基于山东半岛零售业自有品牌消费者行为意向的实证研究

摘要

With the rapid growth of retail trading and the increasing competition among retail enterprises, developing Private Brands has become an important issue for retail enterprises to gain a competitive advantage. To study the consumer behaviors of private brands has an important and practical significance. This article explores brand recognition, perceived image, perceived quality, perceived price, price consciousness, promotional incentive and price consciousness and their influence on the consumer behavioral intention of private brands. At the same time we verify the model by a questionnaire survey, expecting to provide basis and reference on marketing strategy for the development of retail enterprises and the promotion of private brands.%当前我国零售业快速发展,零售企业间的竞争日趋激烈,发展自有品牌成为零售企业获取竞争优势的重要途径,对自有品牌的消费行为进行研究具有重要的现实意义。本文在总结国内外研究的基础上,从品牌认可、感知形象、感知质量、感知价格、价格意识及促销刺激六个方面探究其对自有品牌消费者行为意向的影响,并通过问卷调查对模型进行验证,以期为零售企业开发和推广自有品牌提供营销策略上的依据和借鉴。