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研究生(外文):Lin, YiChun
論文名稱(外文):The Effects of Consumer Characteristics on Satisfaction and Store Brand Repurchase Intention-The Moderating Effect of Product Involvement
指導教授(外文):Wu, LiWei
口試委員(外文):Chang, KuoHsiungLee, YunShu
外文關鍵詞:Private labelPrice consciousnessBrand consciousnessQuality consciousnessStore brand familiaritySatisfactionRepurchase intention
  • 被引用被引用:75
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With the booming development of retailing industry, Taiwan has become a country with the highest density of convenient stores all over the world. In western countries, the development of private label products have been highly mature, being aware of this trend, retailing channels in Taiwan also started to develop their own brands one after another, making the competition even harder than ever. However, private labels have suffered from the bad impressions of low price, quality and brand image. And being thought inferior to the national brands. This making it much more important for the retailers to figure out the factors those influence customers’ satisfaction and repurchase intention, while buying private label products. This study focus on the viewpoint of extrinsic cues use by customers, and dividing customer characteristics into price consciousness, brand consciousness, quality consciousness and store brand familiarity. Furthermore, this study also tested the moderating effect of product involvement. The sample of this study is mainly from the customers of convenient stores, and the conclusions are showed as follow:
(1) Store brand familiarity is the most important factor that influents customers’ satisfaction while purchasing private label products.
(2) While purchasing private label products, the higher the price consciousness and store brand familiarity are, the higher the customers’ satisfaction would be lead to.
(3) While purchasing private label products, the higher the brand consciousness and quality consciousness are, the lower the customers’ satisfaction would be lead to.
(4) Product involvement does have a negative moderating effect between customer characteristics and satisfaction.
The conclusions of this study will provide related suggestions to both stores brand and national brand marketers.

壹、緒論 1
一、研究背景及動機 1
二、研究目的與貢獻 4
三、研究流程 5
貳、文獻探討與研究假說 6
一、私有品牌 6
二、顧客滿意度 7
三、再購意願 8
四、價格意識 9
五、品牌意識 10
六、品質意識 11
七、商店品牌熟悉度 12
八、產品涉入 13
九、產品涉入的干擾效果 16
參、研究方法 19
一、研究架構 19
二、變數操作型定義與衡量 19
三、問卷設計與抽樣調查 20
四、資料分析法 21
肆、實證結果分析 26
一、樣本敘述性資料分析 26
二、探索性因素分析 27
三、驗證性因素分析 27
四、相關分析 32
五、整體配適度分析 32
六、研究假設驗證分析 33
伍、結論與建議 40
一、結論 40
二、管理意涵 42
三、研究限制與未來發展之建議 43
網路資源: 45
中文參考文獻: 45
英文參考文獻: 45

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