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研究生:王怡民
研究生(外文):Yi-Ming Wang
論文名稱:消費者對於商店品牌態度與購買行為關聯之研究
論文名稱(外文):A Study on the Relationship between Consumers’ Attitude Toward Store Brand and Purchasing Behavior
指導教授:朱國光朱國光引用關係
指導教授(外文):Kuo-Kuang Chu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
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:123
中文關鍵詞:促銷群連鎖零售商品牌態度商店品牌
外文關鍵詞:promotion groups.chain retailersbrand attitudestore brand
相關次數:
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由於全球零售業競爭日趨激烈,全球經濟不景氣影響下,商店/自有品牌成為大型零售連鎖店為保護利潤之策略,而台灣今年已進入全球貿易組織,商店品牌將成為通路商掌握通路權力表現,而國內研究相關研究仍限於商店印象、通路特性或是品牌權益等,而非以消費者觀點來探討之。
本研究之旨趣為探討影響消費者的商店品牌態度之因素構面與其關聯性,以價格意識、促銷傾向與心理構念三種心理潛藏相關因素討論之,並採用配額抽樣方式在北高兩市與人員街頭攔截訪談方式,得有效問卷488份。重要研究發現:商店品牌態度是預測購買金額最有效的效標變項,並利用集群分析技術以態度、價格-品質知覺與一般促銷傾向為準則將市場區分出四種區隔,分別為重視促銷活動向群、商品品牌導向群、不重視商店品牌與促銷群及商店品牌潛力群,利用單因子多變量變異數分析顯示此四集群在態度、購買金額上具有顯著差異性,各區隔對於促銷型式偏好大不相同:1.重視促銷活動向群的家庭收入偏低,已婚且小孩6歲以下,較重視直接獲得價格折扣的促銷活動。2.商品品牌導向群之收入為中等,以自營商店與家庭主婦為主要購買者,約4-6人共同居住,偏好價格折扣與特殊店內展示促銷方式。3.不重視商店品牌與促銷群:年齡以31-35歲居多,教育程度為大專以上,存有高度價格品質推論與品牌忠誠度,會關心非價格折扣促銷。4.商店品牌潛力群:收入以50,000-69,999元間,教育程度以大專以上,重視非價格折扣促銷,會受到優待券促銷的吸引,本研究並使用單因子變異數分析與卡方檢定驗證:不同的消費者區隔在人口統計變數上有顯著的差異,進一步發現不同的消費者區隔在態度評估與購買金額也有顯著不同,本研究建議最後對於不同區隔採合宜的促銷方式,現行仍提供實用/經濟性促銷增進對商店品牌之知覺利益,最後並指出研究限制及未來研究方向。
The global retail industry is becoming more competitive than ever. The slow world economy and a cautious consumer attitude about expenses turned store brand and private brand into strategies that major chain retailers employ to protect their profit. This year, Taiwan entered the WTO. Store brand will come to represent the distributors’ control over the retail channels. The current store brand related researches in Taiwan are still limited to store image, channel characteristics, or brand rights instead of from a consumers’ viewpoint.
The purpose of this research is to discuss the factors and their interrelations, which may influence the consumers’ attitudes toward the store brands. Literature review has led to three latently related constructs: price perceptions, deal proneness, and psychological constructs. A sample is obtained by random quota selection method in Taipei and Kaoshiung. Survey questionnaires were distributed on the streets, and received 488 copies of effective questionnaires.
Important research discovery: the research discovered that store brand attitude is the most effective indicative variable in estimating the purchase amount. Through the cluster analysis technique, the market is segregated into four segments by attitude, price-quality perception, and general promotion proneness: promotion-orientated group, store brand-orientated group, careless of store brand and promotion group, and store brand potential group. 1-way MANOVA indicated that significant differences exist in the attitude and purchasing amount of these four groups. Each segment has different preferred promotion style: 1. Families in the promotion —orientated group tend towards a lower income, married, with children under 6 years old. They are more concerned about promotion events that offer direct price discount. 2. The income of the store brand-orientation group is between NT$50,000-69,999, and the group consists mainly of self-owned stores and housewives as the main purchasers. 4-6 people live together, and prefer promotional methods of price discount and special display in the store. 3. Careless of store brand and promotion group: their age is between 31-35, and the education level is mostly college and above. They have a highly developed price-quality theory, and brand loyalty. They are concerned with non-price discount promotions. 4.Store brand potential group: the income is between NT$50,000-69,999, and the education level is mostly college and above. They place an emphasis on non-price discount promotion, and they are attracted by promotion coupons. The research uses one-way ANOVA and Chi-square test for verification: significant differences exist in the democratic variables of different consumption segments. It is further discovered that significant differences also exist in the attitude evaluation and purchase amount of different consumption segments. The research finally suggests that appropriate deal proneness methods have to be adapted for each segment, and the current suggestion is to offer utilitarian and economical promotion benefits, to increase the conceptualized benefit of the store brands by consumers. Finally, the limitation and further research direction of the thesis is discussed.
目 錄

中文摘要I
英文摘要II
誌謝IV
目錄V
圖目錄VII
表目錄VIII
第一章 緒論1
第一節 研究背景與動機1
第二節 研究問題3
第三節 研究目的4
第四節 研究範圍5
第五節 研究流程6
第二章 相關理論與文獻探討8
第一節 商店品牌意義與研究8
第二節 價格理論相關理論18
第三節 促銷相關理論與基礎27
第四節 心理構念39
第五節 品牌態度44
第三章 研究方法50
第一節 研究架構50
第二節 研究假設52
第三節 變數的定義與衡量56
第四節 前測執行62
第五節 抽樣方法65
第六節 資料分析方法68
第四章 資料分析與討論72
第一節 基本資料分析72
第二節 信度與效度分析77
第三節 商店品牌商品態度之分析82
第四節 消費區隔之集群分析87
第五節 商店品牌消費區隔差異分析92
第六節 人口統計變數在態度與相關變數的關聯98
第五章 結論與建議104
第一節 研究結論104
第二節 行銷涵意108
第三節 研究建議109
第四節 研究限制111
第五節 未來研究方向112
參考文獻113
附錄一 正式問卷120
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