文档介绍：商店形象对自有品牌信任及购买意愿影响的实证研究 Abstract Since the 960s,the private brand ofretailer has gone through a period of great development inthewesterncountries,and hascaught more and more attention from scholars. HoweveL thedevelopment ofprivate brand ofretailerin China isstillin practice,on the one hand,customers know littleabout theprivatebrand ofretailer,which impedes customers totrusttheprivate brand ofretailer,and filI'ther,influences the salesstatus ofprivatebrand ontheotherhand,although retailers realizethatthe storeimage hasgreat impact on the behavior ofprivate brand purchase,the knowledge isstilllimited. Theoretically,the study on theprivate brand ofretailerin China isstillinsufficient,adeep investigation ontherelationship between storeimage,private brand andpurchase intention is also not practicalperplexi够and theoretical blank directly restrict the development ofprivate brand ,it isvery important fortheory circleand practical circle toexplore the trustofprivatebranddeeply andthrow light ontherelationship between store image,private brand andpurchase intention,which ishelpful for retailer to influence customer effectively,build new petitive advantage and enhance theearning capability,also,which isbeneficial torichthetheory of retailand privatebrand,andexpand thestudy visionofbrand trusttheory. Based on reviewing relatedliteraturesand depth interview ofretailexpert and customers familiar诵tll private brand,thispaper firstly constructs atheoreticalmodel aboutthe influence of storeimage on private brand trustandpurchase intention,which mainly discuss therelationship among storeimage,perceived risk,private brand trustand purchase intention. Also in thismodel,storeimage contains two dimensionalities named store functional image and storeemotionalimage,and private brand trustcontains twodimensionalitiesnamed brand reliability and bined诵tll related literaturesandpractical situationofretailing inChina,th