本研究目的在於探討量販店自有品牌偏好、信任感、購買意願對忠誠度的影響關係,研究方法採取問卷調查法,以家樂福消費者為研究對象,問卷共發放320份,收回有效問卷總共305份。資料分析經由敘述性統計分析、相關分析與迴歸分析等方法進行。研究結果發現:自有品牌偏好對於購買意願有顯著正向影響;自有品牌偏好對於顧客忠誠度有顯著正向影響;自有品牌偏好對於信任感有顯著正向影響;信任感對於購買意願有顯著正向影響;信任感對於忠誠度有顯著正向影響;購買意願對於忠誠度有顯著正向影響。最後,根據分析結果,本研究針對消費者與該商家提出建議,並針對後續研究提出建議以供參考。
The purpose of this research was to investigate the influence of private brand preference, trust and purchase intention on loyalty. The research method used a questionnaire survey for consumers of Carrefour's hypermarket. A total of 320 questionnaires were issued and a total of 305 valid questionnaires were returned. Data analysis was conducted through narrative statistical analysis, correlation analysis and regression analysis. The results of the study showed that: 1) brand preference had a significant positive effect on purchase intention; 2) brand preference had a significant positive effect on customer loyalty; 3) brand preference had a significant positive effect on trust; 4) trust does have a significant positive effect on purchase intention; 5) trust sense had a significant positive impact on loyalty; 6) purchase intention had a significant positive impact on loyalty. Finally, based on the results of analysis, this research proposed suggestions for consumers, the business and follow-up research for reference.