中間商品牌對購買意願之影響－以產品類別為干擾變數

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Title:	中間商品牌對購買意願之影響－以產品類別為干擾變數
Authors:	何怡瑩
Contributors:	國際企業管理研究所
Keywords:	中間商品牌 middleman brand 購買意願 purchase intention 產品類別 product category
Date:	2010
Issue Date:	2010-09-07 14:48:35 (UTC+8)
Abstract:	近年來在零售通路勢力興起的優勢，藥妝店紛紛投入中間商品牌的開發與行銷。中間商品牌商品的銷售情形在最近這幾年快速成長。有鑑於消費者對於中間商品牌之接受度亦日益提昇。本研究認為藥妝業者在推出中間商品牌時，有深入了解中間商品牌之消費者與產品類別的必要性。在消費者購買意願的影響因素中，品牌是一個備受矚目的指標。因此，對於開發中間商品牌的業者，了解中間商品牌對消費者購買意願的影響成為一大課題。深入研究探討當消費者購買中間商品牌產品時，會否因產品類別之差異形成干擾，進而影響了消費者的購買意願。本研究結果發現，中間商品牌之品牌權益愈高，消費者購買意願也愈高。中間商品牌之品牌知名度愈高，消費者購買意願也愈高。中間商品牌之知覺品質愈高，消費者購買意願也愈高。產品類別對買意願有顯著影響。中間商品牌之品牌權益對消費者購買意願間產品類別的干擾效果不存在。 In recent years, because of the strength of retailers’ increasing channel power, the leading cosmeceutical store operators have developed middleman brand .Sales of mid-dleman brands have been growing rapidly in recent years. The motivation has been the growing acceptance of middleman brand by consumers and the varieties of product cat-egory. Consumer purchase intention factor, the brand is a high-profile target. Therefore, for the development of middleman brand in the industry who understand the middleman brand on consumer purchase intention to become a major issue. In-depth study of intermediaries when consumers buy middleman brand products, the difference in the product category of interference, which affects consumer purchase intention. The results of this paper are as the followings, The higher the brand equity of mid-dleman brand, the higher the purchase intention of consumers. The higher the brand awareness of middleman brand, the higher the purchase intention of consumers. The higher the perceived quality of middleman brand, the higher the purchase intention of consumers. Product categories will have a significant effect on the purchase intention of consumers. Brand equity of middleman brand on purchase intention，the moderating effect does not exist.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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