The Empirical Research On The Influence Of Store Image On Private Brand Trust And Purchase Intention

Since the 1960s, the private brand of retailer has gone through a period of great development in the western countries, and has caught more and more attention from scholars. However, the development of private brand of retailer in China is still in its early stage. In practice, on the one hand, customers know little about the private brand of retailer, which impedes customers to trust the private brand of retailer, and further, influences the sales status of private brand product. And on the other hand, although retailers realize that the store image has great impact on the behavior of private brand purchase, the knowledge is still limited. Theoretically, the study on the private brand of retailer in China is still insufficient, a deep investigation on the relationship between store image, private brand and purchase intention is also not enough. The practical perplexity and theoretical blank directly restrict the development of private brand in China. Therefore, it is very important for theory circle and practical circle to explore the trust of private brand deeply and throw light on the relationship between store image, private brand and purchase intention, which is helpful for retailer to influence customer effectively, build new core competitive advantage and enhance the earning capability, also, which is beneficial to rich the theory of retail and private brand, and expand the study vision of brand trust theory.Based on reviewing related literatures and depth interview of retail expert and customers familiar with private brand, this paper firstly constructs a theoretical model about the influence of store image on private brand trust and purchase intention, which mainly discuss the relationship among store image, perceived risk, private brand trust and purchase intention. Also in this model, store image contains two dimensionalities named store functional image and store emotional image, and private brand trust contains two dimensionalities named brand reliability and brand intention. And next, combined with related literatures and practical situation of retailing in China, this paper develops a scale of store emotional image and other scales for other variables. And according to the reliability and validity test, all scales are suitable for domestic customers. Finally, this study collects total 350 samples by mall intercepting and internet interviews, and 266 efficacious samples is used in analysis and hypothesis verification.The empirical results show that, store functional image has positive impact on store emotional image; store image can indirectly influence the brand reliability and brand intention through perceived risk, and influence the purchase intention further; store functional image can directly influence the brand reliability and brand intention, and influence the purchase intention further; the differences of perceived quality can moderate the relationship between perceived risk and brand reliability, brand intention; the individual's specific self-confidence have no moderate impact on the relationship between perceived risk and brand reliability, brand intention. Based on the empirical results, combined with practical situation of private brand of retailer in China, some useful suggestions have been proposed.