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博碩士論文 etd-0809113-132530 詳細資訊
Title page for etd-0809113-132530
論文名稱
Title
影響自有品牌購買意願的因素之研究─以家樂福量販店為例
A Study of Factors Affecting Purchasing Intention of Private Brand: An Empirical Study of Carrefour
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
107
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2013-09-03
繳交日期
Date of Submission
2013-09-09
關鍵字
Keywords
自有品牌、產品品質、促銷策略、生活型態、購買意願、代工策略、知覺價值
Life Styles, Purchasing Intention, Private Brand, Product Quality, Promotion Strategy, Subcontracting Strategy, Perceived Value
統計
Statistics
本論文已被瀏覽 5816 次,被下載 898
The thesis/dissertation has been browsed 5816 times, has been downloaded 898 times.
中文摘要
消費型態的改變再加上國外大量低價產品大舉入侵,越來越多零售商自行開發「自有品牌」。自有品牌已日漸受到重視,其中量販店的自有品牌最廣為消費者熟悉且接受。隨著國內消費者知識文化及消費水準的提升,價格因素不再是唯一的考量,已有越來越多的消費者能接受商店自有品牌的產品。因此,本研究目的係針對自有品牌量販店,從零售商可控制的產品品質、促銷策略、代工策略,進一步了解消費者對自有品牌的購買意願。

本研究抽樣方法採便利抽樣,以台灣地區為研究範圍,並針對台灣十八歲以上過去曾到家樂福量販店購買過自有品牌商品之消費者為研究對象進行調查,結構問卷有效樣本數為324份,非結構問卷有效樣本為27份。

本研究以家樂福量販店為例,研究結果發現自有品牌的產品品質、促銷策略、代工策略皆會影響消費者的知覺價值進而影響購買意願,係消費者購買自有品牌的關鍵因素。其中消費者較注重自有品牌產品品質的「安全性」和「耐用度」;標示低價的廣告標語以及適當的商品陳列之促銷策略較易吸引消費者;另外,因為消費者購買前會先評估自有品牌商品的品質及價格,所以會藉由代工廠的品牌形象及價格當作參考依據,消費者最易接受的是中等形象與中等價格的代工廠;當消費者感受到信賴感和經濟實惠時會增加購買自有品牌的意願;生活型態為「低價搜尋者」較願意購買也較願意推薦自有品牌商品。
Abstract
Nowadays, more and more retailers offer “Private Brand” because of the change in consumption patterns and a large low-priced imports from foreign markets. Private brands have become increasingly important. With the increase of consumer knowledge and consumption level in Taiwan, price is no longer the only key factor that can affect purchasing. More and more consumers have purchased private brand products. Therefore, the study is aimed at private brand retailers. The main purposes of this research are: (1) investigate the factors containing product quality, promotion strategy, subcontracting strategy that retailers can control, and (2) analyze the purchasing intention on private brands.
The study uses convenience sampling on consumers who are over 18 years old and had purchased private brand goods at Carrefour in Taiwan. The structured questionnaire includes 324 effective samples, and the unstructured questionnaire includes 27 effective samples.
Carrefour was chosen as the research object. The study found that product quality, promotion strategy and subcontracting strategy of private brand are key factors affecting purchasing intention of private brand. These factors affect perceived value, and purchasing intention. In particular, many consumers emphasize security and durability of private brand product quality. Promotion strategies that have advertising slogan of low price and proper product display are most effective. On the other hand, consumers evaluate the price and quality of private brand products before purchasing, so they can use brand image and price as references. Then, many consumers can accept middle-brand image and middle-price manufacturers. When customers feel a sense of trust and economic value, the purchasing intention of private brand will increase. People who emphasize low-price are more willing to buy and recommend private brand merchandises.
目次 Table of Contents
論文審定書………………………………………………………… i
謝詞……………………………………………………….…….….. ii
中文摘要……………………………………………………….…... iii
英文摘要……………………………………………………….…... iv
目錄……………………………………..………………………….. v
圖次……………………………………..………………………….. vii
表次……………………………………..………………………….. viii

第 一 章 緒論……………………………………………………. 1
第一節 研究背景與動機….…………………………………………….… 1
第二節 研究目的……………………………………………………….…. 3
第 二 章 文獻探討………………………………………………. 4
第一節 自有品牌………………………………………………………….. 4
第二節 產品品質…………………………………………….…………..... 6
第三節 促銷策略…………………………………………….…................. 9
第四節 代工策略……………………………………………........….......... 12
第五節 知覺價值……………………………………………...............…... 14
第六節 購買意願…..…………………………………………...............…. 16
第七節 生活型態…..………………………………………….........…....... 18
第八節 文獻探討結論與評述…..……………………………...…………. 20
第 三 章 研究方法………………………………………….…… 22
第一節 研究架構….………………………………………………..……... 22
第二節 研究變數之觀念性定義………………………………..……….... 24
第三節 研究變數之操作性定義及衡量………………………..………… 25
第四節 資料蒐集方法…..……………………..……………..…………… 30
第五節 問卷設計…..………………………………………..…………….. 31
第六節 資料分析方法….. ……………………….………..……………… 34
第 四 章 資料分析與結果……………………………….……… 36
第一節 有效樣本特徵….…………………………………..…...……….... 36
第二節 信度與效度分析………………………………………….………. 42
第三節 各變數之關係………………………………………….………..... 46
第四節 開放式問題分析………………………………………………….. 73
第五節 資料分析結論…………………………………………...………... 75
第 五 章 結論與建議………………………………………..…... 76
第一節 研究結論….………………………………………………..……... 76
第二節 研究貢獻………………………………….….………………….... 80
第三節 管理意涵…………………………………..…………………..….. 81
第四節 研究限制………………………………….………………….….... 81
第五節 未來研究建議……………………….…….………………….…... 82
參考文獻………………………..……………………….………….. 83
附錄:本研究問卷…………………………………………………. 92
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三、 網站
AC尼爾森
http://tw.nielsen.com/site/index.shtml
美國行銷協會(American Marketing Association, AMA)
http://www.ama.org.com/
Private Label Manufacturers Association
http://plma.com
台灣家樂福官方網站
http://www.carrefour.com.tw/
台灣連鎖加盟促進協會(2009)。自有品牌百億商機 量販、超商搶。2013年4月12日,取自http://www.franchise.org.tw/article.php?act=show&cat_id=8&article_id=342
張寧馨 (2009,4月23日)。便宜之外 更有特色。自由時報電子報,流行消費。2013年4月13日,取自http://www.libertytimes.com.tw/2009/new/apr/23/today-fashion2.htm
郭幸宜 (2012,9月17日)。上班族51.9%是月光族 6成每天花費不到200元,鉅亨網。2013年4月13日,取自http://news.cnyes.com/content/20120917/KFMQU5OO9YOHR.shtml
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