消費者對便利商店自有品牌商品之購買涉入、品牌形象與購買行為研究：以7-SELECT為例

A Study of Consumer's Purchasing Involvement, Brand Image and Purchasing Behavior for 7-SELECT Merchandises

林予雯(Yu-Wen Lin) ； 陳姿伶(Tzy-Ling Chen) ； 蔣憲國(Shiann-Gwo Jeang)

《台灣農學會報》 14卷3期 (2013/06) Pp. 291-313

https://doi.org/10.6730/JAAT.201306_14(3).0006

摘要

本研究以統一超商自有品牌7-SELECT商品為研究範疇，分析消費者購買涉入、品牌形象對購買行為之影響，並探討個人、家庭特性變項對購買涉入之影響。於台北、台中、高雄三地以簡單隨機抽樣法方式，選擇從統一超商店內出來的18歲以上、認識7-SELECT品牌之消費者為問卷調查對象，共計獲得有效回收問卷394份。本研究運用因素分析、成對樣本T檢定、相關分析與迴歸分析，以驗證研究假說，結果發現：1. 經因素分析將購買涉入分為「商品相關資訊之探尋」和「商品購買之比較與選擇」二構面。品牌形象分為「功能性」和「象徵性」二構面。2. 消費者對商品相關資訊之探尋與商品購買之比較與選擇，均會明顯正向影響商品功能性形象與整體品牌形象；商品相關資訊探尋則對商品象徵性形象有顯著正向影響。3. 從邏輯迴歸分析得知，消費者對商品相關資訊探尋愈重視，其購買金額、購買頻率以及未來購買意向愈增加；但愈注重商品購買之比較與選擇，其購買頻率會減少；而消費者品牌功能性形象會正面影響其購買頻率與未來購買意向。

關鍵字

便利商店自有品牌 ； 7-SELECT商品 ； 購買涉入 ； 品牌形象 ； 購買行為

並列摘要

This research focuses on the relationships between consumer's purchasing involvement, brand image and purchasing behavior for 7-SELECT merchandises. The effects of personal and family characteristics on purchasing involvement are also studied. Using consumers over eighteen years old in Taipei, Taichung and Kaohsiung, who know the brand of 7-SELECT as the subjects for a questionnaire survey, a total of 394 effective responses were collected. Analysis using factor analyses, paired-samples T tests, correlation analyses and regression analyses allows the following conclusions to be drawn:1. The results of a factor analysis of consumers' purchasing involvement show that two factor constructs:”exploration of commodity-related information” and ”comparison and selection of the commodity to buy” are identified. The results of a factor analysis of brand image for 7-SELECT merchandise also identify two factor constructs:”functional image” and ”symbolic image.”2. Both factor constructs for consumer's purchasing involvement are confirmed to have a significant positive effect on brand image and its factor construct of ”functional image.” In addition, there is a significant positive effect for ”exploration of commodity-related information” on ”symbolic image”.3. The results of a logic regression analysis show that the more attention consumers pay to ”exploration of the commodity-related information,” the greater are the amount purchased, the frequency and the future intention to purchase behaviors. The greater the consumer's purchasing involvement in ”comparison and selection of the commodity to buy,” the lesser is the purchasing frequency. The analysis further demonstrates that symbolic image has a significant positive effect on consumer's purchasing frequency and future purchasing intention.

並列關鍵字

private brand of convenience store ； 7-SELECT merchandise ； purchasing involvement ； brand image ； purchasing behavior