便利商店自有品牌形象與服務便利性對價格認知與購買意願之研究

The effects of Convience store's Private Brand Image and Service Convenience on Price perception and Purchase intention

楊孟德(Meng-De Yang)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2008年)

摘要

消費者心理隨著時代不斷的改變，從1950年代，以生產為導向的大眾行銷方式，演化到以2000的顧客整合銷行方式，消費者的觀念由重視產品，一直演化到目前重視消費價值，而且隨著消費者意識逐漸抬頭，品牌的價值也成為消費者關心的焦點。為了整合品牌在消費者心中的價值地位，通路商紛紛推出「自有品牌形象」商品，藉以提高競爭優勢與獲得合理的經營利潤。
目前市場中，便利商店自有品牌形象發展的競爭越形激烈，成為彼此相當關注的議題。本文針對 7-eleven 探討自有品牌形象，透過問卷調查的方式，共有322份有效問卷，並以統計工具LISREL 8.72版本進行實證分析，針對資料對於所假設的研究架構進行分析與探討。分析自有品牌形象與服務便利性對於價格認知與購買意願之影響。

關鍵字

自有品牌形象 ； 服務便利性 ； 價格認知 ； 購買意願

並列摘要

With the times continuing to change, consumer’s psychology from 1950s basis on production orientation of mass marketing evolved to 2000year integrated consumer marketing. Consumer’s concept from concern about product evolves to care about brand value continuously. Moreover, with consumer’s cognition is rising day by day, brand value also becomes the important point which the consumer focus on. In the order to making brand value positioning in consumer heart, distribution company is promoting private brand images of good, enhancing the company competitiveness to attain business profit, on purpose.
In recent market, convenience store’s private brand images competes intensely, this becomes a topic which researchers and managers pay increasing attention to.The paper exams about 7-eleven private brand images, we e-mail designed questionnaire to consumer and result received total of 320 responses. Then using LISREL 8.72 software , conducted LISREL analysis on received data and estimate study models as the effects of convenience store’s private brand and service convenience on price cognition and purchase intention.

並列關鍵字

Private Brand Image ； Service Convenience ； Price Perception ； Purchasing Intention

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