Wpływ postrzeganego ryzyka oraz czynników wizerunkowych na zamiar zakupu marek własnych sieci handlowych

• Autorzy: Przemysław Łukasik , Bruno Schivinski

Warianty tytułu

The Impact of Perceived Risk and Image Factors on Purchase Intention of Store Brands

• Języki publikacji: PL

Abstrakty

Celem przeprowadzonych badań była analiza wpływu wizerunku sklepu, postrzeganego ryzyka oraz wizerunku cenowego marek własnych na zamiar ich zakupu. Dokonano replikacji modelu zaproponowanego przez M.F. Diallo i w jej ramach zastosowano technikę wywiadu realizowanego za pośrednictwem Internetu (CAWI) i przeprowadzono analizy z wykorzystaniem modelu równań strukturalnych (SEM) przy pomocy oprogramowania AMOS. Stwierdzono, że zamiar zakupu marek własnych jest bezpośrednio uzależniony od postrzeganego przez konsumentów ryzyka związanego z kupowaniem marek własnych oraz od wizerunku cenowego tych marek. Istnieje także bezpośredni wpływ wizerunku sklepu oraz wizerunku cenowego marek własnych na postrzegane przez konsumentów ryzyko związane z markami własnymi. Wobec dynamicznych zmian zachodzących na rynku marek własnych, zaprezentowane wyniki badania mogą być przydatne w praktyce przedsiębiorstw handlu detalicznego. (abstrakt oryginalny)

EN

The aim of this study was to analyze the impact of store image, perceived risk, and the store brand price-image on store brand purchase intention. We replicated the conceptual model proposed by M.F. Diallo using CAWI technique. We analyzed the results using structural equation model (SEM) with AMOS software package. Our results show that the store brand purchase intention is directly dependent on consumers' perceived risk toward store brands and on store brand price image. We also found a direct effect of store image perception and store brand price-image on the consumers' perceived risk toward store brands. Considering the dynamic changes taking place in the private label market, the presented findings of this study are highly valid and should be useful in the practice of retail businesses. (original abstract)

Słowa kluczowe

PL

Marka; Marka handlowa; Sieci handlowe; Badania konsumenckie; Przegląd literatury

EN

Brand; Private label; Chain stores; Consumer research; Literature review

• Czasopismo: Marketing i Rynek
• Rocznik: 2014
• Numer: nr 6
• Strony: 27--33

Twórcy

autor

Przemysław Łukasik

• Uniwersytet Marii Curie-Skłodowskiej w Lublinie

autor

Bruno Schivinski

• Politechnika Gdańska

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