大賣場自有品牌形象與購買意願之研究
--以雲林地區為例

隨著工商經濟的瞬息萬變下，消費者對市場商品消費審慎態度的影響下，消費者對於量販店推出的自有品牌商品，雖在知名度上不如領導品牌，但已漸漸被社會大眾所接受。而且，隨著消費者知識水平、教育程度和消費水準的提升，消費者所注重的不再只是價格高低而言，還有產品品質和品牌形象，以前只專心在產品銷售上的零售商，現在則必須要同時注意自有品牌的行銷策略與品牌管理。本研究要了解消費者對於自有品牌購買意願為何，此外，消費者對某項事物產生態度後，是否可能因為某些因素，例如產品的銷售價格，而影響到實際的購買行為。因此本研究採取大賣場門口消費者問卷調查方式，探討不同性別、不同年齡層、職業類別與自有品牌形象、購買意願之間的關係。主要結論如下：一、在購買意願上而言，男性比女性對價格購面較具敏感度。二、在品質構面上而言，女性比男性要求較高。三、在年齡層上而言，青壯年比中年人對價格較具敏感度。四、在產品品質上而言，中年人比青壯年要求更高。五、消費者對自有品牌形象態度愈高愈有購買意願。

關鍵字

自有品牌；品牌形象；品質構面；價格構面；購買意願

並列摘要

With the changing rapidly of industry and business economy and the influence of the serious attitude of customers to the goods, the OBM (Ordnance Bench Mark ) of superstores for customers are not as famous as the leading brand, but most people accept it gradually. Besides, as customers knowledge, education level and consumption levels increase, consumers no longer focus on just high and low price, as well as product quality and brand image, Shopkeepers just concentrated on the sale before, but now they have to pay attention to the sale policy of OBM and the brand management. The research wants to realize that the wish of customers for purchasing the OBM. Besides, customers' attitude for something, for example the price of products affects the behavior of purchasing just because of some elements. So the research select the questionnaires to customers at the gates of superstores to survey the relation of purchasing wish between different sex, age, occupation and OBM image. Main conclusions: 1.For the purchasing wish, men are more sensitive than women. 2.For the quality aspect, women are more serious than men. 3.For the age group, the youth are more sensitive than the middle-age persons. 4.For the quality of products, the middle-age persons are more serious than the youth. 5.Customers who have the higher attitude to the OBM image have the more purchasing wish.