知覺風險、知覺品質對購買意願之關係研究-以好市多自有品牌為實證

The Effects of Perceived Risks and Perceived Quality on Purchase Intention-The Case of COSTCO and KIRKLAND

潘聖元(Shen-Yuan Pan)

指導教授 ： 曾義明

淡江大學/商學院/國際企業學系碩士在職專班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00910

摘要

近年來，於臺灣各大零售通路越來越容易發現商店推出自有品牌商品，對零售通路商而言，自有品牌利潤較高，而消費者對自有品牌也越來越熟悉，自有品牌已逐漸影響社會大眾的消費型態。本研究欲探討消費者購買量販店自有品牌商品時，商店品牌形象及消費者知覺風險、知覺品質是否會影響其購買意願，利用發放問卷的方式，進行實證探討，期望研究結論對量販通路業者之經營與其產業之發展有所貢獻。

本研究選定以好市多汐止店實際購物的會員為研究調查對象。並於2011年8月5日至2011年8月13日進行問卷調查。總計發放350份問卷，回收問卷數為338份，回收率96.57%，扣除填答不完整、遺漏或資料有效信度低的問卷，實際有效問卷總數306份，有效回收率87.43%。

研究結果主要如下:
一、零售商店形象愈佳，消費者對於該零售通路自有品牌商品知覺品質愈高。
二、零售商店形象愈佳時，將降低消費者對於自有品牌知覺風險。
三、消費者對於自有品牌知覺品質愈高時，購買意願則愈高。

由本研究結果，建議零售通路業者若想要提高顧客購買意願，可從提供完善舒適的購物環境及建立良好的商店形象，並加強完善的售後服務，以增進顧客購買意願進而提升顧客的回購率。另研究也發現消費者已能接受自有品牌商品，故廠商若能嚴加管控自有品牌商品之品質，將能大大提升自有品牌商品之銷售量。

關鍵字

商店形象 ； 知覺風險 ； 知覺品質 ； 購買意願 ； 自有品牌

並列摘要

Lately, it is more and more easier to find private products in the retail environment in Taiwan.Private brands can bring profits, nowadays, consumers are more familiar with private brands;therefore have made significant inroads into retail industry and influenced consumers’ purchase behaviors. The purpose of this study is to investigate the consumer’s purchase intention toeard retail store brands , the factors that influence it. in the hope to offer contribution to the development of the wholesale business.

This study adopted a survey research design, were collected COSTCO member in COSTCO store of sigi’s retail stores.
1、Perceived brand image of retail store would influence consumer’s purchase
intention.
2、Better store image can not only reduce consumer but also promote quality
of store brand products.
3、Furthermore consumers who have higher perceived quality would have
higher purchase intentions toward retail store brands.

According to the result of the study, it is suggested that the wholesale stores, if want to improve the customer wishes to purchase, can provide better shopping environment and establish a good image of the store, and to provide comprehensive after-sales service, to enhance customer purchase intentions.

Another study also found that consumers have begun to accept its own brand products, Therefore, strictly control the quality of own-brand products will greatly enhance its own brand of sales.

並列關鍵字

Store Image ； Perceived Risks ； Perceived Quality ； Purchase Intention ； Private Brand

參考文獻

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