近年來，由於國內通路日益強大下，各種型態的零售商紛紛投入自有品牌產品的開發與行銷，而消費者對於自有品牌之接受度也日漸提昇。加上兩岸經濟活動頻繁，成為我國最大貿易出超對象，亦是國人經營投資之重要地區，隨著中國大陸國民所得增加、重要城市民眾財富快速累積以及國際性企業的紛紛加入，使得大陸在許多層面出現與其他國家發展歷程不同的快速同步式發展，其中以民生消費方面最為明顯；台灣多年來在連鎖零售業的發展已趨成熟，尤以大賣場與便利商店與民眾生活最密切也最具代表性，這二種零售業態也是外資積極介入佈局發展產業，如今具台灣經驗之國際性企業已開始進入大陸市場，其未來之經營與發展是各界所關注的探討。
基本上自有品牌是零售業連鎖化、大型化後的產物，其能為廠商帶來極大的利潤，同時也能對全國性品牌產生制衡，進而成為提升零售商的談判籌碼。更重要的是能為零售業創造差異化的競爭優勢。既然自有品牌對於零售商和消費者而言，是這麼的重要，而且又是未來的趨勢，行銷人員實在有必要瞭解消費者對於自有品牌的態度以及其購買行為，再加上國外少有文獻探討消費者對自有品牌的態度，國內也幾乎少有研究著重在這方面。
又由於台灣與中國大陸有著同文同種與相近之中華文化背景，相關產業在台灣之發展經驗與軌跡，就有相當之研究參考價值。但大陸除政治體制與經濟發展過程與台灣截然不同外，其在人口、所得暨貧富差距等方面，亦存在極明顯之差異。因此，本研究主要將探討兩岸消費者對於量販店自有品牌的態度到底如何？
研究結果發現：兩岸消費者在教育程度和年齡方面則沒有明顯差異。店內促銷活動對台灣消費者與大陸消費者的影響無明顯差異，但台灣的消費者比較不願意花時間去收集店外促銷的活動資訊。而大陸消費者比台灣消費者較具有價格知覺、財務預算限制，也願意創新及做多樣化的嘗試，但是比較不具有品質知覺，不容易成為市場專家，也比較不在乎別人的意見與看法。此外根據以上的分析結論提出本研究對實務上的建議:1)自有品牌產品仍以價格為吸引消費者的主要重點，但必須加強產品的品質.由於價格敏感者或是低收入戶較喜愛自有品牌，而且產品種類當中，只要是低價格的自有品牌，消費者購買的可能性相對高於高價格產品，因此，台灣目前自有品牌市場，仍適合定位在低價位路線。2)增加非價格促銷頻率，並讓消費者明顯感覺到商店的促銷。本研究建議零售商為自有品牌舉辦促銷活動時，可以利用贈送贈品或是競賽等非價格促銷方式進行，增加非價格促銷傾向消費者的購買頻率。

關鍵詞：自有品牌、態度、促銷傾向、商店形象、產品種類。

Abstract
In recent years, due to the domestic passages that are getting stronger, many different types of retailers either develop their own private brand products or marketing, and consumers are getting accepted by the own private brands, plus the economic activities between Taiwan and China are more frequent to become our country’s biggest subject in trading surplus, and China becomes the most important place to have our domestic investors invest. Within the increasing in domestic income in China, the fortune accumulation of its citizens in major cities, and abundant cash flowing into the China market from international businesses, China is now experiencing the phenomenon that is called leapfrog growth in a development pace different from other countries in consideration of their GDP growth. Such phenomenon is particularly apparent in consumption. Meanwhile, the development of retailers and chain stores in Taiwan has been more matured, especially in the development of hypermarkets and convenient stores that are the closest to general life. Those two kinds of retailing business are what the foreign investors aggressively try to join into the development of business. In view of that, many international businessmen with the experience called “Taiwan experience” have entered into the Chinese market, and their future development will thus become the center of attention.
Basically, the private brand is belong to the product that is large-scale and retailing chain, and it will bring the manufacturing a huge amount of profit, and make the domestic brands be in balance in order to become a bargaining chip to upgrade the retailers. More importantly, it can create differentiated competitive advantages for retail industry. Since the private brand is so important for retailers and consumers as well as the future trend, it is necessary for marketers to understand the consumer attitudes regarding to own brands and their purchase behavior. On the other hand, there are only few of foreign literatures that have explored the relationship between private brand and consumer attitudes, and so does the domestic research field.
Taiwan and mainland China have the similar Chinese culture background such as language, and culture. The experiences and track records in the development of related industries in Taiwan will be extremely valuable and applicable in the research of cross-strait business issues. However, beside the political regulation, and economic development in China are different from that in Taiwan, there are also other apparent difference in popularity, income, and poverty gap. Therefore, this paper will explore how the attitude of consumers in both Taiwan and China is to the own brand in discount mall?
The result shows that there is no apparent difference in education level and ages for both Taiwanese and Chinese consumers. The affects of the sales activities in the stores have no difference to both Taiwanese and Chinese consumers. But the consumers in Taiwan are not willing to spend time to collect the activity information of sales; the consumers in China have more sense of price, and financial budget than the consumers in Taiwan, and they are willing to create, and have various attempts. But they do not have the sense of quality. They are not easy to be professional marketers, and they do not really care about the others’ opinions. Beside according to the analysis results above, the research has some suggestions to the practice: 1) the own brand products still take price as the main advantage to attract consumers, but it has to enhance the quality of products. By the reason that the low-income consumers, or the consumers, who are sensitive to price, relatively adore the own brands. And the consumers will possibly buy the private brand products, which are at low price, more than luxury products. Therefore, the private brand market is still suitable for the products in lower price. 2) Increasing the frequency of non-price promotion, and have consumers feel about the promotion in stores. This research suggests that when the retail stores promote for their private brands, they could have the non-price promotion ways of giving gifts or competitions to enhance the non-price promotion to increase the frequency of consuming from the consumers.

Keywords: Private brand、Attitudes、Product Type、Promotion Preference 、store image

目錄
摘要 ---------------------------------------------------------------ii
英文摘要-----------------------------------------------------------iii
目錄 --------------------------------------------------------------v
圖目錄-------------------------------------------------------------vi
表目錄-------------------------------------------------------------vii
第一章 緒論----------------------------------------------------01
第一節 研究背景與動機----------------------------------------------01
第二節 研究目的----------------------------------------------------04
第三節 研究流程----------------------------------------------------05
第二章 文獻探討-----------------------------------------------06
第一節 態度--------------------------------------------------------06
第二節 自有品牌----------------------------------------------------10
第三節 品牌知名度--------------------------------------------------14
第四節 價格--------------------------------------------------------15
第五節 商店形象----------------------------------------------------18
第六節 促銷傾向----------------------------------------------------20
第七節 產品種類----------------------------------------------------21
第八節 文獻架構關聯性介紹------------------------------------------23
第三章 研究方法-----------------------------------------------26
第一節 研究架構----------------------------------------------------26
第二節 研究假設----------------------------------------------------28
第三節 研究範圍與對象----------------------------------------------29
第四節 變數之操作性定義--------------------------------------------30
第五節 資料分析方法------------------------------------------------30
第四章 實證分析結果-----------------------------------------33
第一節 基本資料分析------------------------------------------------33
第二節 敘述性統計分析----------------------------------------------35
第三節 兩群體之消費者特性分析-----------------------------------38
第四節 信度--------------------------------------------------------39
第五節 效度--------------------------------------------------------40
第六節 SEM分析-----------------------------------------------------43
第七節 層級干擾回歸分析--------------------------------------------44
第五章 結論----------------------------------------------------48
第一節 研究結論----------------------------------------------------48
第二節 管理意涵 ---------------------------------------------------48
第三節 研究限制及未來研究建議--------------------------------------50
參考文獻---------------------------------------------------------52
附錄一 問卷---------------------------------------------------------55
附錄二 英文全文----------------------------------------------------58







圖目錄
圖1.3.1 研究流程圖-------------------------------------------------05
圖2.1.1 Ajzen and Fishbein 理性行動理論架構------------------------08
圖2.1.2 Ajzen的計畫性行為理論架構----------------------------------08
圖2.1.3 態度和購買行為之間的關係-----------------------------------09
圖2.8.1 研究架構圖------------------------------------------------25
圖 4.6.1 結構方程模式變數關係路徑圖--------------------------------43
























目錄
摘要 ---------------------------------------------------------------ii
英文摘要-----------------------------------------------------------iii
目錄 --------------------------------------------------------------v
圖目錄-------------------------------------------------------------vi
表目錄-------------------------------------------------------------vii
第一章 緒論----------------------------------------------------01
第一節 研究背景與動機----------------------------------------------01
第二節 研究目的----------------------------------------------------04
第三節 研究流程----------------------------------------------------05
第二章 文獻探討-----------------------------------------------06
第一節 態度--------------------------------------------------------06
第二節 自有品牌----------------------------------------------------10
第三節 品牌知名度--------------------------------------------------14
第四節 價格--------------------------------------------------------15
第五節 商店形象----------------------------------------------------18
第六節 促銷傾向----------------------------------------------------20
第七節 產品種類----------------------------------------------------21
第八節 文獻架構關聯性介紹------------------------------------------23
第三章 研究方法-----------------------------------------------26
第一節 研究架構----------------------------------------------------26
第二節 研究假設----------------------------------------------------28
第三節 研究範圍與對象----------------------------------------------29
第四節 變數之操作性定義--------------------------------------------30
第五節 資料分析方法------------------------------------------------30
第四章 實證分析結果-----------------------------------------33
第一節 基本資料分析------------------------------------------------33
第二節 敘述性統計分析----------------------------------------------35
第三節 兩群體之消費者特性分析-----------------------------------38
第四節 信度--------------------------------------------------------39
第五節 效度--------------------------------------------------------40
第六節 SEM分析-----------------------------------------------------43
第七節 層級干擾回歸分析--------------------------------------------44
第五章 結論----------------------------------------------------48
第一節 研究結論----------------------------------------------------48
第二節 管理意涵 ---------------------------------------------------48
第三節 研究限制及未來研究建議--------------------------------------50
參考文獻---------------------------------------------------------52
附錄一 問卷---------------------------------------------------------55
附錄二 英文全文----------------------------------------------------58







圖目錄
圖1.3.1 研究流程圖-------------------------------------------------05
圖2.1.1 Ajzen and Fishbein 理性行動理論架構------------------------08
圖2.1.2 Ajzen的計畫性行為理論架構----------------------------------08
圖2.1.3 態度和購買行為之間的關係-----------------------------------09
圖2.8.1 研究架構圖------------------------------------------------25
圖 4.6.1 結構方程模式變數關係路徑圖--------------------------------43
























表目錄
表2.1.1：態度定義彙整----------------------------------------------06
表2.2.2：自有品牌定義彙整------------------------------------------11
表2.2.2:各國自有品牌出現年代---------------------------------------12
表2.2.3：各大量販店自有品牌彙整-=----------------------------------13
表2.5.1：商店形象定義彙整------------------------------------------18
表2.5.2：商店形象研究構面------------------------------------------19
表2.7.1：產品種類定義彙整------------------------------------------21
表3.2.1 問卷發放比例-----------------------------------------------27
表3.3.1 品牌知名度變項之操作性定義與衡量問卷-----------------------27
表3.3.2 價格知覺變項之操作性定義與衡量問卷-------------------------27
表3.3.3 促銷傾向變項之操作性定義與衡量問卷-------------------------28
表3.3.4：商店形象變項之操作性定義與衡量問卷------------------------29
表3.3.5 自有品牌態度變項之操作性定義與衡量問卷---------------------29
表4.1.1 基本資料分析表--------------------------------------------33
表4.2.1 各構面變數問項之敘述性統計量-------------------------------35
表 4.3.1 兩岸地區消費者特性之T檢定-------------------------------38
表4.5.1 各構面之Cronbach’s alpha-------------------------------------39
表4.5.1 KMO與Bartlett檢定----------------------------------------40
表4.5.2 各構面之因素負荷量-----------------------------------------40
表 4.6.1 結構方程模式配適度指標------------------------------------43
表 4.6.2 結構方程模式分析表----------------------------------------44
表4.7.1 知覺價值與促銷傾向對自有品牌態度的影響-----------------45
表4.7.2 自有品牌態度與產品種類對購買傾向的影響-----------------46

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