本文選題：消費者行為　切入點：綜合超市　出處：《華中科技大學》2009年博士論文

【摘要】： 零售商權益的積累和增值已成為零售商在中國市場成功的關鍵，它能為零售商帶來多方面的利益，如利用零售品牌的影響推出自有品牌商品(PLB)，通過和競爭對手有效區(qū)隔提高收入和盈利能力。零售商權益不僅取決于店鋪形象這樣的初級聯(lián)想來源，還取決于類似于自有品牌感知質(zhì)量這樣的次級聯(lián)想來源，然而文獻中對零售商權益的研究均未涉及以店鋪形象、自有品牌感知質(zhì)量為影響因素的實證。 本文旨在研究店鋪形象、自有品牌感知質(zhì)量對零售商權益的影響。研究工作集中在以下四個方面： (1)構建店鋪形象對零售商權益影響的概念模型，并通過實證研究，驗證了店鋪形象各維度對整體零售商權益的直接影響。通過實證數(shù)據(jù)分析發(fā)現(xiàn)，九個店鋪形象維度中，有六個維度對零售商權益有顯著的影響，良好的店鋪形象能構筑并提升零售商權益；購物便利是影響零售商權益的最重要維度，其次是商店聲譽，再次為人員服務、價格感知、商店設施、購物環(huán)境，而店內(nèi)商品、廣告促銷和售后服務對零售商權益的影響不顯著。因此，大型綜合超市應以優(yōu)勢店鋪形象維度為基礎建立“核心價值取向”；應利用精細化管理改善店鋪形象各個有影響力的維度，強化零售商在吸引消費者方面的品牌效應。 (2)我們將概念模型中的零售商權益拆分為商店知識和零售商忠誠兩個構件，通過實證研究揭示了6個有顯著影響的店鋪形象維度對零售商權益維度的影響路徑，并驗證了零售商權益各維度之間的層次關系。研究發(fā)現(xiàn)，零售商認知、零售商聯(lián)想和零售商感知質(zhì)量都與零售商忠誠正相關，這證實了零售商權益維度之間存在層次關系的假設，同時也支持了零售商忠誠與零售商權益在內(nèi)涵上最接近這一推斷；便利性、商店聲譽、商店設施、感知價格、人員服務、購物環(huán)境通過商店知識對零售商忠誠施加積極的影響；有顯著影響的店鋪形象維度數(shù)量和各店鋪形象維度的影響力排序在零售商權益各維度存在差異。因此，利用店鋪形象維度對零售商認知、零售商聯(lián)想、零售商感知質(zhì)量的影響提升零售商忠誠，應是大型綜合超市構筑零售商權益的主要途徑；在選擇零售商權益的不同維度進行改進時，零售商在店鋪形象方面應有不同的關注點。 (3)通過在店鋪形象對零售商權益影響的概念模型中引入另一個零售商權益影響變量-自有品牌感知質(zhì)量，探討品牌延伸策略對店鋪形象影響效果的調(diào)節(jié)作用。實證分析的結果表明，店鋪形象對零售商認知、零售商聯(lián)想、零售商感知質(zhì)量和零售商忠誠都有積極顯著的影響，自有品牌感知質(zhì)量對店鋪形象的影響效果確實存在積極的調(diào)節(jié)作用。因此，零售商不僅應注重店鋪形象的塑造，還應結合自有品牌感知質(zhì)量發(fā)揮店鋪形象的影響效果，并利用店鋪形象戰(zhàn)略指導自有品牌感知質(zhì)量的管理。 (4)對內(nèi)外資企業(yè)進行了比較分析，對縮小內(nèi)外資企業(yè)差距提出了建議。內(nèi)資超市在店鋪形象維度、自有品牌感知質(zhì)量和零售商權益各方面的表現(xiàn)都落后于外資超市。在店鋪形象方面，內(nèi)資超市應發(fā)揮本土優(yōu)勢、向外資超市學習，，并獲得政府政策扶持；在自有品牌方面，內(nèi)資企業(yè)應揚長避短，實施“精品戰(zhàn)略”。
[Abstract]:Retailer equity accumulation and value has become the key to success in the market China retailer, it can bring many benefits for retailers, such as the influence of retail brand to launch its own brand of goods (PLB), by segment and competitors effectively increase revenue and profitability. Retailer equity depends not only on the primary Lenovo store image the source, the source of secondary associations similar to this also depends on the perceived quality of private brand, however, the literature research on retailer equity were not involved in the store image, perceived quality of private brand for the factors affected.
The purpose of this study is to study the store image and the impact of the perceived quality of its own brand on the rights and interests of the retailer. The research work is focused on the following four aspects:
(1) develop a conceptual model of store image on retailer equity, and through empirical research, verified the direct influence on the overall dimensions of store image of retailer equity. Through empirical data analysis found that nine dimensions of store image, there are six dimensions have significant influence on the rights and interests of retailers, good store image build and increase retailer equity; shopping convenience is the most important dimension influencing retailer equity, then store reputation, once again for personnel services, price perception, shop facilities, shopping environment, and store merchandise, promotional advertising and customer service service influence on retailer equity is not significant. Therefore, supermarkets should take advantage of the store image the dimension for the establishment of "core value" basis; should improve the store image all influential using fine management dimensions, strengthen the retailers to attract consumers. Brand effect.
(2) we will split the retailer equity in the conceptual model to store knowledge and retailer loyalty two components, through empirical research reveals the path 6 has significant effect on the dimensions of store image influence on retailer equity dimensions, and verify the relationship between levels of retailer equity dimensions. The study found that retailers cognition, Retailers Association and retailer perceived quality and retailer loyalty are positively related, which confirms the existence of relationship between the level of retailer equity dimensions hypothesis, but also support the retailer loyalty and retailer equity in the connotation of the closest this inference; convenience, store reputation, shop facilities, perceived price, service and shopping environment to exert positive influence on retailer loyalty through knowledge store; store image dimensions and the number of sort of store image dimensions influence have a significant impact on retailers right There are benefits of each dimension difference. Therefore, the dimensions of store image on Retailer awareness, Retailers Association, retailer perceived quality affect retailer loyalty, should be the main way to build a large-scale comprehensive supermarket retailer equity; improved selection in different dimensions of retailer equity, retailers in the image of the shop should have different concerns.
(3) the introduction of another retailer equity variables - perceived quality of private brand influence in the conceptual model of store image on retailer equity, adjust the effect of brand extension strategy and effect on store image. The results of empirical analysis show that the store image on the retailer's cognition, retailers and Retailers Association, retailer perceived quality loyalty has a positive significant effect, the effect of perceived quality of private brand influence of the store image does exist a positive regulatory role. Therefore, retailers should not only pay attention to shaping the image of the shop, should also be combined with the effect of perceived quality of private brand play store image and store image and use the strategy of perceived quality of private brand management.
(4) for domestic and foreign enterprises are analyzed, and puts forward suggestions on narrowing the gap between domestic and foreign-funded enterprises. The domestic supermarket in the dimensions of store image, the perceived quality of private brand and retailer equity lagged foreign supermarkets. In the image of the shop, the domestic supermarket should play local advantages, learn from foreign supermarkets, and government policy support; in terms of their own brands, domestic enterprises should make the implementation of quality strategy.

【學位授予單位】：華中科技大學
【學位級別】：博士
【學位授予年份】：2009
【分類號】：F721

【引證文獻】

相關碩士學位論文 前3條

1 王智星;服裝品牌感知質(zhì)量對顧客忠誠度的影響研究[D];北京服裝學院;2010年

2 吳秋蓉;消費體驗對零售商品牌資產(chǎn)影響的實證研究[D];暨南大學;2011年

3 龍小花;儲值卡促銷價值比較研究[D];西南交通大學;2011年

本文編號：1686074