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研究生:熊伯元
研究生(外文):Spencer B. Shong
論文名稱:製造商品牌知覺與零售商知覺價值對購買行為之影響-以台灣汽油產業為例
論文名稱(外文):The Influence of Brand Perception of Manufacturers and Perceived Value of Retailers on Buying Behavior-The Case of Gasoline Industry in Taiwan
指導教授:侯嘉政侯嘉政引用關係
指導教授(外文):Jia-Jeng Hou Ph.D
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:管理研究所
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
中文關鍵詞:製造商品牌形象零售商屬性知覺品質知覺形象知覺價值
外文關鍵詞:Manufacturers’Brand ImageRetailers’ AttributesPerceived QualityPerceived ImagePerceived Value
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過去國內有關加油站或油品市場之研究,大多著重於服務品質與消費者滿意度方面的研究,然而汽油消費者所需求的不僅是服務品質,亦包括汽油品質、通路便利性及可靠的品牌。故本研究藉由回顧過去相關文獻,發現消費者在選擇加油站時,不單僅考量加油站的零售商屬性,同時亦將考慮加油站所銷售的油品品牌。
本研究主要以台灣油品市場為研究對象,深入探討消費者對製造商品牌形象與零售商屬性價值的知覺,以及對消費者購買意圖之影響。研究結果期能瞭解消費者在購買兼具實體性與無形性之產品時,所期望獲得的價值。而消費者的知覺價值係受製造商品牌之品質及零售商形象所影響,因此引用由Sweeny, Soutar and Johnson(2001)所發展的「PERVAL」量表,對於汽油消費者進行實證調查。研究結果可供台灣油品製造商(中國石油與台塑石油)作為建立品牌知覺及改善零售體制的參考基礎。
Value creation is widely discussed in the practitioner and is often a part of organizations’ mission statements and objectives. It is seen by many marketers as the key to long-term success. Consumer perceived value is and will continue to be a strategic imperative for manufacturers and retailers in the future. Despite this emphasizes, little research has addressed the value construct itself and there is no well-accepted value measure of whatsoever, even in the retail environment in which customers evaluate products before purchases.
The research is to attempt to examine an empirical study on gasoline industry in Taiwan. And also to measure the factors which influence consumers’ perceived value of purchasing gasoline or of receiving service. Thus, this research adopts the「PERVAL」scale (Sweeny, Soutar and Johnson, 2001), that is used to assess consumers’ perceived value of retail purchase situation. In this case the variables of the scale is alternated to fit the purchase situation of receiving a dual form offering, which includes the buying of gasoline and at the same time being serviced. The 「PERVAL」scale has a variety of potential applications and can serve as a measurement framework of different empirical researches.
The results obtained indicated that the manufacturers’ brand image and retailers’ image influenced consumer perceptions of value during the purchasing of gasoline and of receiving gasoline service. Further it was found that other than service quality, a variety of factors directly and indirectly influence the value perceived by gasoline consumers. And the use of these results can advise oil companies to upgrade perceived brand quality and to improve the retailing structure of gasoline stations.
目錄
目錄………………………………………………………………………….Ⅰ
圖目錄……………………………………………………………………….Ⅳ
表目錄……………………………………………………………………….Ⅴ
第一章、 前言…………………………………………………………... 1
第一節、 背景與動機…………………………………………………..1
第二節、 研究目的…………………………………………………….. 4
第二章、 文獻探討……………………………………………………..5
第一節、 製造商品牌之知覺品質…………………………………….. 6
一、 品牌的概念二、 品牌之功能三、 產品品牌之知覺品質評估
第二節、 零售商店屬性對其品牌知覺形象之影響…………………. 12
一、 產品品牌對於零售商品牌形象之影響二、 作為廠商與消費者的關係搭建,「服務形象」三、 零售通路中服務品質之重要性四、 零售商之銷售密度與位置便利性之影響
第三節、 產品的知覺品質對零售商之影響………………………….. 20
一、 一致性理論二、 品牌聯盟二、 品牌聯盟
第四節、 知覺價值之形成…………………………………………….. 24
一、 價值之定義二、 知覺價值的內在構面之探討
第五節、 知覺價值與購買意圖的關係連結……………………………. 30
第三章、 研究方法……………………………………………………. 31
第一節、 研究架構…………………………………………………….. 31
第二節、 研究假設之建構………………………………………………33
一、製造商品牌構面二、 產品知覺品質對整體零售商知覺形象之影響三、 零售商屬性對其品牌知覺形象之影響四、 知覺價值之形成五、 購買意圖構面
第三節、 研究對象及範圍…………………………………………….. 38
第四節、 各變數之操作性定義……………………………………….. 39
一、 製造商品牌.二、 零售商店之屬性三、 製造商品牌之知覺品質四、 零售商之知覺形象五、 知覺價值六、 購買意願
第五節、 問卷設計…………………………………………………….. 42
一、 品牌知名度與品牌知覺品質構面二、 零售商屬性與零售商之知覺形象三、 知覺價值四、 購買意圖
第六節、 抽樣設計…………………………………………………….. 47
第七節、 問卷發放作業及回收情況………………………………….. 47
第八節、 統計分析方法……………………………………………….. 47
第九節、 回收樣本之描述…………………………………………….. 49
第四章、 資料分析與結果討論……………………………………….. 54
第一節、 敘述統計…………………………………………………….. 54
第二節、 構面分析…………………………………………………….. 54
一、 製造商品牌
二、 製造商品牌之知覺品質
三、 零售業之屬性構面
四、 零售商之知覺形象
五、 知覺價值構面
六、 購買意圖
第三節、 研究構面之相關性衡量…………………………………….. 60
第四節、 知覺價值路徑形成之徑路分析…………………………….. 62
一、 製造商品牌與製造商品之知覺品質間的關係二、 零售商屬性及製造商品牌之知覺品質對零售商之 知覺形象的影響三、 零售商屬性各因素構面與零售商知覺形象間之 關係分析四、 製造商品牌之知覺品質與零售商知覺形象 對知覺價值之影響五、 影響準則變數購買意圖六、 路徑分析結論
第五節、 統計分析之結果討論……………………………………….. 72
第五章、 結果與建議………………………………………………….. 74
第一節、 理論驗證與管理意涵……………………………………….. 74
第二節、 行銷策略之建議…………………………………………….. 78
第三節、 研究限制及後續研究之建議……………………………… 82
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