消费者对超市自有品牌感知风险与购买倾向研究

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硕士学位论文

摘要

随着零售业的快速发展，竞争的不断加剧，寻求新的利润增长点及培育核心

竞争力都是当今零售企业所面临的共同问题。这些问题在超市这种零售业态中表

现尤为突出。实施自有品牌战略可谓是解决这些问题的有力途径，它不仅可以提

升零售对制造商的讨价还价能力，还可以培养顾客忠诚。根据 AC 尼尔森于 2005

年9月发布的《全球经理人报告：2005 年自有品牌的力量》显示，在 38 个国家

80 个商品种类自有品牌的销售情况调查中，自有品牌的销售额占全球同类商品销

售总额的 17%（在欧洲更是占到了 23%），自有品牌增长率 5%。自有品牌对零售

商业务的重要性不容小觑。

消费者在选购零售商推出的自有品牌时，通常都是基于某些比较利益的考虑，

但相较于选购制造商品牌，消费者会暴露在更多的不确定因素之下，也需要承担

更多风险。消费者的感知风险源自购买后果的严重性和这些后果发生的可能性。

其购买行为很多时候带有感性色彩。消费者在决策过程中所感知到的风险，将会

直接影响到他们的购买意愿。购买倾向越高，购买可能性越大。因此，本研究主

要从感知风险的角度出发探讨其对自有品牌购买倾向的影响。

通过理论文献研究表明，感知风险会受到产品类别、人口统计变量、文化等

诸多因素的影响。因此，本研究将探讨产品类别特征、人口统计变量、文化对感

知风险的直接影响。基于感知风险与购买倾向间的关于，还将探索人口统计变量、

文化是否对购买倾向产生影响。

本研究的主要研究对象是超市消费者，同时采用定性和定量的研究方法，分

析最近 3个月内到过超市购物消费者；并且人员访问的调查方式、以便利抽样法

与，经过调研取得 329 份有效问卷样本，在信度和效度的有效分析后，最后运用

结构方程模型（SEM）对本研究提出的假设进行实证研究。

主要结论如下：

1. 消费者的感知风险对超市自有品牌购买倾向有显著影响；在感知风险各细

分维度中，感知安全风险对购买倾向的影响最大。

2. 产品类别特征对感知风险有显著影响；类别复杂程度低、类别品质差异小、

购买间隔时间较长、价位较低的产品感知风险比较低。

3. 文化维度对感知风险也存在显著影响；不确定性规避程度高、集体主义倾

向强的消费者感知风险比较高。

4. 收入、教育程度对感知风险都有显著影响，同时，教育程度还对购买倾向

硕士学位论文

存在直接影响。

通过本研究，将感知风险与购买倾向间关系于自有品牌上加以验证，并且得

出感知风险各细分维度对购买倾向的影响权重，对于产品类别特征、人口统计变

量、文化与感知风险的关系也加以明晰。因此，本研究对于拓展感知风险与购买

倾向间研究深度具有积极意义；同时也能够从实践上指导零售商从感知风险的角

度出发，科学选择自有产品种类，提高超市自有品牌购买倾向。

关键字：自有品牌；感知风险；购买倾向；类别特征

硕士学位论文

III

ABSTRACT

With the fast development and increasingly fierce competition of the retail industry,

the merchants are facing the common problems: how to seek for the new profit growth

and develop core competitiveness. These phenomenances are particularly outstanding in

the supermarket. It is a effective way to solve these problems to implement private label

strategy .For retailers, it not only enhance the ability of bargain with manufacturers, also

improve customer loyalty. According to Global Services Executive News Report: the

Power of Private Label 2005 released in September 2005 by ACNielsen, based on

ACNielsen data collected from 80 categories in 38 countries,private label goods

comprise 17 percent of total value sales(23 percent in Europe) ,up from 5

percent .Private labelis a significant business of retail industry.

Purchasing decision making is usually based on comparative advantage.

Consumers who chose private label will face more uncertainly factors and will

undertake more risks compared with someone chose manufacture brands.perceived

risk arise from the serious consequences of making a mistake in a purchase and the

probability of consequences.consumer's purchase behavior are always perceptual.the

perceived risk in purchase decision making will straight influent their purchase

intention.consumers are more prone to buying when the purchase intention degree is

higher.so,this research mainly analyze the influences on consumer perceived risks and

purchase intention.

Previous research investigating perceived risk has demonstrated the perceived risk

will be influenced by such factors as product category, demographic variable, culture

etc.. So, this research will probe into product category characteristics, demographic

variable and culture direct influence on perceived risk. Because of the relationship

between perceived risk and purchase intention, we will also explore whether

demographic variables and culture have an impact on purchase intention.

In order to proceed the analysis, through qualitative and quantitative empirical

research. We investigated the customers who had gone to the supermarket within last 3

months and collected 329 effective questionnaire samples, via simply sampling. And

then, the hypotheses were tested via the SPSS and SEM, basing on this datum.

The main conclusions are as follows:

硕士学位论文

1. Consumers perceived risk has significant effect on private label purchase

intention. In the four aspects of perceived risk, safety risk is the most influential factor

to purchase intention.

2. The product category characteristics have significant effect on perceived risk;

Classification complexity low, classification quality difference little, interval between

twice deal long, price lower , products’ perceive risk to be low.

3. Culture has significant effect on perceived risk too. Consumers’ higher degree

of uncertainty avoidance and collectivism intention is, the higher perceived risk will be.

4. Income, education degree also have significant influence on perceived risk,

meanwhile, the education degree is still directly influenced to purchase intention.

Through this research, we verified the relation of perceived risk and purchase

intention on the private label, and clear the four aspects of perceived risks’ influence

weight to purchase intention, clarify the influence of products category characteristics,

demographic variable, culture and perceived risk. So, it has positive meanings that this

research expanded the depth of study with the relation of perceived risk and purchase

intention. It could also direct the retailers scientifically choose private label category

based on perceived risk, raised private label purchase intention.

Keywords: private label; perceive risk; purchase intention; product category

characteristic

硕士学位论文

第一章绪论..................................................................................................................... 1

第一节研究背景...................................................................................................... 1

第二节研究意义...................................................................................................... 2

第三节研究对象与创新点...................................................................................... 3

第四节研究方法...................................................................................................... 3

第二章文献回顾............................................................................................................. 5

第一节超市自有品牌概述...................................................................................... 5

第二节感知风险...................................................................................................... 8

第三节产品类别特征............................................................................................ 13

第四节消费者特征与态度.................................................................................. 15

第五节文化.......................................................................................................... 16

第六节购买倾向.................................................................................................... 18

第三章研究假设与问卷设计....................................................................................... 19

第一节理论模型.................................................................................................... 19

第二节研究假设.................................................................................................... 20

第三节问卷设计.................................................................................................... 24

第四节数据收集.................................................................................................... 27

第五节数据分析方法............................................................................................ 27

第四章数据分析与讨论............................................................................................... 29

第一节描述性统计............................................................................................ 29

第二节信度分析.................................................................................................... 30

第二节效度分析.................................................................................................... 33

第四节假设检验.................................................................................................... 39

第五节感知风险各维度与购买倾向间关系............................................................... 49

第五章研究结论与展望............................................................................................... 52

第一节研究结论与管理建议................................................................................ 52

第二节研究局限与未来研究................................................................................ 53

参考文献......................................................................................................................... 55

附录................................................................................................................................. 61

硕士学位论文

表目录

表 3- 1 感知风险的测量问题........................................................................... 24

表 3- 2 产品类别特征的测量问题................................................................... 25

表 3- 3 购买倾向的测量问题........................................................................... 26

表 3- 4 文化的测量问题................................................................................... 26

表 3- 5 调查问卷回收统计表........................................................................... 27

表 4- 1 样本的基本特征................................................................................... 29

表 4- 2 样本类别特征....................................................................................... 30

表 4- 3 问卷各部分 α系数............................................................................... 30

表 4- 4 感知风险的 CITC 和信度检验............................................................ 31

表 4- 5 产品类别复杂程度的 CITC 和信度检验............................................ 32

表 4- 6 产品类别品质差异的 CITC 和信度检验............................................ 32

表 4- 7 购买倾向的 CITC 和信度检验............................................................ 32

表 4- 8 文化的 CITC 和信度检验..................................................................... 33

表 4- 9 感知风险指标 KMO 和Bartlett 球形检验..........................................34

表 4- 10 感知风险总方差解释表....................................................................... 34

表 4- 11 感知风险旋转后因子负荷................................................................... 35

表 4- 12 产品类别复杂程度指标 KMO 和Bartlett 球形检验..........................35

表 4- 13 产品类别复杂程度因子负荷表........................................................... 36

表 4- 14 产品类别品质差异指标 KMO 和Bartlett 球形检验..........................36

表 4- 15 产品类别品质差异因子负荷............................................................... 36

表 4- 16 购买倾向指标 KMO 和Bartlett 球形检验..........................................37

表 4- 17 购买倾向指标因子负荷....................................................................... 37

表 4- 18 文化指标 KMO 和Bartlett 球形检验..................................................38

表 4- 19 文化总方差解释表............................................................................... 38

表 4- 20 文化指标旋转后因子负荷................................................................... 38

表 4- 21 收入与感知风险相关分析................................................................... 39

表 4- 22 收入水平 ANOVA................................................................................ 39

表 4- 23 收入与购买倾向相关分析................................................................... 40

表 4- 24 教育程度与感知风险相关分析........................................................... 41

表 4- 25 教育程度与购买倾向相关分析........................................................... 41

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摘要：

硕士学位论文I摘要随着零售业的快速发展，竞争的不断加剧，寻求新的利润增长点及培育核心竞争力都是当今零售企业所面临的共同问题。这些问题在超市这种零售业态中表现尤为突出。实施自有品牌战略可谓是解决这些问题的有力途径，它不仅可以提升零售对制造商的讨价还价能力，还可以培养顾客忠诚。根据AC尼尔森于2005年9月发布的《全球经理人报告：2005年自有品牌的力量》显示，在38个国家80个商品种类自有品牌的销售情况调查中，自有品牌的销售额占全球同类商品销售总额的17%（在欧洲更是占到了23%），自有品牌增长率5%。自有品牌对零售商业务的重要性不容小觑。消费者在选购零售商推出的自有品牌时，通常都是基于某些比较...

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