Title

影響消費者購買賣場自有品牌因素之研究─以中區為例

Translated Titles

How Retail Store Private Brands Affects Customers' Purchase Behavior - Study on Hypermarket in Taichung

Authors

黃鈺舜

Key Words

自有品牌 ; 服務品質 ; 信任 ; 產品品質 ; 再購意圖 ; own brand ; product quality ; trust ; service quality ; repurchase intention ; knowledge

PublicationName

亞洲大學經營管理學系碩士班學位論文

Volume or Term/Year and Month of Publication

2010年

Academic Degree Category

碩士

Advisor

陳永信

Content Language

繁體中文

Chinese Abstract

隨著國內大型量販店陸續創立自有品牌商品,使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。消費者大多都了解或購買與量販店名稱相同或品牌標誌相同之自有品牌產品(此研究稱為廠商顯性自有品牌),但有不同量販店之自有品牌產品與自身量販店名稱或品牌標誌不同(此研究稱為賣場隱性自有品牌)。 由於國內外較少比較量販店自有品牌型態於顧客滿意度對再購意圖關係之干擾效應的相關文獻,期望透過本研究能對消費者購物行為有進一步了解,以提供量販店於未來發展規劃上之參考價值。 研究結果顯示出顧客的產品品質、服務品質與信任程度在產生再購意圖的過程中,需要有滿意來當橋樑,進而對此量販店出現再購買的行為。研究結果指出,賣場隱性品牌(好市多)干擾效果較強烈。即表示,常去好市多量販店消費的顧客對於好市多自有品牌商品都認為有較高的產品品質、服務品質與信任,滿意度和再購意圖也比廠商顯性品牌(家樂褔)高,顯示產品品質、服務品質、信任對顧客而言是衡量販店的標準,進而才會有滿意的情緒出現,最後形成再購意圖。

English Abstract

With the hypermarkets gradually created its own brand products, so consumers own the brand recognition have more knowledge, Production of own brand has been gradually affecting the public's consumption patterns. Most consumers know to buy and store the same amount of trafficking the same brand name or logo of its own brand products, However, some hypermarkets stores own brand name products of hypermarkets and brand identity of different. Comparison of hypermarkets stores less own brand of style on the relationship between customer satisfaction on repurchase intent of the interference effects of related literature, expect that this research can have better understanding of consumer shopping behavior in order to provide hypermarkets in the future planning of the reference value. The results show that customer product quality, service quality and level of trust and repurchase intention in the production process, the need to have satisfactory to when the bridge, then this hypermarkets store to purchase the behavior occurs. The results pointed out that often go to costco hypermarkets store consumer customers for its own brand products have a high product quality, service quality and trust, satisfaction and repurchase intentions than carrefour brand of high, That product quality, service quality, customer trust is a measure of hypermarkets in terms of standards, then there will be a satisfying feeling, and finally formation of repurchase intent.

Topic Category 管理學院 > 經營管理學系碩士班
社會科學 > 管理學
Reference
  1. Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brandname. New York: The Free Press.
    連結:
  2. Andrew, J., Clayton, F., & Charles, P. (2002). The relationship between counselor satisfaction and extrinsic job factors in state rehabilitation agencies. Rehabilition Counseling Bulletin, 45(4), 223-232.
    連結:
  3. Bienstock, C., DeMoranville, C., & Smith, R. (2003). Organizational citizenship behavior and service quality. Journal of Services Marketing, 17(4), 357-362.
    連結:
  4. Boyd, T., & Charlotte, H. (1999). The link between attractiveness of extrabrand attributes and the adoption of innovations. Journal of the Academy of Marketing Science, 27, 306-319.
    連結:
  5. Chaudhuri, A., & Holbrook, M. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
    連結:
  6. Chiou, J., Droge, C., & Hanvanich, S. (2002). Does customer knowledge affect how loyalty is formed? Journal of Service Research, 5(2), 113-124.
    連結:
  7. Cronin, J., Joseph, J., Brady, M., Hult, G., & Tomas, M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
    連結:
  8. Cronin, J., Joseph, J., & Taylor, S. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56, 55-68.
    連結:
  9. Curry, D., & Riesz, P. (1988). Prices and price/quality relationship: A longitudinal analysis. Journal of Marketing, 5(2), 36-51.
    連結:
  10. Day, & Ralph, L. (1977). Extending the Concept of Consumer Satisfaction. Atlanta Advances for Consumer Research, 4, 149-154.
    連結:
  11. Dodds, W., Monroe, K., & Grewal, D. (1991). The effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(8), 307-319.
    連結:
  12. Fornell, C., Johnson, M., Anderson, E., Cha, J., & Bryant, B. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(10), 7-18.
    連結:
  13. Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
    連結:
  14. Ganeasan, S. (1994). Determinations of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(4), 1-19.
    連結:
  15. Garbarino, E., & Johnson, M. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(4), 70-87.
    連結:
  16. Garretson, J., & Kenneth, E. (1999). The influence of coupon face value on service quality expectation, risk perceptions and purchase intentions in the dental industry. The Journal of Service Marketing, 13(1), 59-70.
    連結:
  17. George, S., & Charles, W. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-370.
    連結:
  18. Ghosh, B. (1990). Equipment Investment Decision Analysis in Cellular Manufacturing. International Journal of Operations & Production Management, 10(7), 5-20.
    連結:
  19. Goran, S. (2004). A customized construct of sequential service quality in service encounter chains: Time, context, and performance threshold. Managing Service Quality, 14(6), 468-475.
    連結:
  20. Hellier, P., Geursen, G., Carr, R., & Richard, J. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11), 1762-1800.
    連結:
  21. Jaehun. (2007). Model-Free Evaluation of Directional Predictability in Foreign Exchange Markets. Journal of Applied Econometrics, 22, 854-889.
    連結:
  22. Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500-507.
    連結:
  23. Judith, H., & Richard, E. (2002). Measuring brand equity: An evaluation of a consumer-based based equity scale. Journal of Marketing Theory and Practice, 10(1), 46-63.
    連結:
  24. Kahneman, D., Knetsch, J., & Thaler, R. (1986). Fairness and the assumptions of economics. Journal of Business, 59(4), 285-300.
    連結:
  25. Kotler, P. (2008). Marketing Management (13 ed.). New Jersey: Prentice-Hall.
    連結:
  26. Lui, S., Ngo, H., & Hon, A. (2006). Coercive strategy in interfirm cooperation: Mediating roles of interpersonal and interorganizational trust. Journal of Business Research, 59(4), 466-474.
    連結:
  27. Mayer, R., Davis, J., & Schoorman, F. (1995). An integrative model of organizational trust. The Academy of Management review, 20(3), 709-734.
    連結:
  28. Mcgoldrick, P. (1984). Grocery Generics-an Extension of the private label concept. European Journal of Marketing, 18(1), 5-24.
    連結:
  29. McQuiston, D. (2001). A Conceptual Model for Building and Maintaining Relationships between Manufacturers' Representatives and Their Principals Industrial Marketing Management, 30(2), 165-181.
    連結:
  30. Michell, P., Reast, J., & Lynch, J. (1998). Exploring the Foundations of Trust. Journal of Marketing Management, 14, 159-172.
    連結:
  31. Minjoon, J., & Shaohan, C. (2001). The key determinants of Internet banking service quality: A content analysis. International Journal of Bank Marketing, 19(7), 276-291.
    連結:
  32. Oh, H. (1999). Service quality, Customer Satisfaction, and Customer Value: A Holistic Perspective. International Journal of Hospitality Management, 18(1), 67-82.
    連結:
  33. Parkhe, A. (1998). Understanding Trust in International Alliances. Journal of Business, 33(3), 219-240.
    連結:
  34. Ratnasingam, P., & Phan, D. (2003). Trading Partner Trust in B2B E-Commerce: A Case Study. Information Systems Management, 20(3), 39-50.
    連結:
  35. Ruyter, K., Moorman, L., & lEMMINK, J. (2001). Antecedents of commitment and trust in customer-supplier relationship in high technology markets. Industrial Marketing Management, 30(2), 271-286.
    連結:
  36. Sebastianelli, R., & Tamimi, N. (2000). How product quality dimensions relate to defining quality. The Journal of Quality & Reliability Management, 19(4), 442-453.
    連結:
  37. Singh, J., & Sirdeshmukh, D. (2000). Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgment. Journal of Academy of Marketing Science, 28(1), 150-167.
    連結:
  38. Sirdeshmukh, D., Jagdip, S., & Barry, S. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66, 15-37.
    連結:
  39. Sirohi, N., McLaughlin, E., & Wittink, D. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245.
    連結:
  40. Steenkamp, J., & Benedict, E. (1992). Conceptual Model of the Quality Perception Process. Journal of Business Research, 21, 309-333.
    連結:
  41. Sureshch&ar, G., Rajendran, C., & Anantharaman, R. (2002). The Relationship Between Service Quality and Customer Satisfaction-A Factor Specific Approach. Journal of Services Marketing, 16(4), 363-379.
    連結:
  42. Walter, A., Müller, T., Helfert, G., & Ritter, T. (2003). Functions of industrial supplier relationships and their impact on relationship quality. Industrial Marketing Management, 32(2), 159-169.
    連結:
  43. Wiele, T., Boselie, P., & Hesselink, M. (2001). Empirical evidence for the relation between Customer satisfaction and Business performance. ERIM Report Series Research in Management, 1-19.
    連結:
  44. Wong, A., & Sohal, A. (2003). Sercice quality and customer loyalty perspectives on two level of retail relationship. Journal of Services Marketing, 17(5), 495-513.
    連結:
  45. Zeithaml, V. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(7), 2-22.
    連結:
  46. Zhao, X., Flynn, B., & Roth, A. (2007). Decision Sciences Research in China Current Status, Opportumities, and Propositions for Research in Supply Chin Management, Logistics, and Quality Management. Decision Sciences, 38(1), 39-80.
    連結:
  47. A.中文部分
  48. 2003年超市/量販店年鑑. (2003). 2003年臺灣地區零售通路現行競爭態勢分析報告-倉儲、量販篇. 臺北:零售市場雜誌社.
  49. 行院院主計處. (2008, 10月). Retrieved. from http://www.dgbas.gov.tw/.
  50. 吳明隆. (2008). 結構方程模式AMOS的操作與應用: 五南書局.
  51. 吳青松. (1998). 現代行銷學. 台北: 智勝文化事業有限公司.
  52. 周華泰, & 杜富燕. (2002). 零售管理. 台北市: 華泰出版.
  53. 林師模, & 陳欽苑. (2003). 多變量分析 (初版 ed.): 雙葉書廊.
  54. 邱皓政. (2005). 結構方程模式-LISREL的理論、技術與應用: 雙葉書廊.
  55. 野口智雄. (1996). 價格破壞時代的自營品牌策略 (劉玫芳, Trans.). 台北: 經濟部國貿局.
  56. 陳玉樹, 黃財尉, & 黃芳銘譯 (Eds.). (2006). 結構方程模式的基本原理: 麗文書局.
  57. 陳順宇. (2000). 多變量分析. 台北: 華泰書局.
  58. 經濟部商業司. (2002). 流通業產業研究報告. 台北: 經濟部.
  59. B.英文部分
  60. Agus, A. (2005). The structural linkages between TQM, product quality performance, and business performance: Preliminary empirical study in electronics companies. Singapore Management Review, 27(1), 87-105.
  61. Bloemer, J., & Odekerken-Schröder, G. (2002). Store Satisfaction and Store Loyalty Explained by Customer- and Store-Related Factors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 68-80.
  62. Coyle, J. (1978). Generics. Progressive Grocer, 75-84.
  63. Czepiel, J., & Rosenberg, L. (1974). Perspective on Consumer Satisfaction. AMA Conference Proceedings, 99-123.
  64. Engel, J., Blackweel, R., & Miniard, P. (2001). Consumer Behavior (9 ed.). New York, NY: Dryden Press.
  65. Gronroos, C. (2000). Service Management & Marketing. Hanken, Finland: Swedish School of Economics and Business Administation.
  66. Hoch, S. (1996). How Should National Brands Think About Private Labels. Sloan Management Review, 37(2), 89-102.
  67. Holbrook, M., & Corfman, K. (1985). Quality and Value in the Consumption Experience: Phaedrus Rides Again. In J. Jacoby & J. Olson (Eds.), Perceived Quality (pp. 31-57). Lexington,MA: Lexington Books.
  68. Jöreskog, K. G., & Sörbom, D. (1989). Lisrel 7 User's Reference Guide. Indiana:Scientific Software Inc.
  69. Keller, K. (2001). Building customer-based brand equity. Managing Management, 10(2), 14-19.
  70. Monroe, K. (1990). Pricing: marking profitable decision (2 ed.). New York: Harper and Row.
  71. Monroe, K., & Krishnan, R. (1985). The effect of price on subjective product dvaluations. In J. Jacoby & J. Olson (Eds.), Perceived Quality: How Consumers View Stores and Merchandise. Lexington, MA: Lexington Books.
  72. Njite, D., & Parsa, H. (2005). Structural equation modeling of factors that influence consumer internet purchase intentions of service. Journal of Service Research, 5(1), 43-59.
  73. Reichheld, F., & Phil, S. (2000). E-Loyalty: Your Secret Weapon on the Web. Harvard Business Review, 78, 105-113.
  74. Zeithaml, V., & Bitner, M. (2002). Service Marketing: Integrating Customer Focus across the Firm. In (3 ed., pp. 85). New York: McGraw-Hill.