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研究生:陳慧如
研究生(外文):Chen Hui Ju
論文名稱:影響消費者購買私有品牌商品因素之研究
論文名稱(外文):A Study On The Influence Factors Of Private Brand Purchasing Behavior
指導教授:曾義明曾義明引用關係
指導教授(外文):Yi-Ming Tseng
學位類別:碩士
校院名稱:淡江大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:38
中文關鍵詞:私有品牌知覺風險價格意識
外文關鍵詞:private brandperceived riskprice consciousness
相關次數:
  • 被引用被引用:25
  • 點閱點閱:450
  • 評分評分:
  • 下載下載:109
  • 收藏至我的研究室書目清單書目收藏:2
私有品牌商品的銷售情形在最近這幾年快速成長,但在各品類的成長上是參差不齊的,這些差異值得研究,因此本研究透過十二個不同的商品來調查影響私有品牌銷售的決定因素,幫助解釋消費者對全國性品牌(national brands)和私有品牌(private brands)商品二者的購買偏好。樣本資料以多元迴歸與LISREL模式進行統計分析。本研究結論指出:商品特性的差異的確是影響私有品牌銷售的主要原因。當消費者認為商品品牌間的品質變異程度不大時或商品的搜尋屬性多於經驗屬性時,消費者對私有品牌商品的購買意願會增加。依據研究發現歸納成結論與建議,以供零售業及後續研究之參考。
Sales of private brands have been growing rapidly in recent years. But growth of private brands has been highly uneven across product categories. This difference is a topic worth studying and researching. This research examines what determinants help explain variations in purchasing preferences for national brands versus private brands across twelve different product categories. By using multiple regression analysis and LISREL model, the study concluded the following findings: Such inter category differences are really the most important reason of variation in PB share across markets. We can find that PB purchases in a category increase when consumers have lower quality variation between brands or when that category has more ”search” than “experience” characteristics. Theoretical and managerial implications of these results are discussed. At last, generalize a conclusion and suggestions from the discoveries getting in this research to be the reference materials of retailer and follow-up researches.
壹、緒論......................................1
貳、文獻探討與假設............................3
一、私有品牌..............................3
二、私有品牌及全國性品牌..................5
三、影響私有品牌銷售之因素................7
四、研究觀念與假設之發展..................8
(一)知覺風險.........................9
(二)價格意識........................11
(三)對零售商之態度..................11
(四)對私有品牌之態度................11
參、研究方法.................................13
一、研究設計與對象.......................13
(一)廠商的選擇.......................13
(二)產品的選擇.......................15
(三)研究對象的決定...................16
二、變數的操作性定義.....................17
三、問卷設計.............................19
四、分析方法.............................19
肆、資料分析結果.............................20
一、描述性分析...........................20
二、迴歸模型分析.........................22
三、LISREL模型分析.......................24
(一)基本模型.........................24
(二)建議模型.........................25
伍、結論與建議...............................30
一、研究結論.............................30
二、行銷實務及建議.......................32
三、後續研究發展.........................33
參考書目.....................................35
中文文獻.....................................35
英文文獻.....................................36
附錄一:LISREL................................i
(一)、LISREL之簡介..........................i
(二)、LISREL之理論架構......................i
附錄二:問卷.................................iv
中文文獻
1.成葆齡,「私有品牌披掛上陣」,突破雜誌,第103期,1994年,頁96-97。
2.李玉珍,「連鎖店經營管理實務」,經濟部商業司,2000年12月,頁116~118。
3.吳一斌,「品牌卡位鸁家」,維德文化出版,1999年1月。頁206~216。
4.林育卉,「企業形象、顧客滿意與品牌權益關係之研究─以連鎖便利商店為例」,銘傳大學管理科學研究所碩士論文,2000年6月。
5.邱譯賢,「連鎖零售商開發私有品牌策略之研究」,成功大學國際企業研究所碩士論文,2000年7月。
6.施陵子,「消費者對全國性品牌與私有品牌食品認知評比與行為分析」,東海大學食品科學研究所碩士論文,2000年1月。
7.張厚瑩、李昭慶、陳家祥,「零售業供應商選擇之探討」,第四屆服務管理研討會論文集,1998年3月。
8.張紹勳,「研究方法」,滄海書局出版,2000年2月。
9.桂世平,「加盟領進門,成敗在個人---連鎖加盟成功4大要素」,SOHO雜誌,2001年4月。
10.馬珍貞,「私有品牌的今日與明日」,流通世界,1994年10月號,頁35-39。
11.野口智雄 著、劉玫芬 譯,「價格破壞時代的自營品牌策略」,經濟部國際貿易局發行,1996年。
12.劉汝駒、陳弘元、劉郁敏,「流通百科」,金錢文化企業股份有限公司。1999年5月。
13.陳怡真,「商店品牌產品購買行為之決定性因素」,台大商研所碩士論文,1997年6月。
14.韓武益,「台灣零售業私有品牌商品之形象定位探討」,東海大學工業工程研究所碩士論文,1999年6月。
15.羅易,「私有品牌Private Brand」,動腦258輯,1997年10月。
英文文獻
1.Batra, Rajeev and Indrajit Sinha, (2000), “Consumer-Level Factors Moderating the Success of Private Label Brands”, Journal of Retailing, 76 (2), pp.175~191.
2.Bellizzi, Joseph A., Harry F. Krueckeberg, John R. Hamilton, and Warren S. Martin (1981), " Consumer Perceptions of National, Private, and Generic Brands," Journal of Retailing, 57 (4), pp.56-70.
3.Bettman, James R., (1974),"Relationship of Information-Processing Attitude Structures to Private Brand Purchasing Behavior", Journal of Applied Psychology, 59 (1), pp.79-83.
4.Blackett, T., (1988), “Researching Brand Names”, Marketing Intelligence & Planning, 9 (3), pp.5-8.
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7.Chang, Tzung-Zong and Albert R. Wildt (1994), “Price, Product Information and Purchase Intention: An Empirical Study”, Journal of the Academy of Marketing Science, 22 (1), pp. 16-27.
8.Cunningham, Isabella C.M., Andrew P. Hardy and Givovanna Imperia, (1982), " Generic Brands Versus National Brands and Store Brands", Journal of Advertising Research, 22 (5), pp.25-31.
9.Dhar, Sanjay K. and Steven J. Hoch, (1997), "Why Store Brand Penetration Varies by Retailer", Marketing Science, 16 (3), pp.208-227.
10.Dick Alan, Jain Arun K. and Paul Richardson, (1996), “The influence of store aesthetics on evaluation of private label brand”, Journal of Product & Brand Management, 5 (1), pp.19-28.
11.Dodds, William. B., Kent B. Monroe and Dhvuv Grewal, (1991), “Effects of Price, Brand and Store Information on Buyers’ Product Evaluations”, Journal of Marketing Research, 28 (3), pp.307-319.
12.Engel, J.F., Roger D. Blackwell and Paul W. Miniard, (1990), “Consumer Behavior” 6th.
13.Harrison, Dan, (1999), “Biggest Chains Hype Private Label,” Frozen Food Age, 47 (10), pp.1-4
14.Hoch, Stephen J. and Young Won Ha, (1986), "Consumer Learning: Advertising and the Ambiguity of Product Experience", Journal of Consumer Research, 13 (2), pp.221-233.
15.Hoch, Stephen J. and Shumeet Banerji, (1993), "When Do Private Labels Succeed?", Sloan Management Review, 34 (4), pp.57-67.
16.Hock, Stephen. J., (1996), “How Should National Brands Think about Private Labels? ”, Sloan Management Review, 37(2), pp.89-102.
17.Kamins, M. A. and L. J. Marks, (1991), “The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands, ” Journal of the Academy of Marketing Science, 19 (3), pp.177-185.
18.Lichtenstein, Donald R., Nancy M. Ridgway and Richard G. Netemeyer, (1993), "Price Perceptions and Consumer Shopping Behavior: A Field Study", Journal of Marketing Research, 30 (2), pp.234-45.
19.Livesey F. and P. Lennon, (1978), "Factors Affecting Consumers'' Choice Between Manufacturer Brands and Retailer Own Brands", European Journal of Marketing, 12 (2), pp.158-170.
20.Mariotti, John, (2001), Smart Things to Know about Brands and Branding, Capstone Publishing Limited.
21.Mogelonsky, Marcia, (1995), “When stores become brands.” American Demographics, 17 (2) , pp.32-38.
22.Narasimhan, Chakravarthi and Ronald T. Wilcox, (1998), "Private-Labels and the Channel Relationship: A Cross-Category Analysis", Journal of Business, 71 (4), pp.573-600.
23.Nelson, Phillip, (1974), "Advertising as Information", Journal of Political Economy, 82 (4), pp.729-754.
24.Quelch, John and David Harding, (1996), "Brands versus Private Labels: Fighting to Win", Harvard Business Review, 74 (1), pp.99-111.
25.Richardson, Paul S., Arun K. Jain and Atan Dick, (1996), "Household Store Brand Proneness: A Framework", Journal of Retailing, 72 (2), pp.159-185.
26.Rothe, James T. and Lawrence M. Lament, (1973), "Purchase Behavior and Brand Choice Determinants", Journal of Retailing, 49 (3), pp.19-33.
27.Schiffman Lean G.., (2000), “Consumer Behavior”.
28.Zeithaml, Valarie A., (1988), “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, 52 (3), pp.2-22.
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