A Study On Purchase Intention Of Household Appliances Of Retailers’ Private Brands

The increasing concentration of the retail industry promotes the development of private brand market,retailers aim at private brand market one after another,but mainly focus on fast-moving products such as food,beverage and daily chemical.With the accelerated trend of domestic consumption upgrading,private brand began to transform towards high-end quality,focusing on new categories such as high-end durable goods.As the representative of consumer durables,home appliances have become the market trend with the expansion of the scale of home appliance retailers,and the development of smart appliances and small appliances market has attracted many private brands into the bureau.Due to the obvious differences between consumers’ consumption decisions on household appliances category and fast-moving category,it’s of great significance to study the household appliances products of retailers’ private brands not only for the times,but also for the future development direction of retailers’ private brands.Based on the theory of Howard-Sheth,AISAS and Innovation Diffusion,the paper constructs a research model with product appearance,advertising,recommendation and product experience as independent variables,perceived innovation and perceived value as intermediary variables,and purchase intention as dependent variables,and assumes the relationship between age,consumption experience and residence status and purchase intention;and take "Mijia" as the case to carry on the questionnaire survey,first design the questionnaire based on the literature research,then check the rationality of the questionnaire through the pre-adjustment,then distribute the revised questionnaire randomly in the Weibo channel,collect 393 valid samples,finally use the SPSS software to carry on the statistical analysis to the sample data to test the original hypothesis.The empirical research shows that the students and rental group are more willing to buy private brand of household appliances,and the consumption experience has a significant positive impact on the purchase intention.There is a significant positive relationship between the appearance and perceived innovation,perceived value and purchase intention of private brand home appliances.At the same time,other people’s recommendation and product experience will enhance perceived innovation,perceived value and purchase intention;however,advertising doesn’t affect consumers’ perceived innovation,perceived value and purchase intention of private brand home appliance products.The higher the perceived innovation and perceived value of consumer’s private brand home appliances,the stronger its purchase intention.Finally,based on the research results and combined with the current situation of home appliance of private brand development,this paper puts forward some management suggestions on how retailers can improve consumers’ purchase intention of home appliance products with their private brands,and also reflects on the research limitations of this paper,and provides new ideas for future research.