自有品牌權益對消費者購買意願之研究－以消費者知覺價值為中介變數

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Title:	自有品牌權益對消費者購買意願之研究－以消費者知覺價值為中介變數
Authors:	林弘諭
Contributors:	國際企業管理學系
Keywords:	自有品牌 private brand 品牌權益 brand equity 知覺價值 perceived value 購買意願 purchase intention
Date:	2012
Issue Date:	2012-11-01 10:16:51 (UTC+8)
Abstract:	現今台灣自有品牌市場趨於白熱化，已成為零售商差異化競爭之利器，使消費者對自有品牌產品擁有更多的選擇，但現今自有品牌不再是低價就能贏得消費者的芳心，零售商自有品牌彼此削價競爭的結果，卻是換來消費者對自有品牌的不信任，在消費者心目中還是存在著便宜沒好貨的心態，為了讓消費者重拾信心，必須創造出自有品牌的價值，本研究目的是探討自有品牌權益與消費者購買意願之關係，而消費者的購買意願常會受知覺價值的影響。本研究採用隨機抽樣方式進行樣本選取，抽樣範圍以台北市地區商店或商場周圍的消費者為受測對象及部分網路問卷，共發出390份，共計獲得339份有效樣本，有效回收率為86.92%。本研究發現(1)零售商自有品牌權益會顯著影響消費者購買意願；(2)零售商自有品牌權益會顯著影響消費者知覺價值；(3)知覺價值是零售商自有品牌權益與消費者購買意願的中介效果。最後，並根據研究結果提出建議，以供零售商自有品牌產品推行做為參考依據。 Taiwan's private brand market is highly competitive. Has become the retailers products weapon. Cause consumers have more choice on private brand products. But now private brand at a low price will be able to win the hearts of consumers. Retailer private brand compete against each other the results are in exchange for the consumers do not believe. The minds of consumers persist in the cheap does not mean good product. Forcing consumers to regain confidence, must be created from a private brand value. The purpose of this study is to investigate the relationship between its private brand equity and Consumer purchase intention. Consumer purchase intention is often affected by the impact of perceived value. The data used for this study were collected through random sampling. Range in Taipei shops or shopping malls nearby, and part of the online questionnaires. In total of 390 questionnaires were distributed and 339 successful copies returned, that is 86.92% of return-in rate. This study found that: (1)The retailer's private brand equity significantly impact consumer purchase intention. (2)The retailer's private brand equity significantly affect consumer perceived value. (3)The perceived value is the intermediary effect of the retailer's private brand equity and consumer purchase intention. Finally, the results of this study provide the basis of the retailers as a reference.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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