臺灣博碩士論文加值系統

近年來台灣便利商店在民眾的生活中扮演著相當重要的角色，其自有品牌的發展也相當迅速，發展自有品牌已不再是大型量販店的專利。便利商店發展自有品牌將帶來更高的邊際利益。然而回顧國內過去相關研究，多以量販店自有品牌作為探討焦點，此外，過去許多研究僅以消費者的外部特性或心理特徵來探討對自有品牌的態度及購買意圖，但卻忽略了商品的外部線索也會影響消費者的購買決策。
本研究將試圖從便利商店業態的角度切入來對自有品牌進行探討，並以消費者的心理特徵與商品外部線索中關鍵變數之一的商店印象，來探討消費者對於便利商店自有品牌的態度與購買意圖，期望能對學術與實務界有所貢獻。本研究針對7-ELEVEn與全家便利商店18歲以上之消費者，採用便利抽樣法進行問卷發放，並透過SPSS 15.0統計套軟體進行實證。實證結果指出，消費者的心理特徵以及商店印象皆會影響其對自有品牌的態度，研究結論如下：
一、 消費者的心理特徵會影響其對自有品牌的態度。當價格意識、價值意識和創新性越高時，對自有品牌態度就會越好；當知覺品質差異越大時，對自有品牌態度則越差。
二、 商店印象對自有品牌態度有顯著的影響。當消費者對便利商店的商店印象越好，其對自有品牌的態度就會越好。影響自有品牌態度較重要的商店印象構面為價格、促銷、服務水準、商品品質與種類。此實證結果將提供便利商店業者在發展自有品牌的同時，也能了解所需著重的商店印象重點。

In recent years, the Convenience Stores in Taiwan are playing the quite important role in our life and the private brand has developed rapidly. Private label products can generate higher margins, increase control over shelf space, and get greater bargaining power in the channel of distribution. Therefore, the key points for Convenience Stores are to understand consumer attitudes and purchasing intention for private brand product. Most of the researches in the past were focused on demographic characteristics or psychological characteristics of Hyper Markets but ignored the product external characteristics which also influenced consumers’ attitudes.
The purposes of this study are to propose a model that integrates consumer psychographic characteristics and store image of product external characteristics toward private brand attitude and purchase intention, and to test the store image in two Convenience Stores (7-ELEVEn and Family Mart). The research sample is more than 18 years old who has purchases in 7-ELEVEn and Family Mart with questionnaire survey and then analyze it with SPSS 15.0 for Windows statistical software. Results of this study showed that both consumer psychographic characteristics and store image have predicted private brand attitude. The main research findings are as follows:
1. Consumer psychographic characteristics can influence private brand attitude. When price consciousness, value consciousness, and innovativeness are higher, their attitude for private brand would also be better; when perceived quality variation is higher, their attitude for private brand would also be worse.
2. Store image have a significant effect on private brand attitude. When store image in convenience store is higher, their private brand attitude is better. The Primary antecedents of store image to private brand attitude are price, promotion, service, product quality and category.
Finally, the article concludes with implications for Convenience Store, and directions for future research.

誌謝 I
中文摘要 II
英文摘要 III
目錄 IV
表目錄 VI
圖目錄 VII
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的與範圍 6
第四節 研究流程 7
第五節 論文構成 8
第貳章 文獻探討 9
第一節 自有品牌 9
第二節 消費者心理特徵 12
第三節 商店印象 19
第四節 自有品牌態度與購買意圖 29
第參章 研究方法 31
第一節 研究架構 31
第二節 研究假設 32
第三節 變數之操作型定義及衡量 33
第四節 問卷設計及前測 43
第五節 研究分析方法 45
第肆章 資料分析與假設驗證 46
第一節 樣本結構分析 46
第二節 信效度分析 49
第三節 假設檢定 55
第伍章 研究結論與建議 60
第一節 理論意涵 60
第二節 實務意涵 63
第三節 研究限制及未來研究建議 65
參考文獻 67
附錄 74

一、中文部分
1.林震岩，2007，多變量分析SPSS的操作與應用，智勝文化，台北。
2.邱皓政，2006，量化研究與統計分析－SPSS中文視窗版資料分析範例解析，第三版，五南圖書出版有限公司，台北。
3.野口智雄，1996，價格破壞時代的自營品牌策略(劉玫芬譯)，中國生產力中心，臺北。(原著出版於1995)
4.流通快訊雜誌，2008/5/10，第26頁，2008年4月份《台灣連鎖便利商店》店數統計表。
二、網站部分
1.AC尼爾森2007年「消費者購物行為調查」報告，http://tw.cn.acnielsen.com/site/news20080416.shtml，檢閱日期：2008/5/25。
2.http://www.plma.com，檢閱日期：2008/5/12。
三、英文部分
1.Ailawadi, K. L., S. A. Neslin, and K. Gedenk (2001), “Pursuing the Value-Conscious Consumer: Store Brands Versus National Brand Promotions,” Journal of Marketing, 65(1), 71-89.
2.Ajzen, I., and M. Fishben (1980), Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice-Hall.
3.Allison, R. I. and K. P. Uhl (1964), “Influence of beer brand identification on taste perception,” Journal of Marketing Research, 1(3), 36-39.
4.Amirani, S. and R. Gates (1993), “An Attribute-Anchored Conjoint Approach to Measuring Store Image,” International Journal of Retail & Distribution Management, 21(5), 30–39.
5.Bagozzi, R. P. and R. E. Burnkrant (1979), “Attitude Organization and The Attitude-Behavior Relationship,” Journal of Personality and Social Psychology, 37(6), 913-929.
6.Batra, R. and I. Sinha (2000), “Consumer-Level Factors Moderating the Success of Private Label Brands,” Journal of Retailing, 76(2), 175-191.
7.Bell, S. J. (1999), “Image and Consumer Attraction to Intraurban Retail Areas: An Environmental Psychology Approach,” Journal of Retailing and Consumer Services, 6(2), 67-78.
8.Bellizzi, J. A., H. F. Krueckeberg, J. R. Hamilton, and W. S. Martin(1981), “Consumer Perception of National, Private, and Generic Brands,” Journal of Retailing, 57(4), 56-70.
9.Berman, B. and J. R. Evans (1998), Retail Management: A Strategic Approach, 6th ed., NJ: Prentice-Hall.
10.Bettman, J.R. (1974), “Relationship of Information-Processing Attitude Structures to Private Brand Purchasing Behavior,” Journal of Applied Psychology, 59, 79-83.
11.Boulding, K. E. (1956), “The Image,” Ann Arbor, Mich.: The University of Michigan Press.
12.Burger, P. C. and B. Schott (1972), “Can Private Brand Buyers Be Identified?” Journal of Marketing Research, 9(2), 219-222.
13.Burton, S., D. R. Lichtenstein, R. G. Netemeyer, and J. A. Garretson (1998), “A Scale for Measuring Attitude Toward Private Label Products and an Examination of Its Psychological and Behavioral Correlates,” Journal of the Academy of Marketing Science, 26(4), 293-306.
14.Collins-Dodd, C. and T. Lindley (2003), “Store Brands and Retail Differentiation: The Influence of Store Image and Store Brand Attitude on Store Own Brand Perceptions,” Journal of Retailing and Consumer Services, 10(6), 345-352.
15.Corstjens, M. and R. Lal (2000), “Building Store Loyalty through Store Brands,” Journal of Marketing Research, 37(3), 281-291.
16.Cunningham, I. C. M., A. P. Hardy, and G. Imperia (1982), “Generic Brands Versus National Brands and Store Brands,” Journal of Advertising Research, 22(5), 25-32.
17.Dhar, S. K. and S. J. Hoch (1997), “Why Store Brand Penetration Varies by Retailer,” Marketing Science, 16(3), 208-228.
18.Dick, A., A. Jain, and P. Richardson (1995), “Correlates of Store Brand Proneness: Some Empirical Observations”, Journal of Product & Brand Management, 4(4), 15-22.
19.Dodds, W. B., K. B. Monroe, and D. Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, 28(3), 307-319.
20.Engel, J. F. and R. D. Blackwell (1982), Consumer Behavior, New York: Dryden Press.
21.Engel, J. F., R. D. Blackwell, and P. W. Miniard (1990), Consumer Behavior, 6th ed., Chicago, IL: The Dryden Press,
22.Fishbein, M. and I. Ajzen(1974), “Belief, Attitude, Intention, Behavior: An Introduction to Theory and Research,” Reading, MA: Addison-Wesley.
23.Fisk, G. (1961), “A Conceptual Model for Studying Customer Image,” Journal of Retailing, 37(4), 1-8.
24.Garretson, J. A., D. Fisher, and S. Burton (2002), “Antecedents of Private Label Attitude and National Brand Promotion Attitude: Similarities and Differences,” Journal of Retailing, 78(2), 91-99.
25.Garvin, D. A.(1983), “Quality on the Line,” Harvard Business Review, 61(5), 64-75.
26.Ghosh, B. K. (1990), “Equipment Investment Decision Analysis in Cellular Manufacturing,” International Journal of Operations and Production Management, 10(7), 5-20.
27.Goldsmith, R. E., J. B. Freiden, and J. K. Eastman (1995), “The Generality/Specificity Issue in Consumer Innovativeness Research,” Technovation, 15(10), 601-611.
28.Granzin, K. L. (1981), “An Investigation of the Market for Generic Products,” Journal of Retailing, 57(4), 39-55.
29.Grewal, D., R. Krishnan, J. Baker, and N. Borin（1998）, “The Effect of Store Name, Brand Name, and Price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of Retailing, 74(3), 331-352.
30.Guielford, J.P.（1965）, Fundamental Statistics in Psychology and Education, New York：McGraw-Hill.
31.Hair, Anderson, Tatham & Black. (1992), Multivariate data analysis with readings (3/e), Macmillian Publishing Company.
32.Hirschman, E. C., B. Greenberg, and D. H. Robertson (1978), “The Intermarket Reliability of Retail Image Research: An Empirical Examination,” Journal of Retailing, 54(1), 3–12.
33.Hoch, S. J. (1996), “How Should National Brands Think About Private Labels?” Sloan Management Review, 37(2), 89-102.
34.Hoch, S. J. and S. Banerji (1993), “When Do Private Labels Succeed?” Sloan Management Review, 34(4), 57-67.
35.James, D. L., R. M. Durand, and R. A. Dreves (1976), “The Use of a Multi-Attribute Attitude Model in a Store Image Study,” Journal of Retailing, 52(2), 23-32.
36.Jin, B. and Y. G. Suh (2005), “Integrating Effect of Consumer Perception Factors in Predicting Private Brand Purchase in a Korean Discount Store Context,” The Journal of Consumer Marketing, 22(2), 62-71.
37.Kaiser, H. F. (1974), “An Index of Factorial Simplicity,” Psychometrika, 39, 31-36.
38.Kamins, M. A. and L. J. Marks（1991）, “The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands, ” Journal of the Academy of Marketing Science, 19(3), 177-185.
39.Kirk, J. (1992), “The new status symbols,” Adweek, 5, 38-39.
40.Kotler, P. and G. Armstrong (1996), Principles of Marketing, 7th ed., Englewood, NJ: Prentice Hall.
41.Kunkel, J. H. and L. L. Berry (1968), “A Behavior Conception of Retail Image,” Journal of Marketing, 32(4), 21-27.
42.Levy, M. and B. A. Weitz (2006), Retailing Management, 6e, McGraw-Hill.
43.Lichtenstein, D. R., N. M. Ridgway, and R. G. Netemeyer (1993), “Price Perceptions and Consumer Shopping Behavior: A field Study,” Journal of Marketing Research, 30(2), 234-245.
44.Lichtenstein, D. R., R. G. Netemeyer, and S. Burton（1990）, “Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective,” Journal of Marketing, 54(3), 54-67.
45.Lindquist, J. D. (1974), “Meaning of Image,” Journal of Retailing, 50(4), 29-38.
46.Livesey, F. and P. Lennon（1978）, “Factors Affecting Consumers’ Choice between Manufacturer Brands and Retailer Own Brands,” European Journal of Marketing, 12(2), 158-170.
47.Mazursky, D., and J. Jacoby (1986), “Exploring the Development of Store Images,” Journal of Retailing 62(2), 145-165.
48.Manning, K. C., W. O. Bearden, and T. J. Madden (1995), “Consumer Innovativeness and the Adoption Process,” Journal of Consumer Psychology, 4(4), 329-345.
49.Martineau, P. (1958), “The Personality of A Retail Store,” Harvard Business Review, 36, 47-55.
50.McGoldrick, P. J. (1984), “Grocery Generics- an Extension of the Private Label Concept,” European Journal of Marketing, 18(1), 5-24.
51.McMaster, D. (1987), “Own Brands and the Cookware Market,” European Journal of Marketing, 21(1), 83-94.
52.Midgley, D. F., and G. R. Dowling (1978), “Innovativeness: The Concept and Its Measurement,” Journal of Consumer Research, 4(4), 229-242.
53.Midgley, D. F., and G. R. Dowling (1993), “A Longitudinal Study of Product form Innovation: The Interaction Between Predispositions and Social Messages,” Journal of Consumer Research, 19(4), 611-625.
54.Oxenfeldt, A. R. (1974), “Developing a Favorable Price-Quality Image,” Journal of Retailing, 50(4), 8-14.
55.Raju, J. S., R. Sethuraman, and S. K. Dhar (1995), “The Introduction and Performance of Store Brands,” Management Science, 41(6), 957-978.
56.Richardson, P. S., A. S. Dick, and A. K. Jain (1994), “Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality,” Journal of Marketing, 58(4), 28-36.
57.Richardson, P. S., A. K. Jain, and A. S. Dick (1996), “Household Store Brand Proneness: A Framework,” Journal of Retailing, 72(2), 159-185.
58.Rogers, E. E. (1983), Diffusion of Innovations, 3rd ed., New York: The Free Press.
59.Roselius, R. (1971), “Consumer Ranking of Risk Reduction Methods,” Journal of Marketing, 35(1), 56-61.
60.Rothe, J. T. and L. M. Lamont (1973), “Purchase Behavior and Brand Choice Determinants,” Journal of Retailing, 49(3), 19-33.
61.Schiffman, L. G. and L. L. Kanuk (2000), Consumer Behavior, 7th ed., Prentice Hall.
62.Semeijn, J., A. C. R. van Riel, and A. B. A. Beatriz Ambrosini (2004), “Consumer Evaluations of Store Brands: Effects of Store Image and Product Attitudes,” Journal of Retailing and Consumer Services, 11(4), 247-258.
63.Sethuraman, R. and C. Cole (1999), “Factors Influencing the Price Premiums that Consumers Pay for National Brands over Store Brands,” Journal of Product & Brand Management, 8(4), 340-351.
64.Sinha, I. and R. Batra (1999), “The Effect of Consumer Price Consciousness on Private Label Purchase,” International Journal of Research in Marketing, 16(3), 237-251.
65.Sirohi, N., E. W. McLaughlin, and D. R. Wittink (1998), “A model of Consumer perceptions and store loyalty intentions for a supermarket retailer,” Journal of Retailing, 74(2), 223-245.
66.Steenkamp, J.-B. E. M. (1990), “Conceptual Model of the Quality Perception Process,” Journal of Business Research, 21(4), 309-333.
67.Steenkamp, J.-B. E. M., F. Hofstede, and M. Wedel (1999), “A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness,” Journal of Marketing, 63(2), 55-69.
68.Stephenson, P. R. (1969), “Identifying Determinants of Retail Patronage,” Journal of Marketing, 33(3), 57-61.
69.Thang, D. C. L. and B. L. B. Tan (2003), “Linking Consumer Perception to Preference of Retail Stores: An Empirical Assessment of the Multi-Attributes of Sore Iage,” Journal of Retailing and Consumer Services,10(4), 193-200.
70.Vahie, A. and A. Paswan (2006), “Private Label Brand Image: Its Relationship with Store Image and National Brand,” International Journal of Retail & Distribution Management, 34(1), 67-84.
71.Wong, G. K.M. and L. Yu (2003), “Consumers’ Peception of Store Image of Joint Venture Shopping Centers: First-Tire versus Second-Tire Cities in China,” Journal of Retailing and Consumer Services, 10(2), 61-70.
72.Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52(3), 2-22.
73.Zimmer, M. R. and L. L. Golden (1988), “Impressions of Retail Store：A Content Analysis of Consumer Image,” Journal of Retailing, 64(3), 235-236.