臺灣博碩士論文加值系統

本研究旨在探討消費者面對授權通路以及灰色市場兩種不同購買通路時，其購買意願是否會受到購買通路的干擾而有所不同。灰色市場的出現一直以來困擾著許多品牌管理者，它不但打亂原有品牌管理者所訂定的價格策略和破壞品牌形象，更進一步瓜分了原有授權通路的市場佔有率。雖然消費者在兩種通路的競爭之下屬既得利益者，但長期而言卻沒有獲得應有的產品保障以及售後服務。儘管如此，灰色市場的規模仍在持續地擴大之中。面對灰色市場的興盛，相關人員過去曾思考從法律途徑以及供應面著手抵制，但功效未見卓著，因此本研究回歸到消費者原始的行為意向，從授權通路與灰色市場之比較重新探討灰色市場之問題。
在樣本的選取上，本研究採便利抽樣針對台灣北部、中部、南部等三地區的消費者進行問卷調查，總計發出430份，扣除無效問卷69份，有效問卷為361份，經統計軟體Statistica 6.0與Lisrel 8.7進行實證分析後，獲致以下幾項重要結果：
（1） 當消費者的知覺品質增強時，其知覺價值也會隨之提升並進而強化消費者的購買意願；而在知覺品質與知覺價值的正向關係上則不會因購買通路的不同而有所差異。
（2） 當消費者知覺品質增強時，會降低消費者的知覺風險；而在知覺品質與知覺風險的負向關係上則不會因購買通路的不同而有所差異。
（3） 當消費者的知覺風險增強時，會降低消費者的知覺價值，同時此一關係在灰色市場時顯著地強過於授權通路。
（4） 當消費者的知覺風險增強時，會降低消費者的購買意願，而此一關係在灰色市場時顯著地強過於授權通路。
（5） 當購買通路為灰色市場時，價格意識與購買意願未見具有統計顯著性的正向關係；而在授權通路時，價格意識低者則傾向在授權通路購買商品。
（6） 當消費者的知覺風險增強時，無法明顯降低消費者的價格意識，因此也就無法得出在不同通路之間的干擾效果具有顯著性之結論。

The essential thoughts of this research are to make a thorough inquiry about how the consumers’ purchasing intentions will be moderated by authorized channels and gray markets when they face the both channels. Since the gray markets appeared, they have tormented many brand managers with upsetting pricing strategy, destroying brand images and divvying the authorized distributors’ market shares. Although customers have been the vested beneficiaries through the competitions between authorized channels and gray markets, they have not attained adequate quality guaranties and after-service all the while. Notwithstanding, gray market has hence gone from strength to strength at all times. Confronting with gray markets’ substantially dilations, scholars and managers have attempted to impede its expansions from legal means and supply restraints, but the efficacy of those actions has not conformed to stakeholders’ expectations.
Discarding these mentioned contentions, this treatise ascertained this theme on the perspective of consumers’ purchasing behavior. Extant theses on consumers’ shopping behavior intentions are mostly relying on single channel, comparatively, we contrast them between authorized channels and gray markets, and hence come up with some appropriate conclusions about how consumers’ purchasing intentions were moderated alternatively by authorized channels and gray markets.
In this study, we took convenient sampling to collect questionnaire data from northern to southern Taiwan. Totally, 430 questionnaires were distributed, and after deducting 69 invalid ones, we had 361 valid questionnaires to analyze.
We implemented this empirical study drawing support from two applied software: Statistica 6.0 and Lisrel 8.7. Our conclusions are excerpted as following:
(1) The perceived quality positively affects the perceived value, and the consumers’ purchasing intentions would be more strongly when perceived value is reinforced. But, the positive relationship between perceive quality and perceived value will not be moderated by the difference of channels.
(2) When the perceived quality is reinforced, it will reduce consumers’ perceived risk, but the negative relationship between perceive quality and perceived risk is not moderated by different channels.
(3) When the perceived risk is reinforced, it would lower consumers’ perceived value, and the inference is more significant in gray markets than in authorized channels.
(4) When the perceived risk is reinforced, it would diminish consumers’ purchasing intentions and the inference is more significant in gray markets than in authorized channels.
(5) The positive relationship between price consciousness and purchasing intentions is not statistically significant in gray markets; however, the negative relationship between price consciousness and purchasing intentions is significantly supported in authorized channels.
(6) When the consumers’ perceived risk is reinforced, it would not evidently debase consumers’ price consciousness, so the inference of significant moderate effect between authorized channels and gray markets is not tenable.

-目次-
論文摘要......... V
ABSTRACT........ VII
致謝............. IX
-目次-........... X
-表目次-......... XII
-圖目次-......... XIII
第一章 緒論....... 1
第一節........... 1
第二節 研究目的.... 4
第三節 研究流程.... 4
第二章 文獻探討... 5
第一節 灰色市場與平行輸入 5
第二節 知覺品質... 14
第三節 知覺價值...........20
第四節 知覺風險.... 24
第三章 研究設計.... 31
第一節 研究架構... 31
第二節 研究假設... 32
第三節 變數定義與衡量......36
第四節 測量工具...........39
第五節 資料分析方法........42
第六節 信度與效度分析......43
第四章 資料分析...........46
第一節 敘述性統計分析......46
第二節 研究假設在LISREL線性結構關係模式下驗證結果....53
第五章 研究結論與建議......58
第一節 研究結果與發現......59
第二節管理意涵............63
第三節 後續研究建議........65
參考文獻.................66
一、中文部分..............66
二、英文部分..............68
附錄一：本研究之正式問卷（授權通路）....75
附錄二：本研究之正式問卷（灰色市場）....79
附錄三：授權通路與灰色市場之樣本結構分析表....83
附錄四:各變數構面題項之負荷量（Λ）、T檢定值與複合信度（CR）....85



















-表目次-
表3- 1：知覺品質之衡量項目 36
表3- 2：知覺價值之衡量項目 37
表3- 3：知覺風險之衡量項目 37
表3- 4：價格意識之衡量項目 38
表3- 5：購買意願之衡量項目 38
表3- 6：量表之品牌預試 39
表3- 7：預試問卷發放回收表 40
表3- 8：預試問卷研究構面之CRONBACH’S Α信度分析 40
表3- 9：正式問卷發放回收表 41
表3- 10：各變項之驗證性因素分析結果 44
表3- 11：各構面之收斂效度檢定 45
表3- 12：構面間之路徑係數與標準誤 45

表4- 1：樣本結構分析表N=361 47
表4- 2：授權通路各構面問項平均數 N=179 49
表4- 3：灰色市場各構面問項平均數 N=182 50
表4- 4：相關係數矩陣表 51
表4- 5：假設路徑驗證結果 54
表4- 6：購買通路之干擾效果彙整表 55

表5- 1：本研究之研究假設驗證結果彙整表 58







-圖目次-
圖1- 1：本研究之研究流程圖 4

圖2- 1：國際的經銷商轉移通路 9
圖2- 2：本國經銷商轉移通路 10
圖2- 3：零售商地位改變的通路 10
圖2- 4：平行輸入的出現 13
圖2- 5：知覺品質因果模式 18
圖2- 6：認知價值組成成分圖 21
圖2- 7：知覺品質、知覺價格與知覺價值概念性架構圖 22
圖2- 8：消費者的價格、品質與價值認知模型 23
圖2- 9：消費者行為之風險承擔圖 27
圖2- 10：消費者之內部價格標準 30

圖3- 1：本研究之研究架構圖 31

圖4- 1：本研究理論模式驗證結果之路徑圖 56
圖4- 2：本研究之授權通路路徑圖 57
圖4- 3：本研究之灰色市場路徑圖 57

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