Research On Effects Of Store Brands’ Intangible Extrinsic Cues On Consumers’ Purchase Intention

Store brand is a great strategy which can highlight retail enterprises’image and make a full use of intangible assets, it emerged in1960s, and developed rapidly in1980s. Because of the increasingly fierce competition, ceaselessly declining profits and increasing cost of channels in retail industry, a growing number of retail enterprises begin to develop store brand strategy. In recent years, with the store brand market is maturing, the market share of store brand products has gradually increased, theoretical studies on store brand have also become a hot issue.Existing foreign studies focused on tangible extrinsic cues-product package, price and brand name, product package has a positive effect on perceived value, and price is also an important indicator to predict perceived value. Based on foreign literature, domestic empirical study analyze the impact of product package, price and brand on consumer behavior, some literature also studied the correlation between store image and consumers’purchase intention.Based on the development of store brand at home, this paper explores the impact of store image, quality variation and product signatureness on perceived value and purchase intention. Results indicate that store image has positive effect on perceived value. Quality variation has negative effect on purchase intention. Product signatureness has positive effect both on perceived value and purchase intention, but the correlation between quality variation and perceived value is not confirmed. Quality variation and store signatureness indirectly influenced purchase intention affected by perceived value. Product knowledge moderates the relationship between product signatureness and perceived value, and product knowledge also moderates the relationship between store image and perceived value. The results provide some strategies for developing store brand:improving store image, developing appropriate store brand products, taking full advantage of a variety of marketing methods to promote product knowledge, and increasing customers’perceived value.