本研究从对各个学者对店铺印象研究结果的整理入手,通过逻辑推理提出自有品牌感知质量的提高可以提升店铺印象的假设,并采用所罗门三组实验法进行验证。研究结果表明,自有品牌感知质量的提高可以提升店铺印象;随着自有品牌感知质量的提高,消费者对零售店中的产品质量、选择范围、便利性、产品价格等维度的评价也有所提高。 This study starts with the sorting out of the research findings of store impressions by various scholars, and puts forward the hypothesis that the improvement of perceived quality of own brands can enhance the store’s impression through logical reasoning. The three sets of experiments are used to verify the hypothesis. The results show that the perceived quality of private brand can improve the store’s image. With the improvement of perceived quality of self-owned brand, consumers also have some comments on the aspects of product quality, selection range, convenience and product price in retail stores improve.