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-SELECTthe Beer啤酒之消費者為研究對象。以透過網路以問卷收集資料,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,進而正向影響其購滿意願。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。
Brand and price are the significant extrinsic cues for a consumer to inter 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 is conducted with the employment of on-line questionnaires. The 415 valid samples collected are analyzed with structural equation modeling. The results show that brand image and perceived price, consumers' perception of the two extrinsic cues: brand and price, significantly affect perceived quality; perceived quality positively affect 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.