Journal
ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS
Volume 31, Issue 3, Pages 714-727Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/APJML-08-2017-0176
Keywords
Perceived quality; Purchase intention; Private labels; Congruity theory; Cue utilization theory
Categories
Ask authors/readers for more resources
Purpose Based on the cue utilization theory and congruity theory, the purpose of this paper is to investigate the mediating effects of perceived quality on the relationships between category characteristics and purchase intention for private labels. Design/methodology/approach To examine the research hypotheses, the authors conducted a questionnaire survey on 703 adult consumers in China. Findings The results show that perceived quality fully mediates the relationships between category complexity, risk importance, category quality variation, product signatureness and purchase intention. In addition, consumers' knowledge moderates the relationship between perceived quality and purchase intention. The implications and future research directions are discussed in this study. Originality/value The results show that the category complexity is positively related to consumers' perceived quality. Although opposite to the conclusions in prior research, the findings are consistent with the unique phenomenon in China, that is, to label the name and location of the contract manufacturers. The authors investigate the moderating role of consumer knowledge, which will provide meaningful guidance for the Chinese retailing market.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available