本文選題：自有品牌 + 感知質(zhì)量��； 參考：《吉林大學(xué)》2008年碩士論文

【摘要】： 零售商在開發(fā)自有品牌商品時,往往以“低質(zhì)低價”為切入點,通常消費者對自有品牌的看法是低價格、低質(zhì)量、高風(fēng)險。為了驗證這種感知質(zhì)量較低的自有品牌商品,是否會影響到消費者對零售店的店鋪印象,本研究用實驗法進行了探索。 本研究在前人研究的基礎(chǔ)上,從對自有品牌感知質(zhì)量與店鋪印象的關(guān)系的相關(guān)文獻的整理與歸納入手,以眾多學(xué)者對店鋪印象的維度界定中的共性為出發(fā)點,通過邏輯推理得出本研究的假設(shè):自有品牌感知質(zhì)量的提高可以提升店鋪印象,進而通過實驗的方式來證明這一假設(shè)。本研究以邏輯推理與實驗驗證相結(jié)合的方法,探索自有品牌感知質(zhì)量會對店鋪印象產(chǎn)生的影響,自有品牌感知質(zhì)量的改變是否會影響到店鋪印象發(fā)生變化。研究結(jié)果表明,自有品牌感知質(zhì)量對店鋪印象有正向影響;隨著自有品牌感知質(zhì)量的提高,消費者對零售店中的產(chǎn)品質(zhì)量、選擇范圍、便利性、產(chǎn)品價格等維度的評價也有所提高。
[Abstract]:Retailers often take "low quality and low price" as the starting point when developing their own brand goods, usually consumers view their own brand as low price, low quality and high risk. In order to verify whether the perceived quality of the private brand goods will affect the store impression of the consumer, this study uses the experimental method to explore. On the basis of previous studies, this study begins with the collation and induction of relevant documents on the relationship between the perceived quality of private brands and store impressions, and starts with the commonalities in the definition of the dimensions of store impressions by many scholars. The hypothesis of this study is obtained by logical reasoning: the improvement of perceived quality of private brand can enhance store impression, and then prove this hypothesis through experiment. By combining logical reasoning with experimental verification, this study explores the effect of perceived quality of owner-brand on store impression, and whether the change of perceived quality of owner-brand will affect the change of store impression. The results show that the perceived quality of private brand has a positive effect on store impression, and with the improvement of perceived quality of private brand, consumers have a positive impact on the product quality, selection range and convenience in retail stores. Product price and other dimensions of the evaluation has also improved.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F717

【引證文獻】

相關(guān)碩士學(xué)位論文 前2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(xué)院;2010年

2 牛晴;消費者選擇網(wǎng)上店鋪的影響因素研究[D];華南理工大學(xué);2011年

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本文編號：2046304