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研究生:蘇瑜琳
研究生(外文):Yu-Ling Su
論文名稱:消費者購買自有品牌之風險降低策略-以量飯店為例
指導教授:杜富燕杜富燕引用關係
指導教授(外文):Fu-Yann Duh
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際企業研究所碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:104
中文關鍵詞:自有品牌購買意願風險降低策略量販店知覺風險
外文關鍵詞:private brandpurchasing intentiondiscount storerisk reduction strategiesperceived risk
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近年來,市場上各量販店競爭激烈,業者為了吸引消費者購買,推出自有品牌。而隨著國內大型量販店的引入,業者對於自有品牌的推出更加積極。消費者對於自有品牌的認知也越來越多。

自有品牌的產生現已逐漸影響社會大眾的消費型態。而當消費者在購買自有品牌時會產生那些知覺風險?這些風險是否會影響消費者的購買意願?消費者會採用哪些策略來降低這些風險?風險採用的多寡,是否會降低風險知覺程度,並再一步提升購買意願?而這些知覺風險、購買意願與風險降低策略是否受到產品類別、商店別、自有品牌態度、人口統計變數與心理統計變數所影響?為探討以上問題,本研究利用問卷的方式來蒐集資料以分析這些問題。本研究所得之重要結論如下:

(1)當財務風險、績效風險和心理風險越高時,消費者的購買意願越低。
(2)知覺風險與風險降低策略有典型相關。且當採用越多風險降低策略時,風險降低程度越多。
(3)消費者對於家電用品有較高知覺風險,較低的購買意願,且較傾向使用銷售人員建議此策略
(4)對於萬客隆所推出的自有品牌較不頃向使用包裝說明與免費試用等策略。
(5)對自有品牌態度較高之消費者有較低之知覺風險、較高之購買意願與使用較多風險降低策略。
(6)男性之社會風險較高,年齡較大、所得較高之消費者所知覺到的風險較高。年齡越大、教育程度較低、收入較高之消費者會採用越多之風險降低策略。購買自有品牌頻率越多之消費者有較低之知覺風險、較高之購買意願與使用較多的風險降低策略。
(7)不同心理統計變數之消費者:價格導向型、精打細算型與品質導向型消費者有不同之知覺風險、購買意願與風險降低策略。
Lately, competition is fierce in every industry. In order to attract consumers to purchase products, firms develop their private brands. As the foreign big discount stores come to Taiwan, the firms are more aggressive to develop the private brands. Nowadays, the consumers have known more about private brands.

Private brands has influenced a lot on consumers’ purchasing styles now. We wonder what kinds of perceived risks would they have when purchasing private brands? Would these risks influence their purchasing intention? What kinds of risk reduction strategies would they use? Do the more strategies they use, the less risk they would have? Then, weather the purchasing intention is increased by the reduced- risk? Besides, would different product categories, discount stores, private brand attitude of consumers, people statistical variables, and psychological variables influence perceived risk, purchasing intention, and perceived risk reduction strategies? In order to answer the al questions deeply, we use questionnaires to collect information and analyze these problems.
The main results of this research are as follows:
(1.)When financial risk, performance risk, and psychological risk are high, consumers’ purchasing intention is low.
(2.)There is canonical relationship between perceived risk and risk reduction strategies.The more strategies the consumers use, the less risk would they have.
(3.)Consumers feel riskier when purchasing electronic goods, have lower purchasing intent, and use less risk reduction strategies.
(4.)They use less strategies in purchasing Macro’s private brand goods.
(5.)Those who have good impression of private brand have less perceived risk, higher purchasing intention and use more risk reduction strategies.
(6.)Male have higher social risk; elder people or high salary people have higher perceived risk and lower purchasing intent; elder people, less educated people or high salary people use more strategies. Those consumers who buy private brand frequently have less perceived risk, higher purchasing intention and use more risk reduction strategies.
(7.)People with different psychological variables, including price-oriented, quality oriented, and choosey consumers, have different perceived risk, and risk reduction strategies.
第一章 緒論------------------------------------ 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4

第二章 文獻探討-------------------------------- 5
第一節 自有品牌 5
第二節 消費者知覺風險 6
第三節 產品類別對自有品牌的影響 16
第四節 商店別對自有品牌的影響 19
第五節 自有品牌態度對自有品牌的影響 23
第六節 人口統計變數對自有品牌的影響 24
第七節 心理統計變數對自有品牌的影響 27

第三章 研究方法--------------------------------30
第一節 研究架構 30
第二節 研究假設 32
第三節 變數的定義 33
第四節 問卷設計 36
第五節 研究對象界定 39
第六節 資料分析方法 40

第四章 實證結果與分析 43
第一節 樣本基本資料分析 43
第二節 問卷之信度與效度 46
第三節 知覺風險、購買意願、風險降低策略、風險降低程度、
各構面之基本特性分析 47
第四節 知覺風險、購買意願、風險降低策略、風險降低程度、
各構面之間的相互關係 49
第五節 產品類別對知覺風險、購買意願與風險降低策略之影響 55
第六節 商店別對知覺風險、購買意願與風險降低策略之影響 56
第七節 自有品牌態度高低對知覺風險、購買意願與風險降低策略
之影響 59
第八節 人口統計變數對知覺風險、購買意願與風險降低策略之
影響 60
第九節 心理統計變數對知覺風險、購買意願與風險降低策略之
影響 68

第五章 結論與建議 76
第一節 結論 76
第二節 建議 81

文獻探討 84
附錄一:家樂福自有品牌之問卷 90
附錄二:萬客隆自有品牌之問卷 93
附錄三:大潤發自有品牌之問卷 96
附錄四:吉安愛買自有品牌之問卷 99
附錄五:特易購自有品牌之問卷 102
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1. 產品種類、品牌知名度、參考價格與涉入程度對消費者購買意願的影響
2. 產品總類品牌知名度參考價格與涉入程度對銷費者購買意願之影響
3. 網路購物消費者降低知覺風險之研究-
4. 全球資訊網之媒體特性對線上購買意圖的影響─消費者涉入型態與知覺風險干擾效果之探討
5. 資訊策略對網路行銷廣告效果之影響-WWW購物網站之實驗室研究
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8. 不同廣告類型與產品涉入對廣告效果之影響----以運動鞋、運動飲料平面廣告為例
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10. 商店形象與自有品牌形象對自有品牌知覺風險、知覺品質、知覺價值與購買意願之影響-以大型量販店為例
11. 生活型態、產品屬性與購買情境對消費者涉入與購買意願之影響-以女性化妝品為例
12. 典型相關及驗證性因素分析和灰色系統理論應用於地質因子影響地下水位變化之研究
13. 零售商模仿品對消費者混淆與購買意願之影響
14. 考慮產品涉入程度下知覺風險對周邊商品之廣告訊息、資訊搜尋及購買意願之影響
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