Store Image and Promotions Affect The Purchase Intention of Store Brands : The Moderating Role of Perceived Risk

• Main Authors: Li-chung Wen, 溫立仲
• Other Authors: Su-Chao Chang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/65091219498941019159

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 95 === As economy grows up and industry expands fast, our national income increases year by year. This leads the improvement of living standard and quality, and changes compatriots’ consuming pattern. In the condition, the retailing industry develops and changes fast. The traditional retailing business model disappears little by little, but a newer one, which suppliers directly distribute products to retailers or consumers, rises and develops. According to the statistics of Ministry of Economy Affairs, the turnover per year of retailing rises from 2,300 billion in 1999 to over 3,000 billion in 2006. However, in the past, retailers only sold products that come from different manufacturers. In the paper, the kind of products is called “ manufacturer’s brand ”. Because the trend of market has become customer-oriented and retailers want to rise the gross profit rate, store brand products appear in recent years. Store brand products are not as famous as manufacturer’s brand products and they usually are thought more risky, so retailers have to do some promotion to stimulate consumers to buy store brand products. By some literatures review, we can find most scholars did researches on the relation between store image and purchase intention when they talked about retailing. Therefore, the research lies in exploring how promotion and store image of retailers influence the purchase intention of store brand products, and how perceived risk moderates the relation from consumers’ viewpoint. According to the research result, we find promotion of store brand has direct and positive influence on purchase intention. But, store image has no significant influence on purchase intention. On the relation between promotion of store brand and purchase intention, the perceived risk does moderate it significantly. On the other hand, the moderation of perceived risk is not significant when consumers face products with low risk.