The Research On The Customer Purchase Intention Of Private Brand Based On Brand Trust

In an increasingly competitive market, Retail business in order to obtain considerable development, maintain a competitive level of profitability, have developed their own brand, but compared with private brand of foreign, the development of private brand of retailer in China is still in its early stage. The development of private brand has not yet matured. On the one hand, customers know little about the private brand of retailer, which impedes customers to trust the private brand of retailers, and further, influences customer purchase intention of private brand product. Scholars do a large number of researches on the development of private brand. Through the overview of previous literatures on PB, there are some major determinants influencing PB strategies and private brand development strategy. Most are from the perceived quality of private brand, perceived price of private brand and store reputation point for research, a deep investigation on the brand trust is also not enough, so we will discuss the effects factors of private brand trust from consumers'view point. This paper concentrates on the private brand trust, I use demonstration approach to study some major determinants influencing private brand trust.I have read many literatures about private brand of retail enterprises. On the basis of that, I use demonstration approach to study the brand trust. Constructs a theoretical model about the influence of private brand trust, and the factors include: promotional price range,store reputation perceived risk of private brand,others recommended and packaging. Study the relationship between these factors and private brand trust, after introducing fore research on private brand and brand trust, I bring forward several assumptions. Combined with scale of private brand, I design samples of private brand trust, according to the reliability and validity test, all scales are suitable for domestic customers. Finally, this study collects total 210 samples by mall intercepting and internet interviews, and 186 efficacious samples is used. Then use the SPSS to analysis of binary variables relativity, approved the assumptions and gained the conclusions.The empirical results show that, promotional price range has not impact on brand trust, and store reputation,perceived risk of private brand,others recommended and packaging has influenced on the brand trust. It means that these factors can indirectly influence the private brand trust. The results also show that, these factors has not impact on the purchase intention except others recommended,. only others recommended impact on purchase intention according private brand trust, then private brand trust has influenced on the purchase intention. Finally, The major findings are discussed and directions for future research are suggested:improving store image, designing appropriate price for private brand, and low perceived risk of private brand.