量販店自有品牌之品牌種類、商店名稱對品牌評價影響之研究─產品類別、商店形象干擾效果之探討

The Effects of Brand Category and Store Name of Hypermarkets’ Private Label Brand on Consumer’s Brand Evaluation: The Moderating Effects of Product Category and Store Image

李清松(Ching-Sung Lee)

指導教授 ： 廖淑伶 博士

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

近幾年來，量販店在「最低價」、「超低價」策略的微利競爭下，為能達到消費者的期待，各量販業者除積極進行各種促銷活動之外，自有品牌的持續推出，更是吸引消費者來店購買消費的利器。而各家量販店自有品牌的品牌策略不同，同時又在全國性品牌林立之下，如何能夠進行其品牌評價，激發消費者的購買意願，進行其購買行為呢？更須依靠量販店業者的自有品牌策略之決策思維。
本研究主要探討的是量販店自有品牌之品牌種類多寡、商店名稱有無、不同產品類別、商店形象高低對品牌評價程度的主效果影響，以及產品類別、商店形象對品牌種類與商店名稱效果的個別調節，以及交互作用之影響。
本研究定位為探索性研究，採用四因子組間實驗設計。為2(品牌種類：單一品牌、多品牌)×2(商店名稱：有商店名稱、無商店名稱)×2(產品類別：便利品、選購品)×2(商店形象：商店形象高、商店形象低)的實驗矩陣。分析結果發現產品類別對於品牌評價程度，有顯著的主效果；而在商店名稱/產品類別、品牌種類/商店形象、商店名稱/商店形象等對品牌評價程度，存在著部份的交互作用。茲說明本研究所獲得的結論如下：
一、品牌種類、商店名稱、產品類別、商店形象的主效果
本研究的結果指出，在品牌種類多寡、商店名稱有無、商店形象高低等對品牌評價的主效果部份，並沒有顯著的影響。而在產品類別對品牌評價的主效果部份，則非常顯著。其中，在便利品的品牌評價程度，不論在整體品牌評價，亦或在知覺品質、知覺價值、品牌態度、購買意願等個別構面上，都比選購品的品牌評價程度高。
二、產品類別、商店形象的調節效果
1.品牌種類多寡－不同產品類別
針對自有品牌的品牌種類多寡、不同的產品類別對品牌評價程度的關係，研究分析結果發現在調節效果上並無顯著的差異。所以，產品類別對品牌種類多寡並無調節效果。
2.商店名稱有無－不同產品類別
當自有品牌產品是便利品時，無商店名稱標示時的知覺品質高於有商店名稱時的知覺品質；當是選購品時，則是有商店名稱標示時的知覺品質高於無商店名稱時的知覺品質。
3.品牌種類多寡－商店形象高低
商店形象低者，多品牌會減少形象負面聯想，有較高的整體品牌評價及知覺品質、知覺價值、品牌態度等個別構面的程度。在商店形象高時，宜採用單一品牌；因多品牌自蝕效果而產生稀釋商店形象效應，會降低整體品牌評價及及知覺品質、知覺價值、品牌態度等個別構面的程度。
4.商店名稱有無－商店形象高低
商店形象低者，在有商店名稱標示時的品牌態度，會比無商店名稱標示時為高。反之，商店形象高者，宜採行無商店名稱標示；因有標示商店名稱時，會發生形象掠奪效應，繼而會產生較低的品牌態度。
三、三因子交互作用分析
產品類別不同或商店形象高低，其與自有品牌的品牌種類多寡、商店名稱有無，對整體品牌評價，以及個別的知覺品質、知覺價值、品牌態度、購買意願等構面上，都沒有發現有顯著交互作用的效果。
四、四因子變異數分析
品牌種類、商店名稱、產品類別、以及商店形象，對自有品牌之整體品牌評價的四因子變異數分析的結果，也並未發現有顯著的交互作用效果。同時，在個別的知覺品質、知覺價值、品牌態度、購買意願等個別構面上，也並沒有發現有顯著的交互調節效果。
五、購買經驗
不論是購買過商店形象高或商店形象低的量販店自有品牌產品的經驗者，都比未購買者的品牌評價程度為高。且在個別的知覺品質、知覺價值、品牌態度、購買意願等個別構面上，也都有相同的顯著效果。

關鍵字

自有品牌 ； 品牌策略 ； 產品類別 ； 商店形象 ； 品牌評價

並列摘要

In recent years, hypermarkets are facing the “low profit competition” of the tactics of price-matching guarantee. In order to reach consumers'' expectation, besides holding various kinds of promotion campaigns actively, every hypermarket keeps on introducing the private label brand as an efficient instrument to attract consumers to come to the shop. However, under the circumstances that the brand strategies of the private label brands of each hypermarket are different, and meanwhile the national brands stand in great numbers, how can a hypermarket encourage consumers to assess its private label brands, excite consumers’ purchase willingness and make them buy? This must rely on the decision thinking of hypermarket managers of private label brand.
The research investigates the effects of brand category, store name, product category and store image on the evaluation of the private label brands.
This research is orientated as an exploration study using a 2×2×2×2 between-subject factorial design that includes brand category (single brand, multiple brands), store name(with store name, without store name), product category (convenience goods, shopping goods), and store image (high, low). The results show that product category exerts significant effect on brand evaluation. There are some partial interaction effects between store name/product category, brand category/store image, and store name/store image on brand evaluation.
The main results of this research are as follows:
First, for the main effect of the brand category, store name, product category and store image, although the brand category, store name and store image don’t reveal significant effect on brand evaluation, product category has significant effect on brand evaluation. Among them, the brand evaluation of convenience goods is higher than the brand evaluation of shopping goods.
Second, the moderating effect of product category and store image:
(1) The brand category and product category
The result doesn’t show the moderating effect of product category on the brand category.
(2) The store name and product category
When the private label brand is convenience goods, the perceived quality without store name is higher than the perceived quality with store name; when the private label brand is shopping goods, the perceived quality with store name is higher than the perceived quality without store name.
(3) The brand category and store image
When the store image is low, multiple private label brands strategy will reduce the negative association, and have higher overall brand evaluation and perceived quality, perceived value, brand attitude in particular. When the store image is high, the hypermarket should take a single private label brand strategy because the multiple private label brands strategy will dilute the effect of store image and reduce the overall brand evaluation and perceived quality, perceived value, brand attitude in particular.
(4) The store name and store image
When the store image is low, the brand attitude with store name is higher. On the other hand, when the store image is high, the hypermarket should use a private label brand without store mane because using a private label brand with store mane at this situation will induce the plunder effect and then produce lower brand attitude.
Third, the three-factor interaction effect:
The result doesn’t show the significant interaction effect among product category/store image, the brand category and store name on the overall brand evaluation and perceived quality, perceived value, brand attitude, purchase intention in particular.
Fourth, the four-factor ANOVA analysis:
The result doesn’t show the significant interaction effect among the brand category , store name, product category and store image on the overall brand evaluation and perceived quality, perceived value, brand attitude, purchase intention in particular.
Finally, the effect of Purchase experience:
Subjects who have the purchase experience of the private label brand of hypermarkets, no matter the store image is high or low, will show higher overall brand evaluation and perceived quality, perceived value, brand attitude in particular than those don’t have such purchase experience.

並列關鍵字

Private Label Brand ； Brand Strategy ； Product Category ； Store Image ； Brand Evaluation

參考文獻

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