Research On Factors Affecting Purchase Intention Of Retailer's Private Brand

Private brand(PB)is not only a new source of retailer's profit, but also an important way for retailer to build competitive advantage. After decades'development, PB in Foreign countries, especially in European and American countries, has had a certain scale and level.PB has also been a part of western consumers'shopping life.West scholars have payed much attention to PB, they have done a lot of theoretical and empirical studies, and the conclusions had provided much support for development of PB. While PB in domestic started quite late, it is immature either in the development mode or in theoretical research.We are still in a studying-and-groping stage.This study discusses the factors which affect consumers'purchase for PB throngh empirical way based on consumers'level. Foreign scholars did a lot of research on this by theoretical and empirical way, but the conclusions were not consistent. Domestic scholars mainly focus on theoretical research, empirical studies are rare.Based on the privious research achievement, this paper concentrates on the effects of price, brand, store image, product complexity and packaging on consumers' perceptions of product quality and their willingness to buy.This study selects four kinds of products including food, clothing, cosmetics and commodity to collect data by surveying on line, and analies with spss18.0.Results indicate that, brand, store image, packaging, perceived quality positively influenced consumers' purchase intention. Price, product complexity and perceived risk had a negative effect on purchase intention. Foregoing conclusions are in accord with the results of previous research. Price had a negative effect on perceived quality, which is opposite to assumption and previous conclusion. The regression results of product complexity and perceived quality was not significant, the reason of which is possible because of the product categories seleted.This paper puts forward some advices on the basis of above conclusions: price isn't the only factor affecting consumers'purchase intention. Retailers should also consider other factors, including store image, design of brand, selection of product and design of packaging, and store image should be especially focused on. Additional, retailers should reduce consumers'perceived risk by appropriate approaches.