零售商自有品牌购买意愿影响因素研究

近年来,全球零售商均大力发展自有品牌。然而,我国的自有品牌尚处在发展培育阶段,市场占有率仍然偏低。据此,本文从消费者的角度来探讨价格意识、品牌熟悉度、感知风险以及感知质量是否会对购买意愿产生影响。实证结果表明:价格意识、熟悉度、感知风险和感知质量都对购买意愿具有显著影响。本文也验证了感知质量的中介作用,其中感知质量部分中介熟悉度、感知风险与购买意愿的关系,完全中介价格意识与购买意愿的关系。本文还提出,自有品牌要加強与消费者的沟通来改变消费者对自有品牌的质量以及形象认知,同时增强品牌熟悉度。     

我国百货企业自有品牌影响因素分析——基于消费者购买意愿

面对来自外商和国内同行的激烈竞争,一些百货企业开始尝试推出自有品牌。消费者的认可和购买是自有品牌成功的前提。实证研究表明:产品复杂度、百货商场内部环境和服务质量是影响消费者对自有品牌商品购买意愿最显著的因素。百货企业开发自有品牌商品应注意:谨慎选择自有品牌代工制造商;选择合理的商品和定位;注重连锁百货自身的优化。     

浅析大型超市的卖场布局和商品陈列设计科学化——以福建某大型本土超市为例

在现代大型超市运营中,合理的商场布局及商品陈列能够有效地提高消费者的购买意愿,提高零售业绩,文中试以福建某大型本土超市为例,论述超市商品科学化陈列的重要性,分析大型超市合理安排商场布局,科学设计商品陈列的方式方法。     

利益感知对消费者绿色品牌购买意向影响——自我概念清晰性的调节作用

本文基于所构建的利益感知对消费者绿色品牌购买意向影响的概念模型和提出的相关假设,运用结构方程模型和多层回归等方法实证分析发现:功能性利益感知和情感性利益感知对绿色品牌购买意向有显著正向影响,享乐性利益感知的影响不显著,且三者均对消费者幸福感有显著正向影响;幸福感仅在功能性利益感知和情感性利益感知对绿色品牌购买意向的影响中发挥部分中介作用;自我概念清晰性正向调节享乐性利益中尝新利益感知对消费者幸福感的影响。据此提出,企业应在提高绿色品牌环保功效的同时,注重保障绿色品牌产品品质;应重视以消费者幸福感提升为导向的绿色品牌利益创造;应根据不同消费者自我概念认知程度细分绿色品牌市场,采取差异化的绿色品牌创新性信息传播策略。     

多渠道环境下网络再购买意向影响因素研究

消费者再购买行为是网络商家的利润保障,而研究网络再购买意向可以很好的帮助预测网络再购买行为。文章综合了以往对网络再购买意向影响因素的研究,提出网络再购买意向是网络购买意向、网络购物经验和感知转换成本三个方面综合作用的结果,并在整合技术接受模型和计划行为理论的基础上,构建了网络再购买意向的概念模型。     

虚拟品牌社群社会资本能影响消费者溢价购买行为吗？

重庆市委党校(重庆行政学院);中央党校(国家行政学院);摘要本文以虚拟品牌社群社会资本为研究对象,考察其与消费者溢价购买行为之间的关联性及其影响路径。构建了消费者溢价购买行为与虚拟品牌社群社会资本各维度的影响假设模型,并讨论了各维度之间的中介效应。研究发现:消费者信息价值感知通过社会资本各维度影响溢价购买行为,消费者社会价值感知通过结构性维度和认知性维度影响溢价购买行为,社会价值感知在关系性维度上对消费者溢价购买行为不具有显著影响。研究还发现了消费者对大宗耐用消费品与低价快速消费品在溢价购买行为中的差异规律。研究建议:大宗耐用消费品的企业需要在品牌社群运营中引导成员开展"体验性知识"的分享;企业在虚拟品牌社群运营中需要改善社会价值感知;企业应聚焦虚拟品牌社群的社会资本培育,获取溢价定价权,从而提升企业利润。     

品牌个性吸引力研究

大量文献研究表明,产品具有良好的品牌个性大有裨益,比如能强化消费者的品牌态度和购买意向,促成更高水平的消费者信任和忠诚。然而现有的研究尚未充分评估品牌个性对消费者产生的吸引力。而正是这种吸引力能够影响目标消费者的购买决策。本文为评估消费者对品牌个性吸引力感知进行了概念化,提出了品牌个性吸引力的三个维度。     

基于消费者购买心理的大型超市卖场布局和商品陈列研究——以重庆永辉超市为例

对大型超市而言,卖场布局和商品陈列是提升商品销量的一个重要因素,是一种无声的推销方式,科学合理的卖场布局和商品陈列才能实现企业利润的最大化。本文以重庆永辉超市西城天街店为例,根据消费者购买心理分析,论述卖场布局和商品陈列的重要性,提出大型超市合理安排卖场布局,科学设计商品陈列的方式方法。     

大型零售企业自有品牌价格策略研究

自有品牌在中国市场诞生具有客观必然性,自有品牌已经成为企业新的利润来源,零售商自有品牌有其独特优势,零售业实施自有品牌战略过程中,自有品牌的选择及价格策略至关重要,本文将俘虏定价策略运用于自有品牌。另外,在操作过程中也会出现一些具体问题,还需引起零售业的高度重视。     

物美自有品牌营销策略分析——以HITENA服饰为例

零售商经营自有品牌商品有利于获得价格优势,形成经营特色,提高顾客忠诚度,因此,零售商经营自有品牌商品成为近年来引人关注的一种商业现象。但很多零售商由于缺乏科学的品牌规划和整体全面的营销策略,一直无法真正创建出消费者喜爱、熟知的品牌,自有品牌的发展也停滞不前,无法获取预期利润。本文针对物美华东公司杭州下沙卖场,以其服饰自有品牌HITENA为例进行分析,提出了较为可行的营销策略,以期提高其自有品牌的市场占有率和品牌影响力。     

电子商务平台顾客感知价值对购买行为及企业未来销售的影响

在全球经济一体化深入发展的今天,电子商务凭借其不受地域和时间限制、运行成本低、效率高、交易快捷方便等特点,越来越受到企业和个人的青睐。电子商务企业要想在日渐激烈的竞争中获得更多的利益,必须分析顾客的价值需求,通过及时响应顾客需求,影响顾客购买行为,维系与顾客的关系,进而培养顾客忠诚。本文旨在电子商务的环境下,研究顾客感知价值对购买意向及企业未来销售的影响。首先,通过文献研究提出研究假设;其次,利用带有"时间窗"的固定样本数据采集技术以及三阶段最小二乘法对调查数据进行收集和分析;再次,进行假设检验;最后,研究结果发现感知价值的几个维度即社会价值、功能价值、情感价值和程序价值均对购买意向产生正向的影响,并且,购买意向对企业未来的销售有积极的正向的影响,同时过去的销售额对未来的销售额有很好的预测作用。     

Managing green brand equity: the perspective of perceived risk theory

This paper applies perceived risk theory to explore the relationships among green perceived quality, green brand awareness, green perceived risk, and green brand equity. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. The empirical results show that green perceived quality and green brand awareness would positively affect green brand equity. Furthermore, this study demonstrates that green perceived risk which is negatively influenced by green perceived quality and green brand awareness would negatively affect green brand equity. The positive relationships between green brand equity and its two antecedents—green perceived quality and green brand awareness—are partially mediated by green perceived risk. Hence, investing resources in the increase of green perceived quality and green brand awareness and the decrease of green perceived risk is helpful to enhance green brand equity.     

Evaluations of branding alliances between non‐profit and commercial brand partners: the transfer of affect

• There is growing interest in the trend towards co‐branding alliances between non‐profit and commercial entities,which are undertaken by these organisations to transfer associations and affect between each brand partner. Certainly, it makes sense that commercial entities want to gain more from their brands and that non‐profits want secured funding, however, in the same way that the joining of two brands can be beneficial, it can also bring with it major risks when the brand alliance is not well received and evaluations of the alliance are not favourable.
• This research supports the notion that both commercial entities and non‐profit organisations can benefit from a branding alliance, however, an understanding of how these brand alliances are evaluated is important. This research investigates evaluations of brand alliances and the resulting spillover effects for original brand partners that result from brand alliances.
• This research provides empirical support relating to reactions to brand alliances between a non‐profit organisation and a commercial business in terms of how original brand attitudes, familiarity of original brands and perceived brand fit impact on evaluations. While collaboration is important and has potential benefits for each partner—they rest on partner selection and fit between alliance partners. Managerial implications and future research directions are also provided.

Copyright © 2006 John Wiley & Sons, Ltd.     

Research continuum on consumer education and brand knowledge: A critical analysis

Consumer education and brand knowledge have emerged as the dynamic tool in the complex marketplace today that actively stimulate the cognitive behavior of consumers toward developing purchase intentions and buying decisions. The general objective of this study is to critically review the previous studies on the role of brand literacy, transfer and perceptions of knowledge, purchase intention, shopping ambiance and customer satisfaction, and illustrate the consumer decision making process induced by the above factors. The literature review reveals that brand education plays significant role as a driver of decision making among consumers, which not only empowers consumers in developing perceptions on the brand but also helps the companies on brand co-designing and knowledge dissemination process. Consumer literacy and brand knowledge helps the consumers in assessing the brand value, competitive advantage, and operational efficiency of the brand toward building purchase intentions. The effects of the increasing levels of customer expertise in the marketplace today is seen as the outcome of consumer education and perceived brand knowledge.     

消费者国货意识对国外品牌产品购买意向的影响机制——兼论消费者—品牌情感的调节效应

文章基于消费者—品牌情感的新视角细致考察了消费者国货意识不同维度与外国产品品牌购买意向之间的内在机制.通过对418个有效样本的实证分析发现:其一,消费者国货意识对外国品牌产品购买意向具有显著的负向影响,而基于危机感的国货意识比基于自豪感的国货意识具有更强的负向影响;其二,消费者—品牌情感的两个不同维度对消费者国货意识与外国品牌产品购买意向之间的关系具有显著的调节作用,且不同维度对两者关系的调节方向恰好相反.该研究结论为现存研究争议提出了一种消费者—品牌情感视角下的理论辩护.最后,文章基于研究结论提出了企业进行国际营销时的管理建议.     

品牌来源国(地区)形象与产品属性对品牌态度及购买意愿的影响

全球化营销过程中,来源国(地区)效应受到学术界的重视。本文在验证品牌来源国(地区)效应的基础上,特别探索产品属性与品牌来源国(地区)形象对品牌态度及购买意愿的影响。研究发现,品牌来源国(地区)形象与产品属性对消费者品牌态度及购买意愿有积极影响,且产品属性能调节品牌来源国(地区)形象对消费者品牌态度的影响。本研究结果推进了品牌来源国(地区)效应的研究,同时具有重要的营销实践意义。     

Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products

In recent years there is a trend of consuming natural products for a sustainable and healthier life. Therefore, firms began aligning their strategy with sustainability by communication strategies that they produce natural products, which are better for health as well as the environmental sustainability. However, sometimes these claims may be deceptive. The purpose of this paper is to understand the consumers' purchasing intentions toward products claiming naturalness in their advertising and packaging strategies. This research also examined greenwashing perceptions and their potential roles in purchasing intentions. In‐depth face‐to‐face interviews carried out with 20 Turkish women regarding personal care products (local brand and international brand). The findings of the interviews revealed eight themes (perceived greenwashing, perceived green image, price perception, environmental concern, green trust, skepticism, perceived risk, and purchase intention). This study contributes to predict a framework from consumer viewpoint for identifying the themes related to greenwashing.     

Understanding relationship quality and online purchase intention in e-tourism: A qualitative application

This study explores the formation of relationship quality and online purchase intention in the service context of tourism, and a model is also introduced. This study tries to conceptualize a model based on a mediating mechanism of relationship quality that may be applied to understand online purchase intention in tourism. Learning the critical role of relationship quality in e-tourism can guide tour service providers to design different strategies for different online customers, and consequently achieve high customer online purchase to tourist service and product. In the proposed model of this study, the perceived incentive, perceived service quality, perceived ease of purchasing and perceived usefulness influence customer online purchase intention indirectly via the mediation of relationship quality. Additionally, five propositions are derived accordingly based on the proposed model and literature review. Finally, discussion, limitation and future research are also provided.     

客户采购关注点对再制造产品购买意愿的影响研究——基于政府促进政策的调节效应研究

近年来,国家出台各种政策措施促进再制造产业发展,但是由于多方面原因,客户在产品选择上往往将再制造产品列为下策。本研究采用扎根理论分析客户采购关注点对再制造产品购买意愿的影响,并检验了政府促进政策的调节效应。研究发现,客户对品牌的信任、质量感知、成本控制意识对再制造产品购买意愿有正向影响,而客户的社会责任观对再制造产品购买意愿影响不显著。此外,政府的促进政策对客户的品牌信任、质量感知、社会责任观和再制造产品购买意愿之间的关系有正向调节效应,但是在政府的促进政策中,直接补贴对成本控制意识和再制造产品购买意愿之间的关系没有调节效应,而“以旧换再”对这两者有正向调节效应。该研究结论的理论意义在于从再制造这一特殊工业品角度研究了购买意愿的影响因素及其调节机制,有助于完善组织市场购买行为理论;实践意义为有助于再制造企业更好地吸引客户购买,有助于提高政府促进政策的有效性提供指导建议。