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研究生:黃士育
研究生(外文):Shih-Yu Huang
論文名稱:探討消費者購買商店自有品牌商品意願之研究
論文名稱(外文):A Study of Consumer’s Purchase Intention on Store Brand
指導教授:黃明新黃明新引用關係
指導教授(外文):Min-Hsin Huang
學位類別:碩士
校院名稱:國立中山大學
系所名稱:國際經營管理碩士班
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:2014
畢業學年度:102
語文別:英文
論文頁數:82
中文關鍵詞:自有品牌價格意識知覺風險品牌意識消費者行為
外文關鍵詞:Brand consciousnessPrice consciousnessConsumer behaviorsStore brandPerceived risk
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自有品牌已成為消費者在購買生活用品時的另外一個主要選擇。這篇研究討論消費者在便利商店選擇自有商品的同時,影響購買意願之因素。我們將自有品牌產品鎖定在便利超商通路的原因有二:大量的店鋪數以及二十四小時的營業時間。比起一般超市及量販店,超商擁有大量的店鋪以及全天候營業(便利性)的情況下,能夠使消費者有更多機會看見自有品牌商品。
  在這份研究中,我們使用了四個變數來量測消費者選擇便利商店之自有品牌商品時所考慮的因素。舉例來說,如果消費者有較多的價格意識時,他們購買自有品牌的意願是否大於一般大廠之商品。其餘在此研究中所使用的變數為;產品種類間的品質變化、產品種類間的購買風險及品牌意識。
  這是一份量化實證研究,利用發送問卷的方式得到數據。我們利用結構方程模式(SEM)來分析問卷,驗證量測模型的信效度以及結構模型是否合理。
Store Brand (Private label brand, PLB) products become a main alternative choice for consumers to purchase for daily life. The processes of purchasing intention and decision, which influence consumers, will be discussed in this research. Moreover, the reason we focus on consuming PLBs in convenience stores is the number of branches and the 24-hr business time. Through the large number of stores and the convenience of business time, customer could see PLB products more often than going to hypermarket or supermarket.
  This study involves 4 variables to measure how consumer concerned when they chose PLB in convenience stores. For example, if consumer has more intention of price consciousness, the more willingness to purchase PLB. The other variables are Degree of Quality Variation in Category, and Purchase Risk in category and Brand Conscious.
  This is a quantitated research and data is collected by questionnaire. We use Structural Equation Modeling (SEM) to examine the measurement model and structural model analysis.
論文審定書 i
誌 謝 ii
摘 要 iii
ABSTRACT iv
1. INTRODUCTION 1
1.1 Research Background 2
1.2 Research Motivation 5
1.3 Research Target 8
1.4 Research Goal 10
2. LITERATURE REVIEW &; HYPOTHESIS 13
2.1 Private Labeled Brand (Store Brand) 13
2.2 Willingness to Buy PLB 16
2.3 Category Price Conscious 18
2.4 Purchase Risk in Category 19
2.5 Degree of Quality Variation in Category 21
2.6 Brand Conscious 22
2.7 Conceptual Model and Hypotheses 23
3. METHODOLOGY 25
3.1 Definition of Constructs and Measurement 26
3.2 Research Target and Procedure 29
3.2.1 Questionnaire Design 29
3.2.2 Questionnaire Framework 32
3.2.3 Sampling Design 35
3.2.4 Sampling Method 37
3.2.5 Sample Size 37
3.3 Analytical Method 38
3.3.1 Structural Equation Modeling 38
3.3.2 Criterion of Goodness Fit Indices 39
4. ANALYTICAL RESULTS 41
4.1 Demographic Statistics 41
4.2 Measurement Model Evaluations 46
4.2.1 Goodness-of-Fit Indices Analysis 46
4.2.2 Validity Analysis 47
4.2.3 Reliability Test 50
4.2.4 Intercorrelation Analysis 52
4.2.5 Discriminant Validity Analysis 53
4.3 Hypotheses Testing 54
5. CONCLUSION, LIMITATION AND FUTURE DEVELOPMENT 57
5.1 Conclusion 57
5.2 Contribution 58
5.2.1 Theoretical Contribution 58
5.2.2 Managerial Implication 59
5.3 Limitation 60
5.4 Suggestion for Future Development 61
REFERENCES 62
APPENDIX: QUESTIONNAIRE 69
AUTOBIOGRAPHY 73

Figure Index
Figure 2.1 Conceptual model of consumer purchasing intention of PLB 24
Figure 3.1 Procedure of developing measurement 29
Figure 4.1 Path analysis of this research’s conceptual model 56

Table Index
Table 1.1 Sales of retail industry in Taiwan, 2013 6
Table 1.2 PLB development in Taiwan, 2009 7
Table 2.1 Hypotheses of this research 24
Table 3.1 Constructs’ definition of this research 27
Table 3.2 Constructs and each indicators (purified) of PLB purchasing intention 34
Table 3.3 Unacceptable purchasing experience of PLB in convenience store 36
Table 3.4 Goodness-of-fit fit Indices 40
Table 4.1 Characteristics of the sample 44
Table 4.2 Goodness-of-fit indices results 47
Table 4.3 Validity analysis result 49
Table 4.4 Recommendations for Cronbach’s α evaluation 50
Table 4.5 Recommendations for indices in CFA 51
Table 4.6 Reliability analysis result 51
Table 4.7 Intercorrelations of Variables 52
Table 4.8 Discriminant validity analysis result 53
Table 4.9 Path coefficients and t-value 56
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