臺灣博碩士論文加值系統

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

一、中文部分王明輝，2000，影響消費者購買自有品牌商品因素之研究─以外商在台零售量販通路為例，中國文化大學國際企業管理研究所未出版碩士論文。Thomas Herzog，1997，社會科學研究方法與資料分析，朱柔若譯，揚智文化出版，台北。Tomoo,Noguchi，1995，價格破壞時代自有商品戰略，劉玫芬譯，經濟部貿易局，台北。王保進，1999，視窗版SPSS與行為科學研究，心理出版社，台北。吳崑玉，2002，消費者心目中的四種心象市場，突破雜誌，198期，頁48-52，1月，。吳崑玉，2002，消費者理想品牌全台大調查，突破雜誌，198期，頁40-47，1月。李孟熹，1997，流通經營實戰策略，群泰企管公司出版，台北。李振祥，1996，價格認知與消費者購物行為關係之研究:以頂好惠康超市的消費者，中山大學企業管理研究所未出版碩士論文。沈玉瑛，2001，競爭策略與定價策略配合新產品績效影響之研究－以產品專利類型為分析，中原大學企業管理研究所未出版論文。周文賢，2001，多變量統計分析SAS/STAT之應用，智勝文化，台北。林嘉威，2000，品牌忠誠者之品牌認同研究：以運動鞋品牌NIKE為例，國立政治大學廣告研究所未出版碩士論文。邱譯賢，2000，連鎖零售商開發自有品牌策略之研究，國立成功大學企業管理研究所未出版碩士論文。范碧珍，2002，WTO掀起品牌保衛戰，突破雜誌，198期，頁52-65，1月。張世杰，1999，中小企業廠商進入大型連鎖零售商之因應之道，中正大學企管所未出版碩士論文。張淑青，2000，價格對於顧客滿意影響之研究-以觀光業為例，台北大學企業管理研究所未出版博士論文。張紹勳，2001，研究方法，滄海書局出版，台北。清水滋，1997，零售業管理，葉美莉譯，五南出版，台北。許展儒，1997，非價格促銷對消費者價格認知的影響，淡江大學管理科學研究所謂出版碩士論文。陳怡真，1997，商店品牌商品購買行為之決定因素，台灣大學商學研究所未出版碩士論文。陳建霖，1998，促銷對品牌權益影響之研究，國立雲林科技大學企業管理技術研究所未出版碩士論文。陳振燧，2000，產品概念策略、品牌命名策略和來源國效果影響品牌權益建立之研究，管理評論，19卷，7期，頁35-56，5月。黃俊英，1996，行銷研究：管理與技術，五版，華泰書局。榮泰生，1996，企業研究方法，五南出版，台北。蔡鴻文，2001，價格促銷頻幅度、與外部參考價格對消費行為之影響，台灣大學商學研究所未出版碩士論文。二、英文部分Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of Brand Name, NY: Free Press.Aaker, David A.(1996),"Measuring Brand Equity Across Products and Markets," California Management Review,38(Spring),102-120.Adams, J. Stacy (1963), "Towards an Understanding of Inequity," Journal of Abnormal and Social Psychology, 67(Oct., 422-436.Ailawadi, Kusum L., Scott A. Neslin and K. Gedenk (2001),''''''''Pursuing the Value-Conscious Consumer: Store Brands versus National Brand Promotions,'''''''' Journal of Marketing, 65(Jan), 1-89.Arjun., C. (1999), "Does Brand Mediate Brand Equity Outcomes,'''''''' Journal of Marketing Theory and Practice, 7(2),136-146.Assael, Henry (1987), Consumer Behavior and Marketing Action. Boston: Kent Publishing.Bagozzi, Richard P. (1981), "Attitudes, Intentions, and Behavior: A test of Some Key Hypotheses," Journal of Personality and Social Psychology, 41(Oct.), 607-627.Bawa, Kapil and Robert W. Shoemaker (1987), "The Coupon Prone Consumer: Some Findings Based on Purchase Behavior Across Product Classes," Journal of Marketing, 51 (Oct.), 99-110.Bergen, Mark, Shantanu Dutta, and Steven M. Shugan (1996), "Brand Variant: A Retail Perspective," Journal of Marketing, 33(Feb), 9-19.Blackett (1988),"Researching Brand Names," Marketing Intelligence & Planning, 6(3), 5-8.Blattberg, Robert C. and Scott A. Neslin (1990), Sales Promotion: Concepts, Methods, and Strategies, 1st ed. Englewood Cliffs, NJ: Prentice Hall.Bloomer, J. M. and H. P. Kasper (1995), "The Complex relationship between Consumer Satisfaction and Brand Loyalty,'''''''' Journal of Economic Psychology, 16(2), 311-329.Bucklin, Randolph E., Sunil Gupta, and S. Siddarth(1998),''''''''Determining Segmentation in Sales Response Across Consumer Purchase Behavior,'''''''' Journal of Marketing Research, 35(May),189-197.Burton, Scot, Lichtenstein, Netemeyer and Garretson (1998),''''''''A Scale for Measuring Attitude Toward Private Label Products and Examination of Its Psychological and Behavior Correlates,''''''''Journal of the Academy of Marketing, 26(4), 293-306.Campbell, Leland and William D. Diamond (1990)," Framing and Sales Promotion: The Characteristics of Good Deal,"Journal of Consumer Marketing, 7(4), 25-31.Chandon, Pierre, Brain Wansink and Gilles Laurent (2000),"A Benefit Congruency Framework of Sales Promotion Effectiveness," Journal of Marketing, 64(Oct.), 65-81.Chernatony, Leslie and G. Mc William (1989),"The Varying Nature of Brands as Assets: Theory and Practice Compared," International Journal of Advertising, 8(4), 339-350Childer, Terry L. (1986),"A ssessment of the Psychomertic Properties of an Opinion Leadership Scale,'''''''' Journal of Marketing, 23(May), 184-188. Copper, D. R. and P.S. Schindler (1998), Business Research Methods, 6 th ed., Singapore: Mcgraw-Hill.Corstjens, Marcel and R. Lal (2000),"Building Store Loyalty Through Store Brands,'''''''' Journal of Marketing Research, 37(Aug.), 281-291.Cunningham, Isabella C. M., Anderson P. Hardy and Giovanna Imperia. (1982),"Geneic Brand Versus Nation Brands and Store Brand," Journal of Advertising Research, 22(Oct.-Nov.), 25-32.Curry, David J. and Peter C. Riesz (1988), ''''''''Prices and Price Quality Relationships: A Longitudinal Analysis," Journal of Marketing, 52 (Jan.), 36-51.Day, George S. (1969),"A Two-Dimensional Concept to Brand Loyalty," Journal of Advertising Research, 9(3), 29-35.Diamand, William D. (1989),"Scheman Determine The Incentive Value of Sale Promotions," Psychology and Marketing, 7(Fall), 163-175.Dick, A., Jain and Richardson (1997),"How Consumers Evaluate Store Brands," Pricing Strategy & Practice, 5(1), 18-24.Dodson, Joe A., Alice M. Tybout, and Brain Sternthal (1978),"Impact of Deals and Deal Retraction on Brand Switching," Journal of Marketing Research, 15(Feb.), 72-81.Fornell, Claes (1992), "A National Customer Satisfaction Barometer: The Swedish Experience, " Journal of Marketing, 56(Jan.), 6-21.Fournier, Susan and Julie L. Yao (1997)," Reviving Brand Loyalty: A reconceptionalization within the fremework ofConsumer-Brand relationships," International of Journal of Research in Marketing, 14, 451-472.Fugate, Doulas Lee (1979),"A Exploratory Inverstigation of the Effects of Manufacturer Disclosure on Consumer Perception of Private Brand Grocery Product Attibutes," Unpublished doctoral dissertation, University of Missouri-Columbia.Ghosh, Avijit (1990),"Retail Management,"Chicago:Dryden press.Hackleman, Edwin C. and Jacob M. Duck (1980),"Deal Proneness and Heavy Usage: Merging Two Segmentation Criteria,"Journal of the Academy of Marketing Science,8(fall),332-344.Hackleman, Edwin C. (1988),"Modeling the Coupon Redemption Decision,"in Advances in Consumer Research, 12, Elizabeth C. Hirschman and Morris B. Holbrook, eds, Provo, UT: Association for Consumer Research, 138-143.Hair, Joseph F., Rolph E. Anderson, Ronald L. Tatham and William C. Black (1998), Multivariate Data Analysis, NJ: Prentice Hall.Henderson, Caroline M. (1988),"The Interaction of Coupones with Price and Store Promotions," in Advance in Consumer Research, 15, ed. Michael J. Houston, Provo, UT: Association for Consumer Research, 364-371.Hoch, Stephen J. and Shumeet Banerji (1993),"When Do Private Labels Succeed," Sloan Management Review, 34(Summer), 57-57.Jacoby, Jacob and Rebert W. Chestnut. (1978), Brand Loyalty: Measurement and Management, NY: John Wiley.Jain, A.K. and A.S. Dick (1996), "Household Store Brand Proneness: A Framework," Journal of Retailing, 72 (2), 159-185.Keller, Kevin L. (1993),"Conceptualing Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, 57(Jan.), 1-22.Keller, Kevin L. (1998), Strategic Brand Management: Building Measuring, and Managing Brand Equity, NJ: Prentice Hall.Kirk, Jim. (1992),"The New Status Symbol," Adweek, 5(Oct.), 38-39.Kolter, Philip and Gary Armstrong (1996), Principles of Marketing, 7th ed., Englewood, NJ: Prentice Hall.Kolter, Philip (2000), Marketing Management, 10th ed. , NJ:Prentic Hall.Levy, Michael, Weitz (2001), Retailing Management, 5th ed., NJ: McGraw-Hill.Lichtenstein Donald R. and Scot Burton (1989),"The Relationship Between Perceived and Objective Price-Quality," Journal of Marketing Research, 26(Nov), 429-443.Lichtenstein, Donald R., N.M. Ridgway,, and R.G. Netemeyer, (1993.),"Price Perception and Consumer Shopping Behavior: A Field Study," Journal of Marketing Research, 30(2),234-245. Lichtenstein, Donald R., Richard G. Netemeyer, and Scot Burton (1995),"Assessing the Domain Specificity of Deal Proneness:A Field Study,''''''''Journal of Consumer Reseag Research, 22(Dec.),314-326.Lichtenstein, Donald R.; Netemeyer, Richard G.; Burton, Scot (1990),"Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective," Journal of Marketing, 54 (Jul.), 54-67.Liebeck, Laura (1996), "Private Label Goes Premium," Discount Store News 3 (Nov) F38. Martin, W., S. Weun, and Sharon Beatty (1994) "Validation of an Impulse Buying Tendency Scale," Working Paper. University of Alabama, Tuscaloosa.Mela F. Carl, Sunil Gupta and Donald R. Lehmann (1997),"The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice," Journal of Marketing Research , 34 (May),248-261. Monroe, Kent B. and Angela Y. Lee (1999),"Remembering Versus Knowing: Issues in Buyers'''''''' Processing of Price Information," Journal of the Academy of Marketing Science, 27(2), 207-225.Monroe, Kent B. and Susan M. Petroshius (1981),"Buying Perception of Price: An Update of the Evidence, " in Perspectives in Consumer Behavior, 3rd ed., H Kassarjian and T. S. Robertson, eds. Glenview, IL: Scott, Foresman and Company, 43-55. Montgomery, Cynthia A. and B. Wernerfelt (1992),''''''''Risk Reduction and Umbrella Branding," Journal of Business, 65(Jan.), 31-50.Neal, W.D. (2000), "For Most Consumers, Loyalty isn''''''''t Attitude," Marketing News, Apr. 10, 7. Nunnally, Jum C. (1978), Psychometric Theory, New York: McGraw-Hill. Paley, Norton (1980), The Management Guide to Competitive Marketing Strategies, American Management Association.Park, C. W., B. J. Jaworski and D. J. MacInnis (1986),"Strategic Brand Concept-Item Management," Journal of Marketing, 50(Oct.), 621-635.Peterson, Robert A. and William R. Wilson (1985),"Perceived Risk and Price Reliance Schema as Price-Perceived Quality Mediators," In Perceived Quality: How Consumers View Stores and Merchandise. Eds. Jacob Jacoby and Jerry C. Olson. Lexington, MA: D.C. Heath, 247-268.Prendergast, Gerard P. and Norman E. Marr (1997),"Generic Products: Who Buys Them and How are They Perceived? " Journal of International Consumer Marketing, 9(4), 55-72. Price, Linda L. and Nancy M. Ridgway (1983), "Development of a Scale to Measure Use Innovativeness," in Advance in Consumer Research, Vol.10, Richard P. Bagozzi and Alice M. Tybout, eds Ann Arbor, Mich.: Association for Consumer Research, 679-684. Price, Linda L., Lawrence F. Feick and Audrey Guskey-Federouch (1988),"Coupoing Behaviors of the Marketing Maven: Profile of a Super Couponer," in Advance in Consumer Research, 15,ed. Michael J. Houstion, Provo, UT: Association for Consumer Research, 354-359.Quelch, John A. and Harding (1996),''''''''Brand versus Private Labels Fighting to Win,'''''''' Harvard Business Review, (Jan.-Feb.), 99-109.Raju, J. S., R. Sethuraman and S. K. Dhar (1995),''''''''The Introduction and Performance of Store Brands,'''''''' Marketing Science, 42(Jun.), 957-978.Raju, P. S. (1980),''''''''Optimum Stimulation Level: It''''''''s Relationship to Personality, Demographics, and Exploratory,'''''''' Journal of Consumer Research, 7(Dec.), 272-292.Rao, Akshay R. and Kent B. Monroe (1988),"The Effect of Price, Brand Name, and Store Name on Buyer''''''''s Perception of Product Quality: A Integrative Review,"Journal of Marketing Research, 26(Aug.), 351-357.Richardson, PS., A.K. Jain and A. S. Dick (1996),''''''''Household Store Brand Proneness: A Framework,'''''''' Journal of Retailing, 72(Summer), 159-185.Richardson, PS., A.S. Dick, and A.K. Jain (1994), "Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality," Journal of Marketing, 58 (Oct.), 28-36.Schiffman, L. G. and L. L. Kanuk (1994), Consumer Behavior, 5 th ed., Singapore: Prentice Hall.Schultz, Don E. and William A. Robinson (1982), Sales Promotion Management, Chicago, IL: Crain Book.Scitovszky, Tiboc. (1944-1945), "Some Consequences of the Habit of Judging Quality by Price," Review of Economic Studies, 12 (2), 100-105.Sengupta J., and G. J. Fitzsimons (2000), "The Effects of Analyzing Reasons for Brand Preferences: Disruption or Reinforcement?" Journal of Marketing Research, 37(3), 318-330.Sethurman, R. and Catherine Cole (1999),"Factors Influencing the Price Premiums that Consumers Pay for National Brand over Brands," The Journal of Product and Brand Management,8(4), 340-351.Sheth, J. N., M. Mittal and B.I. Newman (1999), Consumer Behavior, Orlando: Dryden. Shimp, Terrence A. (1990), Promotion Management and Marketing Communications, Hinsdale, IL: Dryden.Shugan, Steven M.(1980),"The Cost of Thinking," Journal of Consumer Research, 7(Sep.),99.Sirgy, Joseph (1982), "Self-Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, 9(Dec.), 287-300.Stem, Gabriella,(1993), "Brand Names Are Getting Steamed Up to Peel off Their Private Label Rivals," Wall Street Journal, (Apr), B1-B2.Stoetzel, Jean. (1954), Psychological/Sociological Aspects of Price, From Reflections (II): French Research: Consumer Studies” by Jean Stoetzel, Jacques Sauerwein, and Alain de Vuopian, in P. L. Reynaud. La Psycho logic Economique, Libraire Marcel Riviere et Cie, 183-188, Translation found in Pricing Strategy, Eds. Bernard Taylor and George Wills. 1969. London: Staple.Sudman, S. (1976), Applied Sampling, NY: Academic Press.Sundel, Harvey H. (1974), "An Experimental Analysis of Consumer Attitudes Towards Grocery Products Under Manufacturer''''''''s Brands, Nationally Distributed Private Brands, and Locally Distributed Private Brands," doctoral dissertation, Saint Louis University.Swan, John E. and I. Fredrick Trawick (1980), "Inferred and Perceived Disconfirmation in Consumer Satisfaction," in Marketing in the 80’, Proceedings of the AMA Educators’ Conference, 97-101.Szymanski, D.M. and P.S. Busch (1987), " Identifying the Generics Prone Consumer: A Meta-Analysis,'''''''' Journal of Marketing Research, 24(Nov.),425-431.Thaler, Richard (1985),"Mental Accounting and Consumer Choice," Marketing Science, Linthicum, 4(Summer),199-214.Urbany, Joel E., Peter R. Dickson, and Rosemary Kalapurakal (1996), ''''''''Price Search in the Retail Grocery Market,'''''''' Journal of Marketing, 60(Apr.),91-104.Walker, Chip (1991),"What''''''''s in Name," American Demographics,13 (Feb.),54.Webster, Jr. Frederick E. (2000),"Understanding the Relationships Among Brands, Consumer, and Resellers," Journal of the Academy of Marketing Science, 28,17-23. Wilinsky, Asher (1987),"Brand Names and Price Discrimination," Journal of Industrial Economics, 35(Mar.), 225-268.Zeithaml Valerie A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52 (Jul.), 2-22.