The Influence Of Self-owned Brand Perceived Value Of Large Integrated Supermarkets On Consumers’ Purchase Intention

In recent years,the domestic retail industry competition is intense,the conformity speeds up gradually.On the one hand,online retail e-commerce giants represented by jd and ali are rapidly developing offline retail.On the other hand,offline retail survival of the fittest gradually increased,industry clearing,mergers and acquisitions phenomenon is very obvious.With the concept of "new retail" proposed,the retail industry has ushered in a huge challenge.As a representative of offline brick-and-mortar retail,in order to minimize costs and improve profit margins,more and more large comprehensive supermarkets adopt the path of developing private brands to encourage enterprises to meet challenges in the new environment.The in-depth development of retail industry will enter the era of private brand,which has become the mainstream trend of the future development of physical retail represented by chain supermarkets.In this context,this paper selects the private brand of large integrated supermarkets as the research object to explore the research mechanism of perceived value on purchase intention.This article use the literature reading,questionnaire survey,mathematical statistics analysis method to study,to social identity theory,the theory of rational behavior,based on the theory of planned behavior and the predecessors’ research made a review and summarize the contents of,choose to large comprehensive supermarket own-brand perceived value as antecedent,consumers purchase intention in the large-scale comprehensive supermarket as outcome variables,brand trust as the intermediary variables and product knowledge as regulating variable to study large comprehensive supermarket own-brand perceived value on the mechanism of action of purchase intention.Data were collected through online star questionnaire survey and questionnaire distribution in large integrated supermarkets.SPASS21.0 was used to process and analyze the collected data and verify each hypothesis.Through the analysis,the following conclusions are drawn :(1)the dimensions of self-owned brand perceived value of large integrated supermarkets have significant positive correlation with brand trust and consumers’ purchase intention;(2)there is a significant positive correlation between private brand trust of large comprehensive supermarkets and consumers’ purchase intention;(3)brand trust of private brands of large integrated supermarkets plays an obvious intermediary role between perceived value and consumers’ purchase intention;(4)product knowledge plays a moderatingrole in brand trust and consumers’ purchase intention of large integrated supermarkets.Should continue through ascension for large-scale comprehensive supermarket own brand of emotional value,social value,perceived value,functional value and perceived value,to meet consumer demand for different levels,continuous innovation to develop the own brand products favored by consumers,stable for a long time to build own brand for consumers in identification,cultivate consumer loyalty of its own brand,increase publicity and product knowledge,change the consumer’s perception of its own brand,deeper understanding of own brand idea and value,promote the self-confident degree for consumers in the purchase process,stimulate consumer purchase intention.