零售商自有品牌商品購買因素之研究

The Study of the Influence of Private Brand of Retailer on Consumer Purchase Intention

陳亮都(Liang-Tu Chen) ； 江沛蓉(Pei-Jung Chiang)

《管理學術研討會》 第七屆 (2009/11) Pp. 490-494

https://doi.org/10.29893/NCUTMAN.200911.0490

摘要

在全球景氣低迷、物價上漲之際，消費者對價格相當敏感，此時零售通路商推出「物超所值」的自有品牌商品，正符合消費大眾的期待及需求。先前學者研究多著重於便利商店及電子業自有品牌產品領域，且較少有探討量販店自有品牌商品種類與購買意願間的相關研究，故本研究旨在探討消費者對量販店自有品牌商品的知覺品質、品牌形象、品牌忠誠度所造成之購買意願，另外也探討量販店自有品牌商品種類是否會影響消費者之購買意願。經由問卷調查、資料蒐集與分析結果得知，影響消費者購買意願程度大小依序爲品牌形象、品牌忠誠度、知覺品質，顯示消費者在購買零售商自有品牌商品時最重視的是品牌形象，因此零售商必須先提升自有品牌之品牌形象再建立其忠誠度，最後再改變消費者對零售商自有品牌品質的認知。除此之外，本研究發現消費者在不同產品種類的品牌形象、品牌忠誠度、知覺品質對購買意願之影響均有顯著差異，因此業者必須針對不同產品種類推出不同的行銷策略。

關鍵字

零售商 ； 自有品牌 ； 購買因素

並列摘要

When the whole world economy is slow and prices of commodities rise, the consumers are quite sensitive to the price. In this economic situation, the retailer promoting ”the above the price in value” of private brand products is tallying with populace's anticipation and demand. Former scholars studied emphatically in the domains of convenience store and electronic industry with private brand products, and had less discussion on the related research of warehouse store. Therefore this research is for the purpose of discussing the influence of consumer perceived quality, brand loyalty and brand image on purchase intention. Another purpose is to discuss the diversity of the different product categories. After questionnaire survey, based image on the consumer views about private brand products, the analytic results show that brand image has the most significant effect than brand loyalty and perceived quality on the consumer purchase intention. This demonstrates that the consumer most takes seriously is the brand image when they purchase private brand products. Therefore the retailer must promote brand image first and then establish their loyalty, finally change the quality cognition on the private brand. In addition, this research also clarifies that the consumer brand image, brand loyalty and perceived quality to purchase intention are significantly dissimilar between different product categories. Therefore the entrepreneur must use the different marketing strategies to the different product categories.

並列關鍵字

Retailer ； Private brand ； Purchase intention