A Study On The Influencing Factors Of Consumers' Purchase Intention To Store Brand

With the extensive development of store brand in western countries,local retailers also began to develop store brand vigorously. How to increase consumers purchase wishes to store brand products become increasingly concern to the theory and the business, so the paper has some theoretical and practical significance. In this paper, on the basis of the relevant literature review, we put forward the main influencing factors of consumer choices to store brand, and build the model of influencing factors of consumers'willingness to buy store brand. The empirical results show that product knowledge, store image, perceived price and perceived quality have a negative effect on perceived risk. Consumers'perceived risk has a negative effect on purchase intention of store brand. Product knowledge,store image,perceived price and perceived quality have indirect influence on consumers'willingness to buy store brand by affecting perceived risk.Study conclusions have some inspiration to retailers to develop store brand. consumer'choices of store brand follow the principle of perceived risk minimization, so retailers should attaches great importance to the role of perceived risk; Enterprises can increase the consumer's purchase intention by lowering perceived risk; the specific operating methods are: doing a good job of information dissemination and communication, keen to enhance the store image, formulating appropriate prices, increasing consumers'perceived quality.