消費者性別對自有商品之購買行為與品牌形象之研究-以台中大型量販店為例

Gender Difference Between Purchasing Behaviors and Brand Image on Own-brand Products – A Case of Hypermarkets in Taichung

鄭伊茹(Yi-ju Cheng)

指導教授 ： 何晉瑋

朝陽科技大學/人文暨社會學院/應用外語系/碩士(2010年)

摘要

最近許多的零售商都漸漸趨向經營商店/私有品牌，其市佔率也逐漸受到重視且具有重要影響，儼然是個不容忽視的市場。以往在商店/私有品牌的文獻中，許多的研究都集中於普遍性的自有品牌或自有品牌食品類的探討。鮮少有針對消費者性別在自有商品上的探討。然而，對零售商而言，了解男性及女性是如何使用及評估該自有品牌非食品類的商品也是極為重要的面向。故本研究的目的是要探究男性與女性對量販店自有商品的購買行為與品牌形象之評估。本研究的樣本是取自在台中主要大型量販店消費後的消費者，採便利抽樣法，爲確保資料來源的正確性，本研究人員採面對面方式，由受測者當面填答，共發出460份。資料分析採用因素分析、獨立樣本t檢定、卡方檢定、單因子變異數分析及Cronbach’s α 作為分析工具，檢定所探究之各項假設。本研究結果顯示，男性與女性在購買行為五大決策中，無顯著差異。此外，男性與女性在品牌形象三大要素中，亦無顯著差異。基於此研究結果，本研究在知識貢獻方面所強調的見解是，如欲了解消費者性別在自有品牌商品消費上是否有差異的議題進行進一步探討，後續的研究者可選擇具有性別取向的自有品牌商品，如服飾、飾品配件、鞋子，如此就能了解男女性別在自有商品的消費情況。

關鍵字

自有品牌

並列摘要

Recently, numerous retailers carry store brands, and it continues to increase in importance in terms of market share. After reviewing previous literatures in this area, most of them tend to discuss own-brand in general or focus on food products only. Little research has been done in own-brand consumption on gender differences especially in hypermarket. However, it is also important for retailers to realize how the own-brand non-food products would be use and evaluate by both males and females. Thus, this study aims to explore the perception of own-brand consumptions from perspectives of males and females in hypermarkets. The EKB model is a measure designed to predict purchasing behavior of customer. Then the BCM model is developed for evaluation of brand image. Data were analyzed using convenience sampled method and applied the following methods to verify all hypotheses: factor analysis, t-test, chi-square, one-way ANOVA and Cronbach alpha coefficient. A total of 460 copies were conducted by face to face and collected immediately from each hypermarket in Taichung. Results support that males / females do not significant differences on these five purchasing decision making process. Further, the findings support that males / females do not significant differences on three dimensions of brand image. In a nutshell, the contribution to knowledge of this thesis is to highlight a valuable insight that additional study may select the products such as the apparel, accessories, and shoes, based on the gender distinction, to further understand gender difference on own-brand consumption.

並列關鍵字

own-brand

參考文獻

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