產品涉入、轉換成本、與顧客滿意度對自有品牌購買意願影響之研究

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產品涉入、轉換成本、與顧客滿意度對自有品牌購買意願影響之研究

The Influence of Product Involvement, Switching Cost, and Customer Satisfaction on Customer’s Purchase Intent of Private Brand Products

陳俊銘 , Masters　　Advisor：蔡燿全　　

繁體中文

自有品牌；產品涉入；轉換成本；價值意識； Private Brand ； Product Involvement ； Switching Cost ； Value Consciousness

Abstract │ Reference (64) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Recently, Taiwan local wholesale stores, convenience stores, and cosmeceutical stores are developing more and more private brand products. Private brand products have became an important force in the market and have a great potential. Thus, it is necessary for marketers to understand customer’s attitudes and behaviors toward private brand products so that we can provide some some useful suggestions to retailers.
This research uses questionnaire method to analyze the relationships between product involvement, switching cost, customer satisfaction, value consciousness and private brand purchase intention. The main results are the followings:
1. The intent to buy a private brand will increase as the perceived product involvement decreases
2. The intent to buy a private brand will increase as perceived switching cost decreases.
3. The effect of customer satisfaction toward their purchase intentions to private brands is not significant.
4. Value consciousness will not moderate the influence of product involvement on the purchase intention for a private brand.
5. Value consciousness will moderate the influence of switching cost on the purchase intention for a private brand.

Reference ( 64 ) 〈TOP〉

3. 侯嘉政、傅柏霖(2008)，「產品涉入與品牌涉入對品牌忠誠度的影響-以數位相機為例」，行銷評論，第5卷第1期，頁27-56。
連結：
4. 黃家蔚（2004），「促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響」，國立成功大學企業管理研究所碩士論文。
連結：
5. 陳初真（2004），零售商自有品牌市場佔有率影響因素之實證研究－POS 資料分析，亞太經濟管理評論，第10 卷第 2 期，頁23-46。
連結：
6. 陳彥君 (2008)，「價格表達型式、產品屬性與涉入程度對價格知覺與購買意願之影響-以行動電話產業為例」，國立成功大學電信管理研究所碩士論文。
連結：
8. 簡惠珠(2006)，「顧客價值、價值知覺、顧客滿意度、轉換成本對顧客忠誠度影響之研究-以量販店為例」，國立成功大學高階管理碩士在職專班碩士論文。
連結：

Times Cited (1) 〈TOP〉

林敬文(2017)。口碑順序效果、產品涉入度、代言人效果與調節焦點對消費者購買意願之影響。成功大學企業管理學系學位論文。2017。1-73。

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