臺灣博碩士論文加值系統

跨國量販店業者間的競爭日益激烈，跨國量販店業者為提高營業額積極發展自己的品牌，並期望在品牌投資上獲得良好的績效。而私有品牌的不僅增加消費者的購買商品的選擇，進而會影響消費者的購買意願，但是在購買的過程中，也會受到知覺商店形象與私有品牌產品品質的影響。
因此，本研究以跨國企業量販店消費者為研究對象，探討知覺商店形象知覺與私有品牌產品知覺品質是否會影響私有品牌產品購買意願。
研究結果如下：
1.知覺商店形象愈高時，私有品牌產品知覺品質也會相對提高。
2.私有品牌產品知覺品質愈高，會提高私有品牌產品的購買意願。
3.知覺商店形象愈高，私有品牌產品的購買意願會相對的提高。
4.私有品牌產品知覺品質為知覺商店形象與私有品牌產品購買意願之中介變數。

There are more and more hypermarkets of multinational corporations develop private brands, and they hope to create the value from the private brands. This study is an examination of the effect among perceived store image, perceived quality of private brand product and private brand product purchase intention in hypermarkets of multina-tional corporations.
Investigation result as follows:
1. The degree of perceived store image is higher, the perceived
quality of private brand product is higher.
2. The degree of the perceived quality of private brand product is
higher, the degree of private brand product purchase intention is
higher.
3. The degree of perceived store image in hypermarkets of multina-
tional corporations is higher, the degree of private brand
product purchase intention of hypermarkets of multinational
corporations is higher.
4. Perceived quality of private brand product mediates the
relationship between perceived store image and private brand
product purchase intention.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究目的．．．．．．．．．．．．．．． 3
第三節　　研究範圍與對象．．．．．．．．．．．． 4
第四節　　研究流程．．．．．．．．．．．．．．． 4
第二章　　文獻探討．．．．．．．．．．．．．．．．． 6
　　第一節　　私有品牌．．．．．．．．．．．．．．． 6
　　第二節　　知覺商店形象．．．．．．．．．．．．． 11
　　第三節　　私有品牌產品知覺品質．．．．．．．．． 12
　　第四節 私有品牌產品購買意願．．．．．．．．． 13
第三章　　研究方法．．．．．．．．．．．．．．．．． 14
　　第一節　　研究架構．．．．．．．．．．．．．．． 14
　　第二節　　研究假設與推論．．．．．．．．．．．． 15
　　第三節　　研究變數操作型定義及衡量．．．．．．．． 17
第四節　　資料蒐集方法．．．．．．．．．．．．． 20
第五節　　研究樣本．．．．．．．．．．．．．．． 20
第六節　　資料分析方法．．．．．．．．．．．．． 20
第七節　　前測．．．．．．．．．．．．．．．．． 22
第四章　　實證分析與結果．．．．．．．．．．．．．． 23
　　第一節　　信度分析．．．．．．．．．．．．．．． 23
　　第二節　　敘述性統計分析．．．．．．．．．．．． 24
第三節　　知覺商店形象與私有品牌產品知覺品質．． 32
第四節　　私有品牌產品知覺品質與私有品牌產品購
買意願．．．．．．．．．．．．．．．．． 33
第五節　　知覺商店形象與私有品牌產品購買意願．． 34
第六節　　私有品牌產品品質為知覺商店形象與私有
品牌產品購買意願之中介變數．．．．．． 35
第五章　　研究結論與建議．．．．．．．．．．．．．． 37
第一節　　實證結果與討論．．．．．．．．．．．． 37
第二節　　行銷實務意涵．．．．．．．．．．．．． 39
第三節　　研究限制．．．．．．．．．．．．．．． 40
第四節　　未來研究建議．．．．．．．．．．．．． 41
參考文獻　．．．．．．．．．．．．．．．．．．．．． 43
附錄　　正式問卷．．．．．．．．．．．．．．．．．． 53

表目錄
表 2- 1 私有品牌發展演進．．．．．．．．．．．．．．． 6
表 2- 2 各國私有品牌出現年代．．．．．．．．．．．．． 7
表 2- 3 私有品牌定義彙總表．．．．．．．．．．．．．． 8
表 2- 4 台灣跨國企業量販店私有品牌彙整表．．．．．．．10
表 3- 1 知覺商店形象衡量問項．．．．．．．．．．．．．17
表 3- 2 私有品牌產品知覺品質衡量問項．．．．．．．．．19
表 3- 3 私有品牌產品購買意願衡量問項．．．．．．．．．19
表 3- 4 前側信度分析．．．．．．．．．．．．．．．．．22
表 4- 1 研究變項之信度分析．．．．．．．．．．．．．．23
表 4- 2 研究變項之敘述性統計．．．．．．．．．．．．．24
表 4- 3 人口統計變數敘述統計分析．．．．．．．．．．．24
表 4- 4 性別對知覺商店形象、私有品牌產品知覺品質、私
有品牌產品購買意願之關係．．．．．．．．．．．27
表 4- 5 年齡對知覺商店形象、私有品牌產品知覺品質、私
有品牌產品購買意願之關係．．．．．．．．．．．28
表 4- 6 職業對知覺商店形象、私有品牌產品知覺品質、私
有品牌產品購買意願之關係．．．．．．．．．．．28
表 4- 7 婚姻狀況對知覺商店形象、私有品牌產品知覺品質
、私有品牌產品購買意願之關係．．．．．．．．．29
表 4- 8 教育程度對知覺商店形象、私有品牌產品知覺品質
、私有品牌產品購買意願之關係．．．．．．．．．30
表 4- 9 薪資對知覺商店形象、私有品牌產品知覺品質、私
有品牌產品購買意願之關係．．．．．．．．．．．30
表 4-10 陪伴者對知覺商店形象、私有品牌產品知覺品質、
私有品牌產品購買意願之關係．．．．．．．．．．31
表 4-11 人口統計變數對構面影響彙整表．．．．．．．．．31
表 4-12 知覺商店形象對私有品牌產品品質迴歸分析．．．．32
表 4-13 私有品牌產品知覺品質對私有品牌產品購買意願
迴歸分析．．．．．．．．．．．．．．．．．．．33
表 4-14 知覺商店形象對私有品牌產品購買意願迴歸分析．．34
表 4-15 知覺商店形象與私有品牌產品品質對私有品牌產
品購買意願之迴歸分析．．．．．．．．．．．．．36
表 5- 1 假設實證結果彙整．．．．．．．．．．．．．．．37

圖目錄
圖 1-1 研究流程圖．．．．．．．．．．．．．．．．．． 5
圖 2-1 本研究之觀念性架構．．．．．．．．．．．．．．14

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