- 期刊
品牌形象、知覺價格、知覺品質與知覺價值對私有品牌購買意願之影響-以7-SELECT The Beer 啤酒為例
The Influences of Brand Image, Perceived Price, Perceived Quality,and Perceived Value on Purchase Intention of Private Label Brand:A Study on 7-SELECT The Beer
摘要
品牌與價格是消費者判斷產品品質時重要的外部線索；零售商發展私有品牌歷史悠久，7-SELECT The Beer 為台灣地區第一個私有品牌啤酒產品。本研究旨在探討私有品牌品牌形象、知覺價格、知覺品質、知覺價值及購買意願間之關係，以 7-SELECT The Beer 啤酒之消費者為研究對象。透過網路問卷收集資料，共收集415 份有效問卷，使用結構方程模式進行資料分析。研究結果發現，品牌與價格二個外部線索經由消費者感受到的「品牌形象」與「知覺價格」顯著影響了消費者對私有品牌7-SELECT 啤酒的知覺品質；知覺品質則顯著正向影響產品的知覺價值，進而正向影響其購買意願。而知覺品質與知覺價格對購買意願之影響，則受到知覺價值之中介。
並列摘要
Brand and price are the significant extrinsic cues for a consumer to infer product quality. This study aims to examine the relationships among brand image, perceived price, perceived quality, perceived value and purchase intention of 7-SELECT The Beer, the first private label of its category in Taiwan, where private labels have had a long history. The survey was conducted with the employment of online questionnaires. The 415 valid samples collected were analyzed with structural equation modeling. The results show that brand image and perceived price, consumers' perception of the two extrinsic cures: brand and price, significantly affect perceived quality and perceived value; perceived quality also has positive effect on perceived value, which in turn positively affect purchase intention. The relationships between ＂perceived quality - purchase intention＂ and ＂perceived price - purchase intention＂ are mediated by perceived value.