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研究生:顏于喬
研究生(外文):Yu-Chiao Yen
論文名稱:通路商企業聲譽與消費者對自有品牌購買意圖間關係之研究-以有機產品為例
論文名稱(外文):The relationship between the corporate reputation of distributor and consumer purchase intention to private brand: An example of organic product
指導教授:卓信佑卓信佑引用關係
口試委員:莊智薰黃明新
口試日期:2016-06-21
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:58
中文關鍵詞:自有品牌有機產品企業聲譽品牌形象知覺品質購買意圖
外文關鍵詞:private brandorganic productcorporate reputationbrand imageperceived qualitypurchase intention
相關次數:
  • 被引用被引用:1
  • 點閱點閱:170
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
隨著通路商規模經濟的擴張,他們透過建立和發展自有品牌來增加收益、差異化、留住顧客與增加市場佔有率。由於近年來發生一連串食品安全事件,使得民眾愈重視吃的安全與健康。我國有機市場目前已進入發展階段,雖有機產品貴一般食品約三到五成,但在健康意識與食品安全風氣的提升下,國人逐漸將有機產品做為優先選購的考量。因此,通路商也涉入於有機市場,推出了通路商品牌的有機產品。而過去關於產品層級的自有品牌文獻,大多數著重於探討差異性低的模仿性商品或消費者對整體自有品牌的知覺品質;而消費者層級因素大多探討消費者對外部線索的依賴。本研究透過可以反應商店特性的高價有機自有品牌產品為例,探討影響消費者對於有機自有品牌購買意圖的影響因素。

研究抽樣對象為在台灣20歲以上認識好市多自有品牌,與曾購買過有機產品或具開伙習慣者;使用非隨機抽樣的立意抽樣於網路發放問卷。扣除無效問卷後有效樣本為183份,透過Amos作為統計分析工具,進行結構方程模型分析,檢驗研究模型之配適度,及通路商企業聲譽、自有品牌形象、知覺品質與購買意圖變數於整體模型之路徑係數以驗證本研究之假說。

研究發現,通路商企業聲譽與自有品牌形象會正向影響有機產品知覺品質;自有品牌形象與知覺品質正向影響有機產品購買意圖,而通路商企業聲譽對購買意圖則不具顯著的影響。因此,企業對於自有品牌所塑造的形象,是影響消費者產品品質認知及購買意圖重要的影響因素;研究顯示,通路商企業聲譽對購買意圖的影響,與自有品牌形象對購買意圖的影響,皆受到知覺品質的中介作用,意味著品質是影響購買意圖的重要因素。


第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 有機產品(Organic Product) 4
第二節 自有品牌(Private Brand) 5
第三節 購買意圖(Purchase Intention) 9
第四節 企業聲譽(Corporate Reputation) 9
第五節 品牌形象(Brand Image) 11
第六節 知覺品質(Perceived Quality) 13
第三章 研究方法 15
第一節 研究架構 15
第二節 研究設計 17
第三節 前測問卷結果 23
第四章 問卷資料分析 24
第一節 問卷回收情況 24
第二節 樣本基本資料 24
第三節 信度與效度分析 28
第四節 結構方程模型 32
第五章 結論與建議 38
第一節 研究結論 38
第二節 學術貢獻 39
第三節 管理意涵 39
第四節 研究限制與未來研究方向 40
參考文獻 41
附錄一 問卷 52


中文文獻
發展有機農業(2014)。行政院農業委員會施政績效。取自
http://www.coa.gov.tw/show_index.php#a
有機農業全球資訊網。臺灣有機農業面積。取自
http://info.organic.org.tw/
胡政源、姚朝瑞(2011)。有機農業善因社群倫理與社會責任之探索研究。 嶺東通識教育研究學刊。4卷2期,頁1-28。
AC尼爾森(2014年12月)。台灣自有品牌接受度提升,價格仍是主要購買因素。取自
http://www.nielsen.com/tw/zh/press-room/2014/
news2014TaiwanPrivateLabel20141222.html
行政院農業委員會( 2007)。農產品生產及驗證管理法。取自
http://www.coa.gov.tw/view.php?catid=18830
行政院農業委員會( 2009)。有機農產品標章。取自
http://www.coa.gov.tw/show_index.php
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