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研究生:劉冠吟
研究生(外文):Guan-Yin Liou
論文名稱:消費者創新性、價格意識、知覺風險對零售商自有品牌的品牌評價影響之研究-以家樂福為例
論文名稱(外文):The Influence of Consumer Innovativeness, Price Consciousness, and Perceived Risk on Retailer’s Brand Evaluation of Private Brand–A Case of Carrefour
指導教授:葉惠忠葉惠忠引用關係
指導教授(外文):Hui-Chung Yeh
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:企業管理系
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:2012
畢業學年度:100
語文別:中文
論文頁數:105
中文關鍵詞:自有品牌消費者創新性價格意識知覺風險品牌評價
外文關鍵詞:private brandsconsumer innovativenessprice consciousnessperceived riskbrand evaluation
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  近年來自有品牌已成為全球消費熱潮,消費者也逐漸對自有品牌的購買意願有所提升。台灣自有品牌發展至今已超過二十年,然而其市場銷售反應的效益仍不及歐美國家。台灣消費者仍是對零售通路商的自有品牌商品抱持一個較保留的心態,相較於歐美國家之下市場仍具有龐大的發展空間。因此本研究希望能透由了解影響消費者購買自有品牌的因素過程中,獲取有意義之資訊,以提供零售通路業者建議及改善。

  本研究驗證消費者創新性、價格意識、知覺風險對自有品牌的品牌評價之影響,並探討知覺風險在消費者創新性對自有品牌的品牌評價中,是否具有中介效果。以家樂福之消費者作為受測對象,有效樣本回收為191份,並採用SEM進行假說驗證。

  研究結果顯示:價格意識對自有品牌的品牌評價產生正向影響。消費者創新性對自有品牌的品牌評價產生正向影響。知覺風險對自有品牌的品牌評價有負向影響。建議業者應該改變消費者對自有品牌的低價形象,讓它成為品質與價格兼顧的優質品牌,增加消費者的信任。具創新性的消費者或許只是對自有品牌有興趣而產生購買,而不是一個持久的行為。建議業者可以替自有品牌產品建立特色,讓消費者在接觸產品時都能感受到新穎性,以維持顧客的購買力。
  Private brand has won its popularity in the consumer market worldwide. Although consumers have strong intention to buy the products with private brand in Taiwan, sales are still relatively weak, compare to the market in the United States and some European countries. It is, therefore, expected to provide practical recommendations to the owners in retailing business to improve their sales by understanding the factors that might affect consumers purchasing process on private brands from the research findings.

  This study investigates the direct effects of consumer innovativeness and price consciousness on brand evaluation for a retailer’s private brands. This study also investigates how perceived risk mediated the direct effect of consumer innovativeness on brand evaluation for private brands. 191 effective samples from Carrefour consumers are used and the hypothesis relationships were examined by Structural Equation Method.

  The results shows that price consciousness and consumer innovativeness have a direct and positive effect on the brand evaluation of the private brand; perceived risk has a direct and negative effect on the brand evaluation of the private brand. Retailers could change consumers’ low perception on the private brand’s image, by changing the private brands’ focus to on its quality and price. Therefore, increase consumers’ sense of trust on private brand. Innovative consumers’ purchase of private brand might be due to their interest of it, instead of a continuous behavior. Consumers might feel novelty of the product if retailers try to create special features for their private brands.
目 錄
中文摘要....................i
英文摘要....................ii
致謝....................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....................4
 第三節 研究範圍與對象....................5
 第四節 研究流程....................6
第二章 文獻探討....................7
 第一節 自有品牌 ....................7
 第二節 國內零售通路自有品牌發展現況....................11
 第三節 價格意識 ....................18
 第四節 消費者創新性....................20
 第五節 知覺風險....................24
 第六節 品牌評價....................27
 第七節 各變數間關係探討....................29
第三章 研究方法....................33
 第一節 研究架構....................33
 第二節 研究假說....................34
 第三節 操作性定義....................35
 第四節 問卷設計....................38
 第五節 統計分析工具....................40
第四章 實證分析....................42
 第一節 樣本資料分析....................42
 第二節 描述性統計....................44
 第三節 信度分析....................50
 第四節 效度分析....................52
 第五節 相關分析....................64
 第六節 結構方程模式分析....................65
第五章 結論與建議....................78
 第一節 研究結論....................78
 第二節 管理實務涵義....................80
 第三節 研究限制....................82
 第四節 未來研究方向....................83
參考文獻....................84
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