随着零售业竞争不断加剧，自有品牌战略成为零售业一个新的利润源泉。但实践显示，大型超市在不断推出自有品牌商品后，并没有带来意料之中的利润增长，消费者对自有品牌商品的认可度较低、满意度不高、购买意愿不强。由此，对影响自有品牌购买意向关键因素的识别显得十分重要。本文在已有研究成果基础上，围绕六个方面提出了研究假设，利用调查数据，运用SPSS统计分析软件进行了验证。研究结果表明，自有品牌的感知质量、感知风险、销售价格、促销力度、超市自身形象、消费者品牌偏好等因素与大型超市自有品牌购买意向呈正相关。%With the increasing competition in retail business, private brand strategy has become a new profit source of retail business. But practice shows that hypermarket hasn’t got the expected profit growth after promoting private brand goods. Consumers have low recognition, low satisfaction and weak purchase intention of private brand products. As a result, the recognition of the key factors affecting private brand purchase intention is very important. Based on the existing research results, research hypothesis is put forward around six aspects. Using the SPSS statistical analysis software, the survey data is verified. The results indicate that the perceived quality, perceived risk, sales price of the private brand, promotions, supermarket image and consumer brand preference are positively correlated with the purchase intention of hypermarket private brands.
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