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博碩士論文 etd-0217111-191532 詳細資訊
Title page for etd-0217111-191532
論文名稱
Title
消費者對7-11自有品牌之購買傾向
Consumers’ purchase intention toward 7-11 private label
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
90
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
2010-06-12
繳交日期
Date of Submission
2011-02-17
關鍵字
Keywords
7-SELECT、7-11、自有品牌、購買傾向、品牌權益
7-11, 7-SELECT, Brand Equity, Private Label, Purchase Intention
統計
Statistics
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中文摘要
從尼爾森調查,台灣消費大眾對通路自有品牌的認知逐年增加中,到了2005年,進超市、量販店購物的顧客裡,已經有87%都知道自有品牌。而ITIS食品所的研究指出目前台灣量販店自有品牌食品的總件數達1,088件,量販店業者推出自有品牌食品的平均件數為363件。其次是便利商店及超級巿場,在平均件數和量販店業者有很大的落差。這凸顯出對於便利商店的自有品牌還有很大的潛力市場。

而連鎖便利商店7-11於2008年推出之自有品牌7-SELECT,其品牌訴求有別於其他自有品牌的低價訂位,兼具超值和超質,此品牌推出,績效驚人,因此本研究欲探究其成功之因,主要透過價格、產品與包裝、商店形象和促銷活動四格構面以及中介變數品牌權益去探討並了解消費者對7-11自有品牌購買傾向。

而從本研究資料分析可得知,從消費者觀點,統一超商無論在商店形象、價格、產品包裝、促銷活動皆有顯著影響,表示消費者選購統一超之自有品牌可能因素為上述構面;但唯獨品牌權益並不顯著,推測原因可能為統一超商推出7-SELECT系列自有產品時間尚短,且在新品行銷活動並未廣大宣傳,此外店面自有品牌專有櫃的擺設無法使消費者第一眼即可辨識。對7-SELECT之研究建議除了持續在產品與包裝、價位、商店形象、促銷活動等面向提升消費者的購買意願,另外在品牌權益方面,研究結果傳遞消費者對於連鎖便利商店之自有品牌的品牌權益和品牌連結並不密切,可作為通路商在發展自有品牌之參考依據。
Abstract
According to ACNeilsen survey, the consumers in Taiwan have more brand awareness toward private label of retailers. In 2005, there had 87% consumers who went shopping in supermarkets or hypermarkets knew private label. Moreover, according to ITIS research which revealed the total amount of food private brand are 1,088 in Taiwan, and the average amount in hypermarket are 363, and second are convenience stores and supermarkets. However there is still huge gap between hypermarkets and convenience stores. Thus this situation reveals the potential market for private label of convenience stores.

In 2008, 7-11 launched its own private brand 7-SELECT, and to differentiate from other low price position, 7-SELECT provide best price for the value. And it had great performance when it first time to market. Therefore this research will investigate the key success factor of 7-SELECT, and through four dimensions which are price, product and design, store image and promote and the intervening variable brand equity to explore purchase intention.

According to data analysis, it is obvious that price, product and design, store image and promote affected purchase intention. This means a customer bought 7-SELECT may base on these factors. However brand equity did not have effect on purchase intention, the reasons could be it is still a new brand for one year, and its new product did not promote intensively, and the 7-SELECT layout can not attract customers’ attention. Otherwise, the analysis outcome reveals there is not strong linkage between brand equity and 7-SELECT, and this result can provide the reference to retailers who develop their own private label.
目次 Table of Contents
致謝詞..........................................................ii
中文摘要........................................................iii
Abstract........................................................iv
目錄............................................................v
表目錄..........................................................vii
圖目錄..........................................................ix
第一章 緒論.....................................................1
第一節 研究背景與動機.......................................1
第二節 研究目的.............................................2
第二章 文獻探討.................................................3
第一節 自有品牌的定義.......................................3
第二節 人口統計變數與自有品牌態度之關係………………………….5
第三節 產品特色與包裝.......................................6
第四節 商店形象.............................................11
第五節 促銷活動的種類與分類.................................12
第六節 價格意識.............................................13
第七節 品牌權益與購買傾向...................................15
第八節 文獻小結與評述.......................................26
第三章 研究方法.................................................29
第一節 研究架構.............................................29
第二節 變數操作性定義.......................................32
第三節 資料蒐集方法.........................................36
第四節 資料分析方法.........................................37
第四章 個案描述與產業分析.......................................39
第一節 產業分析.............................................39
第二節7-11便利商店營運現況.................................44
第五章 資料分析 ................................................53
第一節 實證過程.............................................51
第二節 人口統計變數分析.....................................54
第三節 迴歸分析.............................................60
第六章 結論與建議...............................................65
第一節 結論.................................................65
第二節 研究限制 ............................................67
第三節 學術與實務貢獻.......................................68
參考文獻 .......................................................70
附錄一 本研究問卷...............................................77
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三、網站部分
7-11官網,網址: http://www.7-11.com.tw/
全家便利商店官網,網址:http://www.family.com.tw/Marketing/LetsCafe
家樂福官網,網址:http://www.carrefour.com.tw/
東方線上E-ICP東方消費者行銷資料庫2008年調查,網址:http://www.isurvey.com.tw/
萊爾富便利商便官網,網址:http://www.hilife.com.tw/E2-product/E2_1.asp
食品所IT IS,網址:http://www.firdi.org.tw/index.htm
愛買官網,網址:http://www.fe-geant.com.tw/
好市多官網,網址:http://www.costco.com.tw/

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