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研究生:曾彥嘉
研究生(外文):Yen Chia Tseng
論文名稱:產品類別特徵與產品資訊對私有品牌產品知覺品質的影響
論文名稱(外文):The Influence of Product Category Characteristics and Product Information on Perceived Quality of Private Brand Products
指導教授:林隆儀林隆儀引用關係
指導教授(外文):Long-Yi Lin
學位類別:碩士
校院名稱:真理大學
系所名稱:管理科學研究所
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:2004
畢業學年度:92
語文別:中文
中文關鍵詞:產品類別特徵產品資訊產品涉入私有品牌
外文關鍵詞:product category characteristicproduct informationproduct involvementprivate label brand
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本研究旨在探討產品類別特徵對私有品牌產品知覺品質的影響,及產品涉入程度在產品資訊對私有品牌產品知覺品質的干擾效果。本研究的研究樣本是取自在量販店消費後的消費者,採便利抽樣法,爲了確保資料來源的正確性,本研究採人員訪問法,受訪樣本共計527份,扣除無效樣本127份,本研究有效樣本為400份。
本研究以迴歸分析法分析產品類別特徵對私有品牌產品知覺品質的影響,研究結果發現,私有品牌產品知覺品質受到類別複雜度、類別品質差異、購買間隔時間及類別價位負向的影響。另外,以迴歸分析法分析產品涉入對產品資訊與私有品牌產品知覺品質關係之干擾效果,研究結果發現,產品資訊對私有品牌產品知覺品質有正向的影響,產品涉入程度對產品資訊與私有品牌產品知覺品質的干擾效果並不顯著。
This research mainly aims to investigate the influences of product category characteristics on consumers’ perceived quality of the private label brand. Additionally, we also examine the moderating effects of the product involvement on the relationship between the product information and perceived quality of the private label brand. The subjects who shopped in the merchandise store or hypermarket were asked to participate in the study. After questionnaire survey, we collected 527 responses, and 400 of them were effective.
This study investigates the manner in which product category characteristics influenced consumers’ perceptions of the private label quality by regression analysis. In the results, we find that perceptions of the private label quality are driven by the complexity, the quality variance, average interpurchase time, and price level of the product category. By using regression analysis, this study also investigates the moderating effects of the product involvement on the relationship between the product information and perceived quality of the private label brand. We find that product information has positive influences on the perceived quality of the private brand products. Amount of product information and product involvement have no interactive effects on perceived quality of the private brand products.
目錄
目錄…………………………………….………………………....….I
表目錄…………………………..............…………...…….III
圖目錄…………………………………………….……………....…IV
第一章 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…………………………....……………….....5
第二章 文獻探討..………………………...……………………..6
第一節 私有品牌…..………………………...…………………..6
第二節 產品類別特徵……...…………………...…….……...11
第三節 產品資訊………………………….….….....………….15
第四節 產品涉入…………………………….…………...………20
第五節 產品知覺品質………………………….……………...…25
第六節 文獻探討總結...…………………………….……………28
第三章 研究方法….……...………………………….………...31
第一節 觀念性架構…………...……………………….……....31
第二節 研究假說…………………...…………………….………33
第三節 變數操作性定義與衡量...…...…………………………39
第四節 抽樣設計…………………………...……………….……45
第五節 問卷設計………………………………...…………….…50
第六節 資料蒐集方法………………………………...………….53
第七節 資料分析方法……………………………………...….…53
第四章 研究發現..……………...………………………….……54
第一節 樣本結構……………………...…………………...……54
第二節 假說驗證…………………………...…………….…....62
第五章 結論與建議………………...…………………..….…..68
第一節 研究結論……………………...………………………...68
第二節 管理意涵…………………………...………….…………69
第三節 研究限制與建議………………………...……….………71
參考文獻……………………………………………...……………..74
一. 中文部分……………………………….…………...………...74
二. 英文部份………………………………….…………......……75
附錄一 預試問卷一…………………………….…………….......84
附錄二 預試問卷二……………………………….………….......85
附錄三 廣告傳單(產品資訊少組)…………...…….……………86
附錄四 廣告傳單(產品資訊多組)………………...….…………88
附錄五 正式問卷(1)…………………………………...………..90
附錄六 正式問卷(2)………………………………………...…..97
表目錄
表1-1 全國性品牌與私有品牌產品知覺品質對價格的比率.....3
表2-1 私有品牌與全國性品牌之比較…………….…..…....…8
表2-2 台灣知名零售業私有品牌產品之發展沿革.……....……8
表2-3 修訂的個人涉入清單………………………..………....24 表3-1 修訂的個人涉入清單…………………………….……...43
表3-2 各項商品分類………………………………………………46
表3-3 預試產品選擇……………………………………………..47
表3-4 預試之統計結果……………………………………………48
表3-5 問卷設計結構……………………………..……………..52
表4-1 樣本基本資料…………………………………………..…55
表4-2 產品資訊與受測者基本資料卡方檢定表………………..56
表4-3 信度分析…………………………………………………..57
表4-4 不同產品對產品類別特徵認知差異比較表(平均值)..61
表4-5 產品類別特徵對私有品牌產品知覺品質之迴歸分析…..63
表4-6 產品資訊對私有品牌產品知覺品質之迴歸分析………..64
表4-7 產品資訊、產品涉入對私有品牌產品知覺品質之迴歸分析65
表5-1 本研究假說與研究結果對照表…………………………..69
圖目錄
圖2-1 資訊處理模式……………………..………………………18
圖2-2 涉入建構圖……………………………...…….…………22
圖3-1 本研究之觀念性架構……..……………………..…....32
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