Retailer Service And The Private Brand Purchase Intention

With the economy into the new normal,the rise of e-commerce,rent and labor costs continue to rise,the domestic entity retail enterprises are facing enormous competitive pressures.At the same time,China’s retail industry is not yet mature,its own brand development is seriously lagging behind,its own brand products cheap,poor quality,leading to core competitiveness is not strong,low margins.Previously studied from the price,packaging,store image and other aspects to study the factors that affect the purchase intention of consumers,however,the service as a retailer’s core competitive elements,will not affect the consumer’s own brand awareness and then affect their purchase intention The Does the interpretation level as a situational factor affect this relationship? What is the way to influence this relationship? This paper constructs a regulated mediation model to study the relationship between the quality of service,the perceived quality of its own brand and the intention of buying its own brand,and studies the influence of different interpretations on this relationship.This study takes consumers as the research object,studies the response of consumers to the quality of service of retailers,and introduces the influence of the theory of quality of service on the perceived quality of consumers’ own brand,and then affects the purchase intention.In order to further study the change of this relationship in different consumer situations,the theory of embedded level of interpretation is used to study the change of the quality of service quality and the intention of purchasing intention of consumers under different interpretations.This study collected 248 consumer valid samples,which validated the positive impact of quality of service on the perceived quality of consumers’ own brand and its intention to purchase,and supported the mediating role of self-brand perceived quality;the different levels of service Quality of the consumer’s own brand perceived quality and purchase intention of the regulatory role is obvious.Based on the findings,this study provides advice on improving retailer service quality and consumer differentiation marketing.In this paper,there are some shortcomings and flaws in the comparison of other external clues,quality of service dimension,and sample,and it needs further research and improvement in the future.