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首页> 外文期刊>Journal of retailing and consumer services >Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands
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Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands

机译:零售商意识,零售商协会,零售商感知质量和零售商忠诚与购买意愿之间的联系:对印度食品零售品牌的研究

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摘要

The present study was an effort to explore the direct and indirect impacts (mediated through retailer loyalty) of retailer awareness, retailer association and retailer perceived quality on purchase intention. Seven hypotheses were developed with relevant literature support. The hypotheses were tested with primary data (n = 355) collected through structured questionnaire using systematic sampling from food retail shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Structural equation modeling statistical technique was used to test the hypotheses. Results revealed that retailer awareness, retailer association, retailer perceived quality and retailer loyalty have positive impacts on purchase intention. Results also found that the indirect impacts (mediated though retailer loyalty) of retailer awareness, retailer association and retailer perceived quality on purchase intention are stronger than the direct ones. Academic and managerial implications are further discussed.
机译:本研究旨在探索零售商意识,零售商协会和零售商对购买意愿的感知质量的直接和间接影响(通过零售商忠诚度介导)。在相关文献的支持下,提出了七个假设。假设是通过结构化问卷收集的主要数据(n = 355)进行检验的,方法是从印度大城市加尔各答(Kolkata)的18岁及18岁以上食品零售商店进行系统抽样,采用结构化问卷调查方法。使用结构方程模型统计技术来检验假设。结果显示,零售商意识,零售商协会,零售商感知质量和零售商忠诚度对购买意愿有积极影响。结果还发现,零售商意识,零售商协会和零售商感知质量对购买意愿的间接影响(通过零售商忠诚度介导)比直接影响更大。学术和管理的影响将进一步讨论。

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