知覺價值、品牌權益、信任與知覺品質對購買量販店自有品牌之研究

郝昌玲(Chang-lin Hao)

指導教授 ： 滕曉雲

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2011年)

摘要

近年來台灣的量販店自行開發產品，並掛上自己的品牌，也就是所謂的通路品牌或自有品牌，如家樂福的「家樂福超值」、愛買的「Leader Price（利德派思）」、大潤發的「FP（First Price）」等。由於消費者對自有品牌的認識也越來越多，自有品牌的產生已逐漸影響社會大眾的消費型態。
本研究欲深入探討消費者購買量販店自有品牌商品時，消費者的知覺價值、知覺品質、品牌權益、信任是否會影響其購買意願。本研究在高雄、屏東量販店前對消費者發放問卷，採隨機抽樣法，共發出300份問卷，實際有效問卷為231份。資料分析採用次數分配、複選分析、複選交叉分析及迴歸分析，作為分析工具，檢定所探討之各項研究假設。
根據本研究實證結果顯示，性別與購買自有品牌類型與購買自有品牌的理由無直接關係，因此建議量販店業者可以不用在行銷上針對性別做區隔，且價格便宜除了會影響顧客的購買意願，業者也可以加強廣告上的促銷進而增加量販店自有品牌的購買意願。此外，消費者願意購買量販店自有品牌是因為相信量販店的通路品牌，而並非產品本身品質，所以可以建議量販店增加自身通路品牌之知名度，以提升消費者對通路品牌的信任，進而提升購買意願。

關鍵字

自有品牌 ； 知覺品質 ； 品牌權益 ； 信任

並列摘要

In recent years, the scale of the vendor shop to Taiwan since the products, and development (hang their brand, also is the so-called pathways brand or their own brands, such as carrefour "carrefour value", the "Leader love buying Price (reed sent think)", the "big embellish FP method, Price, etc.)" we The consumers'' private brand recognition of the knowledge and the more, the more their own brands to the generation of society in general has gradually affect consumption patterns.
This study discusses scale to consumers to buy private brand shop selling goods, consumer perception of value, the perceived quality, brand rights and interests, and trust would affect its purchase intention. This study in kaohsiung, pingtung regarding the vendor shop for consumers, before a questionnaire by random sampling, 300 questionnaires were issued, actual and effective questionnaire for 231 copies. Details of the analyses the distribution, check the number analysis, check cross analysis and regression analysis, as a tool of analysis, discusses the research hypotheses of labeled.
According to this study the empirical results show that gender and buy their own brand type and buy their own brand of reason, so there is no direct relationship advice stores in the marketing industry can need not on gender segregation, and the price is cheap in addition to will impact on customer''s willingness to buy, companies can also strengthen advertising sales promotion and increase their own brand stores the purchase intention. In addition, consumers are willing to buy private brand stores is because I believe the access of the brand stores, and not the product itself, so can suggest quality stores increase their own brand awareness of access, to enhance the consumer access to the trust of the brand, and enhance the purchase intention.

並列關鍵字

and perceived quality ； own brand ； brand rights and interests ； trust

參考文獻

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