臺灣博碩士論文加值系統

本研究分別就產品屬性(便利品與選購品)與自有品牌(製造商品牌與零售商自有品牌)為干擾因素，以品牌權益觀點為主軸進行品牌權益模式之驗證，探討消費者在不同產品屬性與不同品牌分類下之購買意願。
競爭激烈市場下，具差異化商品才能免於市場的高速汰換，依Keller (2001) 提出品牌的重要性作為識別產品的來源，能減少消費者所需負擔的風險、成本，且能成為一象徵表象及品質保證的符號。另外，產品屬性也是購物過程中能簡化複雜消費決策的重要因素，因為不同產品屬性傳遞之訊息會影響消費者購買決定與意願。因此許多大型零售量販店開始銷售自有品牌產品已變成趨勢，藉以提供具差異性的產品形象。
本研究欲以消費者觀點，在不同產品屬性(便利品與選購品)與自有品牌(製造商品牌和零售商自有品牌)分類下，衡量消費者購買製造商品牌和零售商自有品牌商品之購買意願上的差異。同時，建立品牌權益之結構模式，探討知覺品質、品牌忠誠度、品牌知名度及品牌聯想等四構面間之關聯與購買意願之關係。
實證結果證實本研究所提之觀念架構是適合，首先在品牌權益模式方面，品牌權益模式衡量之因素包括知覺品質、品牌忠誠度、品牌知名度及品牌聯想之建構的解釋力皆達到顯著水準。而在品牌權益與購買模式方面，也具有顯著正向影響關係，更顯示衡量模式的可信度。其中本研究不論便利品或選購品上，消費者都視品牌為象徵性資訊，若品牌能給消費者更多驚奇則使消費者對此品牌有更深的偏好或印象，也就會對產品本身好的品質認同。另外，本研究也發現消費者在生活品質與環境變化下，對於零售商自有品牌產品的接受度越來越高，也就是零售商積極以正面商品形象與良好消費環境創造自有品牌商品的購買意願和消費者忠誠度之策略，以漸在市場上得到消費者的信賴。

The study evaluates the framework of brand equity and purchase intention between product attributes and store brand base on consumers’ view of brand equity. The study’s framework is affected by product attributes (convenience goods and shopping goods) and store brand (manufacture brands and private brand).
In competitive markets, product with significant feature usually is not eliminated through competition. According to Keller (2001) et. al., brand is the most important factor for a product. This is even true when a new product or brand can reduce the risk and cost that costumer face. The brand is a sign and guarantee. Furthermore, product attribute is also an important factor to make shopping easier since their purchase intensions are influenced by product attribute. Therefore, retail stores are developing private brands to make their products more competitive.
The study proves that the framework of brand equity and purchase intension is influenced by product attributes (convenience goods and shopping goods) and store brand (manufacture brands and private brand) by consumers’ view. Furthermore, the study evaluates the relationship among brand awareness, brand associations, perceived quality and brand loyalty in order to prove the construction of brand equity and purchase intension.
The study shows that the relationships between brand awareness, brand associations, perceived quality and brand loyalty are significant. In additional, there is empirical significant level is between brand equity and purchase intension. The study shows neither convenience goods nor shopping goods make as much impact as the brand on consumers. If brand can give impressing sign or message to people, then consumers have strong image about brand. Otherwise, the study finds that people will purchase private brand according to the strategies of brand image and store image.

中文摘要…………………………………………………………………………………Ⅰ
ABSTRACT.....................................................Ⅱ
誌謝………………………………………………………………………………………Ⅲ
目次………………………………………………………………………………………Ⅳ
表目錄……………………………………………………………………………………Ⅶ
圖目錄……………………………………………………………………………………Ⅸ
第一章 緒論……………………………………………………………………….....1
1.1 研究背景與動機………………………………………………………………....1
1.2 研究目的………………………………………………………………………....5
1.3 研究範圍………………………………………………………………………....6
1.4 研究流程………………………………………………………………………....7
第二章 文獻探討………………………………………………………………………..8
2.1 品牌權益………………………………………………………………………....8
2.1.1 品牌權益定義………………………………………………………………....8
2.1.2 品牌權益構面衡量……………………………………………………….....12
2.1.3 品牌知名度、品牌聯想、知覺品質與品牌忠誠度之關聯與假設推導.....16
2.1.4 品牌聯想、知覺品質與品牌忠誠度之關聯與假設推導…………………...17
2.1.5 知覺品質與品牌忠誠度之關聯與假設推導…………………………….....18
2.2 自有品牌…………………………………………………………………………..19
2.3 產品屬性…………………………………………………………………………..25
2.4 購買意願…………………………………………………………………………..28
2.4.1 購買意願定義…………………………………………………………….....28
2.4.2 購買意願構面衡量……………………………………………………….....29
2.5 品牌權益、自有品牌、產品屬性與購買意願之關係與假設推導……………..30
第三章 研究方法…………………………………………………………………………36
3.1 研究架構…………………………………………………………………………..36
3.2 研究假設彙總……………………………………………………………………..37
3.3 研究變數之操作性定義與衡量…………………………………………………..39
3.4 問卷設計…………………………………………………………………………..41
3.5 預試分析…………………………………………………………………………..43
3.5.1 因素分析、信度及效度分析…………………………………………….....43
3.6 資料分析方法……………………………………………………………………..46
第四章 資料分析結果.............................................49
4.1 敍述性統計分析………………………………………………………….......49
4.1.1 樣本結構分析…………………………………………………………….....49
4.1.2 研究變數之敍述性統計分析………………………………………….......51
4.2 因素、信度與效度分析………………………………………………………....55
4.2.1 因素分析……………………………………………………………….......55
4.2.2 信度、效度分析…………………………………………………………......58
4.3 品牌權益模式之驗證性因素分析………………………………………………...60
4.3.1 品牌權益模式原始模式…………………………………………………......60
4.3.2 品牌權益模式修正模式………………………………………………........63
4.4 四個產品完整模式驗證分析……………………………………………........70
4.4.1 干擾因素之驗證分析…………………………………………………........70
4.4.2 四個產品模式直接影響結果之比較……………………………………......84
4.5 研究結果討論……………………………………………………………………...89
4.5.1 品牌權益模式……………………………………………………………......89
4.5.2 驗證品牌權益完整模式………………………………………………........91
第五章 研究結論與建議………………………………………………………………..100
5.1 研究結論…………………………………………………………………........100
5.1.1 品牌權益與購買因素模式建構………………………………………........100
5.1.2 驗證品牌權益模式……………………………………………………........102
5.2 實務建議…………………………………………………………………........104
5.3 研究限制....................................................106
5.4 後續研究建議.................................................107
參考文獻…………………………………………………………………………………..108
附錄A-問卷一(生活紙品類)…………………………………………………………….113
附錄B-問卷二(家電用品類)…………………………………………………………….116

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網站部分
1. 台灣家樂福網站 http://www.carrefourpt.com.tw/
2. 台灣大潤發網站 http://www.rt-mart.com.tw/
3. 台灣愛買網站 http://www.fe-geant.com.tw/
4. 台灣好市多網站 http://www.costco.com.tw/
5. 行政院主計處網站 http://www.dgbas.gov.tw/
6. 美國自有商品協會（Private Label Management Association, PLMA）
http://www.plma.com/
7. 美國行銷協會(American Marketing Association, AMA) http://www.ama.org.com
新聞部分
1. “貨比三家不吃虧！ 大賣場自有品牌 低價大掃描”,工商時報-時報資訊
(2008)