To read this content please select one of the options below:

Extrinsic cues, perceived quality, and purchase intention for private labels: Evidence from the Chinese market

Liu Yan (Business School of Xinyang, Normal University, Henan, China) (School of Management, Shanghai University, Shanghai, China)
Fan Xiaojun (Shanghai University, Shanghai, China)
Jie Li (Shanghai University, Shanghai, China)
Xuebing Dong (Shanghai University, Shanghai, China)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 26 March 2019

Issue publication date: 24 May 2019




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.


To examine the research hypotheses, the authors conducted a questionnaire survey on 703 adult consumers in China.


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.


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.



This work was supported by the National Natural Science Foundation of China (No. 71372187, 71772115).


Yan, L., Xiaojun, F., Li, J. and Dong, X. (2019), "Extrinsic cues, perceived quality, and purchase intention for private labels: Evidence from the Chinese market", Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 3, pp. 714-727.



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

Related articles