The Impact Of Experience Clues Of Manufacturers On Store Brands’ Perceived Quality

With the development of China’s Internet technology,online retail lending has developed rapidly.Many online retailers have become the main force of their own brands.Among them,Netease’s original life-based self-operated e-commerce brand Netease has been selected as the representative and successfully created.The "strict selection model”has become the benchmark for new private label retailers.The retailer’s own store brand,because of the retailer’s control and exclusive distribution,not only has high gross profit characteristics,but also can increase the bargaining power between retailers and manufacturers,increase the market differentiation of retailers,and become retail.One of the core competitiveness of the business.According to previous research,consumers’ perceived quality of their own brands is one of the important factors determining the market share of their own brands.However,consumers generally believe that the quality of their own brands is not as good as national brands,especially the retailer’s own brands in China.The main reason for the unsuccessful is that consumers have lower perceived quality.Therefore,creating a high-quality,low-price,high-priced,private label is a dilemma for retailers.This research is based on the fierce NetEase "strict selection model" in reality.Starting from the phenomenon,combined with the clue utilization theory,based on the original "manufacturer clue" concept,the new construct of "manufacturer’s OEM experience clue" is proposed..Trying to explore the different influences of the types of manufacturers’ OEM experience clues(substance vs.related)on the perceived quality of consumers;combined with the attribution theory in social psychology,trying to prove the motivation of consumers for the promotion of retailers Because of the impact on consumers’ perceived quality;from the perspective of uncertainty theory,try to verify the product quality uncertainty,the mediating role of product suitability uncertainty in the above process,and explain the internal mechanism of the manufacturer’s OEM experience clues..This study uses the research method of the scenario questionnaire to conduct an empirical test,by adopting 2(motivation attribution:positive attribution vs.negative attribution)*2(manufacturer experience experience clue:substantive manufacturer OEM experience clue VS associative manufacturing Inter-group design of business foundry experience clues.200 subjects were randomly assigned to one of the four groups of scenarios,and after reviewing the corresponding scenarios set,the corresponding questionnaire was answered.For the collected questionnaire data,this study used AMOS for reliability and validity testing,and SPSS for variance analysis to verify hypotheses.The study concludes that the consumer’s motivation attribution plays a regulatory role in the role of manufacturer’s OEM experience clues on the perceived quality of private brands;while product quality uncertainty and product suitability uncertainty play a mediating role.The conclusion of the study provides guidance for retailers to promote the marketing activities of their own brands,and has certain practical significance.At the same time,it expands the application of clue utilization theory in the perceived quality of private brands,and has a certain degree of theoretical innovation.