過去二十年來,私有品牌的重要性急劇增加,並且改變了許多的購買與消費行為,私有品牌扮演改善業者通路收益率的重要角色,它更是具備提高消費者的吸引力與建立忠誠度的能力。 由於私有品牌的商店形象與私有品牌形象是零售業者發展私有品牌時建立「成功差異化策略」的根本要求,且消費者會經由對從連鎖通路業者的商店形象與私有品牌形象兩大特徵所接受到的訊息作為購買私有品牌的決策之依據,進而產生對連鎖通業者產生依賴程度。故本研究嘗試將商店形象(服務、便利性、品質、種類、價格�價值與氣氛)與私有品牌形象(品質與情感)兩構面,探討其是否會透過私有品牌滿意度與私有品牌忠誠度對商店忠誠度產生影響。 本研究採驗證性方法,以問卷調查方式進行,以商店形象與私有品牌形象研究為主題,且以連鎖便利商店的消費者為研究對象,共回收479份有效問卷,並以LISREL進行實證分析,結果發現理論模式適配情形良好,研究結果多數假設被支持,證實商店形象與私有品牌形象會影響私有品牌滿意度,私有品牌滿意度影響私有品牌忠誠度,最後透過私有品牌忠誠度影響商店忠誠度。此外,商店形象也會影響私有品牌形象。
The importance of private brands have tremendously increased over the past two decades and changed many consumption behaviors. The private brands play a major role in improving chain stores’ profitability, and then annual sales around the world are nearly ten billion dollars .Otherwise, the ability of private brands to increase consumers’ attraction and to build loyalty. The private brand’s store image and private brand image are laying a solid foundation for “success in differentiability strategy’’ when chain stores development of a private brand. Implication consumers’ purchase private brands’ strategy depend on chain store’s store image and private brand image characteristic messages, and make consumers deeply depend on the chain store. To conclude, this study use store image and private brand image two aspects discuss that if store image and private brand image would, through private brand satisfaction and private brand loyalty, influence store loyalty. We distribute questionnaires to the companies which fit in our research topic, there are chain convenience stores. This paper used 479 received questionnaires to analyze it with LISREL. The majority results support our hypotheses. The results show that store image and private brand image have positive relationship through private brand satisfication, and then private brand satisfication has positive relationship through private brand loyalty. Eventually private brand loyalty has positive relationship trough sotre loyalty. Besides, store image also has positive relationship through private brand image.