影響量販店自有品牌忠誠度之重要因素探討 —以大台北量販店為例

The Key Factors Affecting Private Label Loyalty —The Hypermarkets in Taipei As an example

劉郁君(Yu-chun Liu)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2006年)

摘要

摘要
根據最新的全球消費者購物習慣調查報告顯示，通路自有品牌商品市占率以超過一般品牌兩倍的成長幅度一再攀升。目前，全球三分之二的消費者將通路自有品牌視為一般品牌商品外的另一個選擇。相較之下，自有品牌對台灣消費者屬新概念商品，目前仍處於導入期，因此，要如何讓消費者對自有品牌產生忠誠是一個很重要的課題。
本研究加入價格知覺來探討對品牌滿意的影響，並使用Allen and Mayer(1990)對承諾的看法來探討消費者的品牌滿意是否會透過承諾而對品牌產生忠誠，期望藉此研究提供量販店業者對於顧客品牌滿意與瞭解顧客品牌忠誠度之參考。
本研究以大台北地區量販店的消費者為研究對象，採用結構方程式模型(SEM)來分析，並使用AMOS統計軟體，進而了解各變項之間的關係，以驗證是否支持本研究之假設。
本研究發現：
1. 消費者知覺價格對自有品牌的品牌滿意有正向相關。
2. 情感性承諾對自有品牌再購意圖和推介意圖有正向相關。
3. 持續性承諾對自有品牌再購意圖沒有正向相關。
4. 持續性承諾對自有品牌推介意圖和負向向相關。

關鍵字

情感性承諾 ； 持續性承諾 ； 品牌忠誠

並列摘要

Abstract
Self-brand continues to steadily increase its share of the global marketplace. In fact, in more than two-thirds of the markets studied, self-brand value sales grew faster than manufacturer brand counterparts according to The Power of Private Label 2005 Executive News Report released today by AC Nielsen. On the other hand, self-brand is a fresh stuff to people in Taiwan. Therefore, how to make consumers become loyal to the self-brand is an important issue.
This study joins the price perception to discuss the effect on the brand satisfaction and uses the commitment of Allen and Mayer to discuss the mediator of brand satisfaction and brand loyalty, and hope to offer some suggestions to the retailers of the hypermarket.
This study was examined the context of shopping hypermarkets in Taipei, and provide 272 completed surveys, using the Amos SEM soft-ware to analyze and understand the relationship between the constructs.
According to the validating analysis results of the study: (1) Price perceptions have a positively direct relationship with customer satisfaction. (2) Satisfaction with the retail brand is positively related to affective and continuance commitment. (3) Continuance commitment has no effect on repurchase intentions. (4) Continuance commitment is positively related to repurchase intentions.

並列關鍵字

affective commitment ； continuance commitment ； brand loyalty

參考文獻

BIBLOGRAPHY

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