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研究生:林弘諭
研究生(外文):Lin, Hung-Yu
論文名稱:自有品牌權益對消費者購買意願之研究-以消費者知覺價值為中介變數
論文名稱(外文):The Study Of Private Brand Equity On Consumer Purchase Intention - Consumer Perceived Value As Mediating Variable
指導教授:楊台寧
指導教授(外文):Yang,Tai-Ning
口試委員:曾光榮、任立中
口試委員(外文):Tseng, Kuang-Jung、Jen, Li-chung
口試日期:2012-06-17
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
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:89
中文關鍵詞:自有品牌品牌權益知覺價值購買意願
外文關鍵詞:private brandbrand equityperceived valuepurchase intention
相關次數:
  • 被引用被引用:5
  • 點閱點閱:316
  • 評分評分:
  • 下載下載:39
  • 收藏至我的研究室書目清單書目收藏:2
現今台灣自有品牌市場趨於白熱化,已成為零售商差異化競爭之利器,使消費者對自有品牌產品擁有更多的選擇,但現今自有品牌不再是低價就能贏得消費者的芳心,零售商自有品牌彼此削價競爭的結果,卻是換來消費者對自有品牌的不信任,在消費者心目中還是存在著便宜沒好貨的心態,為了讓消費者重拾信心,必須創造出自有品牌的價值,本研究目的是探討自有品牌權益與消費者購買意願之關係,而消費者的購買意願常會受知覺價值的影響。

本研究採用隨機抽樣方式進行樣本選取,抽樣範圍以台北市地區商店或商場周圍的消費者為受測對象及部分網路問卷,共發出390份,共計獲得339份有效樣本,有效回收率為86.92%。

本研究發現(1)零售商自有品牌權益會顯著影響消費者購買意願;(2)零售商自有品牌權益會顯著影響消費者知覺價值;(3)知覺價值是零售商自有品牌權益與消費者購買意願的中介效果。最後,並根據研究結果提出建議,以供零售商自有品牌產品推行做為參考依據。

Taiwan's private brand market is highly competitive. Has become the retailers products weapon. Cause consumers have more choice on private brand products. But now private brand at a low price will be able to win the hearts of consumers. Retailer private brand compete against each other the results are in exchange for the consumers do not believe. The minds of consumers persist in the cheap does not mean good prod-uct. Forcing consumers to regain confidence, must be created from a private brand value. The purpose of this study is to investigate the relationship between its private brand equity and Consumer purchase intention. Consumer purchase intention is often affected by the impact of perceived value.

The data used for this study were collected through random sampling. Range in Taipei shops or shopping malls nearby, and part of the online questionnaires. In total of 390 questionnaires were distributed and 339 successful copies returned, that is 86.92% of returnin rate.

This study found that: (1)The retailer's private brand equity significantly impact consumer purchase intention. (2)The retailer's private brand equity significantly affect consumer perceived value. (3)The perceived value is the intermediary effect of the re-tailer's private brand equity and consumer purchase intention. Finally, the results of this study provide the basis of the retailers as a reference.

中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ix
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題............... 3
  第三節  研究目的............... 5
第二章  文獻探討................. 7
  第一節  自有品牌............... 7
  第二節  品牌權益............... 12
  第三節  知覺價值............... 33
  第四節  購買意願............... 40
第三章  研究方法................. 42
  第一節  研究架構............... 42
  第二節  研究假說............... 43
  第三節  研究變數衡量............. 46
  第四節  研究樣本與資料蒐集.......... 50
  第五節  資料分析法.............. 51
第四章  實證研究................. 53
  第一節  描述性統計分析............ 53
  第二節  信度與效度分析............ 58
  第三節  相關分析............... 61
  第四節  迴歸分析............... 64
第五章  結論與建議................ 69
  第一節  研究結果............... 69
  第二節  行銷意涵............... 71
  第三節  研究限制與建議............ 73
參考文獻  ................... 74
附錄A  正式問卷................. 86

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