消費者特徵及商店品牌忠誠對商店品牌產品購買行為之研究－以便利商店之飲料產品為例

商店品牌在歐美已經發展很長一段時間，數年前許多國內大型連鎖零售業陸續引進商店品牌，也造成了一股商店品牌風潮。在商店品牌剛推出時，由於價格比起製造商品牌低廉，形象與知名度並不高，因此消費者普遍認為其品質不如製造商品牌。本研究在探討消費者對商店品牌，是否存有品牌忠誠，其中加入消費者購買時可能考慮的因素，來檢測對消費者對商店品牌購買的選擇是否有影響。研究中運用邏吉斯迴歸（logistic regression），來檢測消費者的品牌忠誠，將邏吉斯迴歸分為兩個模型，得到數項共同擁有的購買因素，之後再將品牌忠誠分為一般忠誠，以及偏好和前次購買，分別放入兩個邏吉斯迴歸模型中，以此來檢測消費者是否存有商店品牌忠誠。本研究選取7-ELEVEN連鎖便利商店中，飲料的商店品牌作為本研究的對象。研究結果顯示商店品牌忠誠目前並不存在，但是知覺風險與採購金額會影響購買行為，其中以知覺風險對購買行為的影響最為顯著，顯示消費者對於商店品牌的飲料品質還是抱有較低的知覺風險。根據本研究結果所提出之行銷意涵，零售業者應多注意商店品牌產品的品質，屬於價格較低比較沒有知覺風險的產品，所以商店品牌的產品開發策略，應該開發較沒有知覺風險的產品，若開發高單價的商店品牌產品，消費者基於高知覺風險，而減少商店品牌產品的購買意願，進而影響到商店品牌產品的銷售量，會導致高單價商店品牌產品的失敗。

關鍵字

商店品牌；製造商品牌；品牌忠誠；邏吉斯迴歸模型

並列摘要

Store brand has been developed for a long time in Europe and the United States. Many large chain retail store brand gradually launched several years ago, then, caused a wave of store brands widespread. Store brand just launched, due to the low price than the manufacturer brand image and popularity is not high, so consumers generally believe that its quality is not as good as the manufacturer brand. This study tries to figure out whether consumer has a loyalty on store brand or not? This model added some factors which consumer may be considered when they bought, in order to detect whether these factors will affect the choice of store brand buying. The methodology of this study is logistic regression. We use two models to measure consumer brand loyalty on store brand. The first model is to measure the general loyalty on store brand but the second model is separate loyalty to first purchase (not loyalty) and last purchasing (preference). We choose the beverage store brand of convenient retail 7-11 as our sample. The research result show that the store brand loyalty does not exist. However, the perceived risk and the purchase amount will affect buying behavior. Perceived risk has the most significant impact on the buying behavior indicates that consumers have a lower perception of the quality of beverage store brand. According to the marketing implications of the results of this study, the retailers should pay more attention to the quality of store brand products which lower prices represent low perceived risk. Therefore, store brand product development strategy should be developed low perceived risk product. On the other hand, if retailors develop high-priced store brand products, consumers feel the high perceived risk and reduce the willingness to purchase store brand products. As a result, the sales of store brand products will lead to the failure which causes by the high-priced store brand products.