消費者對修繕零售賣場自有品牌評估與購買意向之研究-以北區B&Q特力屋為例

A Research of Consumer’s Purchase Intention for Private Brand of Home Improvement Retailer-A case study of B&Q in north area

李駿(Jung Li)

指導教授 ： 廖淑伶

元智大學/管理學院/管理研究所/碩士(2008年)

https://doi.org/10.6838/YZU.2008.00080

摘要

微利時代的來臨，國內零售商紛紛推出自有品牌商品，成為消費者的購物選擇之一。對消費者而言，自有品牌商品代表的是便宜、超值，對零售商而言，自有品牌商品擁有高利潤、行銷成本低的優點。回顧過去研究，尚未有針對居家修繕賣場自有品牌商品之消費者購買意向研究，因此本研究以國內居家修繕零售龍頭-B&Q特力屋為研究對象，探討消費者之購買意向。
本研究以自有品牌商品推廣方式、消費者認知與需要以及消費者個人特性三種研究構面，分別探討對消費者購買意向的影響。
本研究利用便利抽樣方式，針對消費者發放問卷進行統計分析，研究結論如下:
一、自有品牌推廣
消費者在購買修繕賣場自有品牌商品時，商品包裝是否標示商店名稱會影響消費者的購買意向。而自有品牌商品有商店名稱，而商品屬於便利品時，消費者之購買意向相對較低。
二、消費者認知與需要
消費者對於有無看過、有無買過、有無需要自有品牌商品對消費者購買意向有正向影響。消費者購買商品前會對商品進行評估，形成對該項商品之知覺價值，並以此知覺價值做為購買行為依據，因此，消費者對於自有品牌商品知覺價值愈高，購買意向愈高。
品牌形象是消費者對於特定品牌產生之主觀聯想，本研究結果與Park, Jaworski與Maclnnis(1986)所提之商品的三種需求概念結果相同。本研究發現功能性高的消費者對自有品牌商品購買意向較高；象徵性高的消費者對自有品牌商品購買意向較高；經驗性高的消費者對自有品牌商品購買意向也較高。
當消費者對於企業形象看法愈好，該企業所推出之自有品牌形象看法也會愈好。
三、消費者個人特性
女性對修繕賣場自有品牌購買意向較高，主要原因可能為女性對於價格敏感較高，自有品牌商品相較其他知名品牌價格佔有極大優勢。另職業別的不同會影響購買意向，軍公教消費者對自有品牌商品之購買意向高於其他職業類別的消費者。

關鍵字

自有品牌 ； 品牌形象 ； 企業形象 ； 知覺價值 ； 購買意向

並列摘要

Nowadays, high profit generation has gone. Local retailers already have started launching their own private brands, which have become a new choice when consumers shop around. For consumers, a private brand stands for cheaper price and super value. For retailers, a private brand owns advantages of high profits and low marketing costs. However, topics regarding consumers’ purchase intentions for private brand of home improvement retailer can not be found in previous researches. Therefore, this research takes the number one home improvement retailer, B&Q Taiwan, as a research objective to study consumers’ purchase intentions.
This research includes three dimensions to explore influences by consumers’ purchase intentions. They are private brand propagation, consumers’ perceptions and needs and consumers’ characteristics.
The research and questionnaires were given to fill out by consumers. Conclusions are briefed as followings.
1. Private brand propagation：
When a consumer purchases private brand products in a home improvement center, the product package prints the store name or not will influence his or her purchase intention. If a consumer gets a clear and definite image that what he or she purchases is private brand products, the purchase intention is higher.
2. Consumers’ perceptions and needs:
Whether consumers see or not, buy or not, need or not, these factors all make a positive impact on consumers’ purchase intentions. Consumers take necessary evaluations on desired products before they buy. This behavior forms a perceived value towards a particular product, and consumers take that value even further to become a purchase behavior. Thus, the higher the perceived value, the higher the purchase intentions will be.
Brand image indeed affects consumers’ judgments on particular brand. The result of this research turns out the same conceptions of three needs on products as Park’s, Jaworski’s and Maclnnis’s researches (1986). This study discovers that consumers who are more functional, more symbolic and more experienced perform higher purchase intentions.
When a corporate image is identified and accepted by consumers, the corporate has a better chance to work on its private brand image successfully.
3. Consumers’ characteristics：
Female tends to hold higher purchase intension towards private brand of home improvement center. The main reason could be that female owns sensitivity towards price, and price of private brand is very competitive compared to other well-known brands. In additions, different occupation backgrounds also affect purchase intentions. For example, consumers who come from military and government administration backgrounds tend to hold higher purchase intensions towards private brand products compared to consumers from other occupation backgrounds.

並列關鍵字

Private brand ； Brand image ； Purchase intention ； Corporate image

參考文獻

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