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With the arrival of the era of experience marketing,lots of store brands retailers began to seize the development opportunity.At present,the market of store brands presents the polarization situation gradually.Based on inference theory and planned behavior theory,this study explores the direct effect of two central elements of sale situations—point of purchase advertising and service quality on store brand image,perceived value and the indirect effect on purchase intention for store brands.Besides,this study also discusses the moderating impact of purchase involvement on the point of purchase advertising and service quality for store brand image,and perceived value.This study selects 501 consumers in Waston as the sample object,Watson is one popular chain of drugstore in China.Finally,the results of this study show that(1)both the attitude towards the point of purchase advertising and service quality have direct and positive effects on the store brand image and perceived value;(2)store brand image plays complete mediating role on perception of point of purchase advertising spend and perceived value;(3)store brand image has a direct and positive effect on the perceived value;(4)both store brand image and perceived value positively influence purchase intention;(5)the net effect between the perception of point of purchase advertising spend and store brand image is strengthened by the high purchase involvement.Moreover,high purchase involvement customers can enhance the effect of individuals attitude towards the point of purchase advertising on store brand image and perceived value.But in terms of service quality,the positive effect on store brand image and perceived value is weaken by the moderation role of high purchase involvement.