根據PLMA調查顯示，在美國超級市場、藥妝店及折扣商店中，所售出的四個商品中就有一個是商店品牌，可見商店品牌在歐美國家行之有年，且深受消費者的喜愛。而近年來台灣的零售通路也推出許多商店品牌，雖然商店品牌整體成長快速，但各產品類別間的表現卻存在顯著的差異。故從消費者價值意識、商店形象與產品知覺風險，進一步了解消費者對商店品牌的態度與購買意願。本研究於嘉義市量販店對消費者發放問卷，採便利抽樣法，共回收了434份有效樣本。

　　研究結果顯示：(1)價值意識對商店品牌態度及購買意願並不具顯著影響；(2)商店形象對商店品牌態度及購買意願產生正向影響；(3)購錯風險對商店品牌態度不具顯著影響，但對購買意願產生負向影響；(4)品質變異程度對商店品牌態度及購買意願產生負向影響；(5)產品搜尋屬性對商店品牌態度及購買意願產生正向影響；(6)商店品牌態度在商店形象、品質變異程度、產品搜尋屬性與購買意願間具有中介效果。

In recent years, there are more and more store brands in Taiwan’s retailing channels. Although the sale of store brands has been increasing rapidly, there are significant differences in product categories. In this study, we try to learn more about the effect of consumer’s value consciousness, store image and perceived risk on store brand attitudes and purchase intention. Besides, this study adopted convenience sampling and collected total of 434 valid questionnaires in hypermarkets in Chiayi City.

The result showed that first, value consciousness isn’t associated with the store brand attitudes and the purchase intention. Second, store image and search attribute are positively associated with store brand attitude and purchase intention. Third, consequences of making a mistake in a purchase aren’t associated with store brand attitude but negatively associated with purchase intention. Fourth, quality variability is negatively associated with store brand attitude and purchase intention. The last, store image and search attribute are positively and quality variability is negatively through the mediating effect of store brand attitudes to purchase intention.

目錄
謝誌　I
中文摘要 II
ABSTRACT　III
目錄　IV
表目錄　VI
圖目錄　VII
第一章 緒論　1
第一節 研究背景與動機　1
第二節 研究目的　3
第三節 研究流程　3
第二章 文獻探討　5
第一節 商店品牌　5
第二節 價值意識　11
第三節 商店形象　13
第四節 知覺風險　18
第五節 商店品牌態度　21
第六節 購買意願　25
第三章 研究方法　27
第一節 研究架構　27
第二節 研究假設　29
第三節 變數操作型定義及衡量問項　37
第四節 抽樣設計　41
第五節 問卷前測分析　42
第六節 資料分析方法　43
第四章 研究結果分析　45
第一節 研究樣本基本資料分析　45
第二節 兩商店及商品間的統計分析　47
第三節 信度與效度分析　50
第四節 價值意識、商店形象及知覺風險對商店品牌態度的影響　55
第五節 商店品牌態度對購買意願的影響　57
第六節 價值意識、商店形象及知覺風險對購買意願的影響　58
第七節 商店品牌態度的中介效果　60
第五章 結論與建議　62
第一節 研究結果與討論　62
第二節 研究貢獻與實務意涵　68
第三節 研究限制與未來研究方向　71
參考文獻　72
附錄　研究問卷　80

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