中文摘要：

面对被联营模式盘剥的利润,中国零售商的自有品牌之路亟待快马加鞭。全球市场调查机构尼尔森日前发布的报告显示,亚洲零售商的自有品牌在现代经销渠道中的销售占比不到8%。这一比例虽然与欧美发达市场差距甚远,但依然高于中国自有品牌的份额。本文实证分析了消费者心理特征、自有品牌产品属性、零售商形象、信息价值影响力、制造商影响力五个潜变量对于自有品牌产品购买意愿的影响,检验了自有品牌产品可感知质量作为中介变量的调节作用。通过实证研究发现：对自有品牌购买意愿起决定性影响作用的是消费者对于自有品牌的可感知质量;自有品牌产品属性变量需要通过可感知质量这个中介变量间接对自有品牌购买意愿产生正向影响;制造商影响力对于自有品牌购买意愿产生负向影响;消费者的品牌意识对于自有品牌产品购买意愿并没有直接作用,但通过与制造商影响力之间的高度相关关系间接影响购买意愿。

英文摘要：

This paper analyzed the influences of five following latent variables on purchase intention for the private brand products,such as the psychological characteristics of consumers,the attributes of private brand products,retailer image,the influence of information value,and the influence of manufacturers.It tested adjustment function of the private brand products＇ perceived quality as intermediary variable.Through empirical study we know that consumers＇ perceived quality for private brand products has the decisive influence on purchase intention for private brand products.The variable of private brand products＇ attributes,the intervening variable,produces a positive impact indirectly on purchase intention through the perceived quality;The influence of manufacturers has a negative impact on purchase intention for private brand products;Consumers＇ brand awareness has no direct effect on the purchase intention for private brand products.However combined with the high correlation with manufacturers＇ influence,consumers＇ brand awareness has an indirect impact on purchase intention.