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研究生:林瑋琳
研究生(外文):Lin, Wei-Lin
論文名稱:品牌熟悉度、知覺風險、知覺價值與品牌關係對自有品牌購買意願之影響─以廣告代言人為干擾變數
論文名稱(外文):The Effects of Brand Familiarity, Perceived Risk, Perceived Value and Brand Relationship on Private Brand Purchase Intention: The Moderating Role of Endorser
指導教授:吳立偉吳立偉引用關係
指導教授(外文):Wu, Li-Wei
口試委員:張國雄林呈昱吳立偉
口試委員(外文):Zhang, Guo-XiongLin, Chen-YuWu, Li-Wei
口試日期:2014-01-08
學位類別:碩士
校院名稱:東海大學
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
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:55
中文關鍵詞:品牌熟悉度知覺風險知覺價值品牌關係購買意願廣告代言人
外文關鍵詞:Private BrandBrand FamiliarityPerceived RiskPerceived ValueBrand RelationshipPurchase IntentionEndorser
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隨著零售商自有品牌日益趨增,商品也越來越多元化。許多零售商紛紛推出「物美價廉」的自有品牌商品來迎合消費者的需求,且增加銷售額,因而促使本研究想進一步了解影響消費者購買自有品牌商品之因素。本研究利用LISREL結構方程從消費者處理外部資訊所累積的品牌熟悉度切入,探討如何影響消費者的知覺風險、知覺價值與品牌關係。接著分析上述之變數對自有品牌商品購買意願的影響,最後以廣告代言人來檢驗是否干擾知覺風險、知覺價值與品牌關係對自有品牌商品購買意願。本研究結果發現品牌熟悉度顯著負向影響知覺風險,且顯著正向影響知覺價值和品牌關係。進一步研究結果發現知覺風險負向影響購買意願,而知覺價值和品牌關係則顯著正向影響購買意願。最後,廣告代言人負向干擾消費者的知覺風險對商品購買意願的影響,而正向干擾消費者的知覺價值對商品購買意願及品牌關係對商品購買意願的影響效果。
With the increasing number of private brands of retailers, merchandises became more diversified. Numerous retailers launch “affordable and quality” private brands to cater to consumers’ needs, and thus increase their sale figures. Therefore, this phenomenon prompts this study to understand the factors which affect consumers to purchase private brands. The study started with brand familiarity which is accumulated by consumers when they address external information and uses LISREL structural equations to explore how to influence consumers’ perceived risks, perceived values and brand relationship. Next, this study analyzes the effects of the above variables on purchase intention of private brands. Finally, the study uses endorsers to examine whether the effects of perceived risks, perceived values and brand relationship on purchase intention of private brands are moderated. The result shows that brand familiarity significantly has a negative impact on perceived risks but positively affects perceived values and brand relationship. Further result indicates that perceived risks adversely influence purchase intention while perceived values and brand relationship have a significant and positive effect on purchase intention. In the end, endorsers negatively moderated the effect of perceived risks on purchase intention but positively moderated the effects of perceived values and brand relationship on purchase intention.
摘要 I
目次 III
表次 IV
圖次 V
壹、 緒論 1
一、 研究背景及動機 1
二、 研究目的 3
三、 研究流程 4
貳、 文獻探討與研究假說 5
一、 自有品牌 5
二、 品牌熟悉度 7
三、 知覺風險 8
四、 知覺價值 9
五、 品牌關係 10
六、 購買意願 13
七、 廣告代言人 14
參、 研究方法 17
一、 研究架構 17
二、 變數操作型定義與衡量 18
三、 問卷設計與抽樣調查 19
四、 資料分析法 20
肆、 實證結果分析 24
一、 樣本之基本資料描述 24
二、 驗證性因素分析 25
三、 相關性與整體配適度檢驗 29
四、 整體配適度分析 30
五、 研究假設驗證分析 32
伍、 結論與建議 36
一、 結論 36
二、 管理意涵 38
三、 研究限制與未來發展之建議 40
參考文獻 42
附錄(一) 47
附錄(二) 51

網路資源
1.Information Resource Inc. http://www.iriworldwide.com/
2.行政院公平交易委員會 http://www.ftc.gov.tw/
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