The Study On Customers’ Purchase Intention Of SINOPEC EASY JOY’s Private Brand Goods

In the context of increasingly fierce competition in the domestic refined oil market and the post-epidemic era,the refined oil business scale and profit level of SINOPEC have been severely squeezed.It is urgent to seek new profit growth point and to achieve corporate transformation as well as development.By reviewing the European and American developed country refined oil retail enterprise development history and current situation of domestic gas station management,this paper points out that vigorously promoting the non oil business of gas stations and opening up a unique way of operation and development of SINOPEC EASY JOY’s private brand will help to achieve the goal of reducing enterprise costs,improving profit space and driving benefit growth.This paper introduces the rise and development of the private brand as well as the research status at home and abroad.Based on the theoretical framework of cue utilization,perceived value model and purchase intention theory,this paper explores the interaction among product external cues,customer perceived value and purchase intention in the process of purchasing private brand products of the retailer.Based on the study of previous literature and with reference to relevant theory,and also by taking SINOPEC EASY JOY convenience store group in Tianjin area as the research object,the author designed a questionnaire to obtain the relevant data and information by using statistical tools such as SPSS,AMOS data analysis and confirmatory factor analysis.Reliability and validity of structural equation model was constructed and the corresponding conclusions were reached: Brand influence can positively affect the functional value,emotional value,social value and perceived price of customer perceived value;Store image can positively affect the perceived price,social value,emotional value and functional value of customers’ perceived value;Service level can positively affect the social and emotional value of customer perceived value,but it has no significant impact on functional value and perceived price;Promotion behavior can positively affect the emotional value and perceived price of customers’ perceived value,but the impact on functional value and social value has not been verified;The dimensions of perceived price,social value,emotional value and functional value of customer perceived value have a positive impact on purchase intention.Finally,combined with the conclusion of this paper and the development status of Sinopec’s non oil business,combined with the development status of non-oil business,this paper puts forward the corresponding countermeasures and suggestions for SINOPEC EASY JOY in terms of brand management,store image,service level,product marketing and talent training.The prospect for the development strategy of private brand of SINOPEC EASY JOY convenience store is also looked forward to.