheEffectofConsumerPriceConsciousnessonPrivateLabelPurchase[J]InternationalJournalofResearchinMarketing,1999,16(3):237-252[11]Garretson,J,Fisher,D,Burton,SAntecedentsofPrivateLabelAttitudeandNationalBrandPromotionAttitude:SimilaritiesandDifferences[J]JournalofRetailing,2002,78(2):91-99[12]Sullivan,MWMeasuringImageSpilloversinUmbrellaBrandedProducts[J]JournalofBusiness,1990,63(1):309-330[13]Guerrero,L,Colomer,Y,Guardia,MD,Xicola,J,Clotet,RConsumerAttitudetowardsStoreBrands[J]FoodQualityandPreference,2000,(11):387-395[14]Vahie,AandPaswan,APrivateLabelBrandImage:ItsRelationshipwithStoreImageandNationalBrand[J]InternationalJournalofRetail&DistributionManagement,2006,34(1):67-84[15]MartineauPThePersonalityoftheRetailStore[J]HarvardBusinessReview,1958,36(1):47-55[16]Lindquist,JDMeaningofImage!ASurveyofEmpiricalandHypotheticalEvidence[J]JournalofRetailing,1974/1975,50(4):29-38[17]Doyle,PandFenwick,IShoppingHabitsinGroceryChains[J]JournalofRetailing,1974,50(4):39-52[18]Bloemer,J,deRuyter,KOntheRelationshipbetweenStoreImage,StoreSatisfactionandStoreLoyalty[J]EuropeanJournalofMarketing,1998,32(5/6):499-513[19]Chowdhury,J,Reardon,J,Srivastava,RAlternativeModesofMeasuringStoreImage:AnEmpiricalAssessmentofStructuredversusUnstructuredMeasures[J]JournalofMarketingTheoryandPractice,1998,6(2):72-87[20]Birtwistle,G,Clarke,IandFreathy,PStoreImageintheUKFashionSector:ConsumerversusRetailerPerceptions[J]TheInternationalReviewofRetai,lDistributionandConsumerResearch,1999,9(1):1-16[21]Grewa,lD,Krishnan,R,Baker,J,Borin,NTheEffectofStoreName,BrandNameandPriceDiscountsonConsumersEvaluationsandPurchaseIntentions[J]JournalofRetailing,1998,74(3):331-352[22]Fin,BandSuhYIntegratingEffectofConsumerPerceptionFactorsinPredictingPrivateBrandPurchaseinaKoreanDiscountStoreContext[J]JournalofConsumerMarketing,2005,22(2):62-71[23]Keller,KLConceptualizing,