臺灣博碩士論文加值系統

　　本研究主要探討台中地區量販店消費者行為，使用問卷調查法，以量販店服務品質、自有品牌製造商形象與購物環境等因素，研究自有品牌知覺價值影響消費者對自有品牌商品的購買意願。本研究針對台中地區量販店隨機抽樣抽取賣場，發放問卷350 份，扣除無效問卷，有效問卷為283 份，研究結果發現服務品質、知覺價值與購買意願之關係皆呈現顯著的正向影響，量販店購物環境對知覺價值也具有顯著的正向影響，自有品牌製造商形象對知覺價值和購買意願則無顯著的正向影響，在人口統計變數方面與各變數也具有顯著差異。
　
　　根據研究結果顯示，服務品質與購物環境因素對於量販店的營運依舊佔有很重要的因素，而量販店購物環境也會影響消費者的知覺價值，最後知覺價值也會影響自有品牌的購買意願。

　　This study discusses the consumer behavior in hypermarkets in Taichung, adopting questionnaire survey based on factors such as service quality of hypermarkets, image of the private brand manufacturers, and shopping environment to study how perceived value of private brand influence consumers’ purchase intention. The research randomly selects hypermarkets in Taichung, distributing 350 questionnaires, 283 of which are valid questionnaires excluding invalid ones. The results show that there’s significant positive influence between service quality, perceived value and purchase intention. The environment of the hypermarkets has significant positive influence on perceived value as well while the image of private brand manufacturers has no significant positive influence on perceived value and purchase intention. In addition, demographic variables also have significant difference on every variable.
　
　　According to the research results, service quality and shopping environment still have great impact on the management of hypermarkets, and the shopping environment of hypermarkets would also influence consumers’perceived value while the perceived value would influence the purchase intention of the private brand as well.

中文摘要i
英文摘要ii
目 錄iv
表目錄viii
圖目錄x
　
第一章緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究流程 3
　
第二章文獻探討 4
2.1 量販店 4
2.1.1 量販店定義 4
2.1.2 量販店種類 5
2.2 服務品質 7
2.2.1 服務的特性 7
2.2.2 服務品質對零售商的重要性 7
2.2.3 服務品質的定義 8
2.2.4 服務品質的衡量 11
2.3 製造商企業形象 12
2.3.1 企業形象之定義 13
2.3.2 製造商企業形象對零售商的重要性 14
2.3.3 企業形象的衡量 15
2.4 購物環境 16
2.4.1 購物環境的定義 17
2.4.2 購物環境的衡量 17
2.4.3 商店購物環境對零售商的重要性 18
2.4.4 商店購物環境對消費者之影響 19
2.5 知覺價值 20
2.5.1 知覺價值的定義 21
2.5.2 知覺價值的衡量 22
2.6 購買意願 24
2.6.1 購買意願之定義 24
　
第三章研究方法 26
3.1 研究架構 26
3.2 研究假設 27
3.2.1 服務品質與知覺價值之關係27
3.2.2 購物環境與知覺價值之關係 27
3.2.3 知覺價值與購買意願之關係 27
3.2.4 製造商公司形象、知覺價值與購買意願之關係 28
3.2.5 人口統計變數與各因素間之關係 28
3.3 資料收集 29
3.4 各變數操作型定義29
3.5 研究工具 30
3.5.1 人口敘述性統計30
3.5.2 T 檢定與單因子變異數分析31
3.5.3 信度分析 31
3.5.4 SEM 理論模型 31
　
第四章研究結果 33
4.1 描述性統計 33
4.2 信度與效度分析 34
4.2.1 信度分析 34
4.2.2 效度分析 35
4.3 T 檢定與變異數分析 43
4.3.1 性別 43
4.3.2 婚姻 44
4.3.3 年齡 45
4.3.4 職業 46
4.3.5 所得 48
4.3.6 教育48
4.4 相關分析49
4.5 模式適配度分析 50
4.5.1 基本適配度指標51
4.5.2 模式內在結構配適度 51
4.5.3 整體模式適配標準 54
4.6 結構模式與修正指標 56
4.7 修正指數(MI)與參數改變值(Par Change) 56
4.8 修正 1 模式與適配度 58
4.9 修正 2 模式與適配度60
4.10 修正3 模式與適配度62
4.11 假設驗證 63
　
第五章結論與建議65
5.1 結論 65
5.2 管理意涵 67
5.3 研究限制與後續研究建議 69
　
參考文獻70
一、 中文部分 70
二、 英文部分 73
　
附錄一79
個人簡歷85

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