零售商自有品牌、通路類型對商店印象之影響

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Title:	零售商自有品牌、通路類型對商店印象之影響
Authors:	游曜綸
Contributors:	國際企業管理研究所
Keywords:	零售商自有品牌通路類型商店印象
Date:	2010
Issue Date:	2011-11-02 14:43:15 (UTC+8)
Abstract:	本研究目的針對零售商自有品牌陳列比例多寡對於商店印象各層面之影響，並進一步探討消費者對於不同通路型態重視程度是否存在差異性，而此差異性消費者面對零售商自有品牌陳列的多寡所造成商店印象之各層面是否有所不同。問卷設計依據其零售商所陳列之自有品牌多寡與兩大通路類型選出四大零售商店分別為，7-11便利商店、全家便利商店、家樂福量販店與愛買量販店做為調查之依據，樣本共計328人，整體有效問卷達91.11%。研究結果顯示零售商自有品牌陳列比例多寡對於商店印象中的商品選擇性與商店氣氛層面之影響存在顯著差異，且自有品牌陳列越多其影響越大；此外不同通路型態下，消費者對於商店印象各層面的重視程度存在部份顯著差異，商品選擇性與折扣與價格層面，量販店通路型態對其層面的重視程度明顯優於便利商店；此外，零售商自有品牌陳列比例與通路型態對於商品選擇性存在顯著交互作用，且自有品牌陳列較多的7-11便利商店對於商品選擇性所造成的影響明顯高於自有品牌陳列較多的家樂福量販店、自有品牌陳列較少的全家便利商店與愛買量販店。 The main purpose of this study is to examine the display proportion of private brand influence on store image. On the other hand, whether the effect have differences in the different channel types or not. The survey is based on the display proportion of private brand and channel type of selected four kinds of retail stores, including the 7-11 convenience store, family mart convenience store, carrefour hypermarket and a.mar hypermarket. The study receive 328 questionnaires. T-test and TWO-WAY ANOVA is using to analyze data. The result of this study shows that proportion of the different re-tailers private brand has significant effects on the Product selectivity and Store atmos-phere, display more of private brand has more significant effects. In addition, under dif-ferent channel types, consumer emphasis on store has significantly different, as for the Product selectivity and discount part, hypermarket markets is better than convenience store. At the part of the interaction effect of the two independent variables, as for the Product selectivity effect, 7-11 convenience store has more than carrefour hypermarket, family mart convenience store and a.mar hypermarket.
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