消費者特質對商店品牌滿意度與再購意願之影響－以產品涉入為干擾變數

Tunghai University Institutional Repository > 管理學院 > 國際經營與貿易學系所 > 碩士論文 > Item 310901/11072

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/11072

Title:	消費者特質對商店品牌滿意度與再購意願之影響－以產品涉入為干擾變數
Other Titles:	The Effects of Consumer Characteristics on Satisfaction and Store Brand Repurchase Intention－The Moderating Effect of Product Involvement
Authors:	林怡君 Lin, Yi-Chun
Contributors:	吳立偉 Wu, Li-Wei 東海大學國際貿易學系
Keywords:	再購意願;滿意度;商店品牌熟悉度;品質意識;品牌意識;價格意識;私有品牌;產品涉入 Store brand familiarity;Quality consciousness;Brand consciousness;Price consciousness;Private label;Satisfaction;Repurchase intention
Date:	2011
Issue Date:	2011-10-12T08:03:04Z (UTC)
Abstract:	隨零售通路蓬勃發展，台灣已成為全球便利商店密度最高的國家。商店私有品牌在西方國家已發展相當成熟，台灣也在大型連鎖通路的帶領下開啟了商店私有品牌的戰國時代。然而，過去商店私有品牌卻飽受價格低廉、品質與品牌知名度不佳的刻板印象所苦，使得消費者購買的滿意度與再購意願再再接受到考驗。因此了解商店私有品牌傾向顧客特質對其滿意度與再購意願議題便成為業者關注的目標。本研究從消費者對外部資訊之處理觀點切入，並將消費者特質進一步區分為價格意識、品牌意識、品質意識以及商店品牌熟悉度，如何透果滿意度的連結進而影響消費者再購意願；最後將產品涉入程度作為干擾變數加以驗證。根據樣本資料顯示，本研究以便利商店消費者為主要研究對象，結果如下：(1)商店品牌熟悉度對消費者購買私有品牌的影響最大。(2)價格意識與商店品牌熟悉度越高，購買商店私有品牌的滿意度也會越高。(3)品牌意識與品質意識越高，購買商店私有品牌的滿意度則越低。(4)產品涉入程度確實會削弱消費者特質對商店私有品牌購買滿意度的影響。本研究並根據研究之發現提出相關建議供商店品牌業者參考。 With the booming development of retailing industry, Taiwan has become a country with the highest density of convenient stores all over the world. In western countries, the development of private label products have been highly mature, being aware of this trend, retailing channels in Taiwan also started to develop their own brands one after another, making the competition even harder than ever. However, private labels have suffered from the bad impressions of low price, quality and brand image. And being thought inferior to the national brands. This making it much more important for the retailers to figure out the factors those influence customers’ satisfaction and repurchase intention, while buying private label products. This study focus on the viewpoint of extrinsic cues use by customers, and dividing customer characteristics into price consciousness, brand consciousness, quality consciousness and store brand familiarity. Furthermore, this study also tested the moderating effect of product involvement. The sample of this study is mainly from the customers of convenient stores, and the conclusions are showed as follow：(1) Store brand familiarity is the most important factor that influents customers’ satisfaction while purchasing private label products.(2) While purchasing private label products, the higher the price consciousness and store brand familiarity are, the higher the customers’ satisfaction would be lead to.(3) While purchasing private label products, the higher the brand consciousness and quality consciousness are, the lower the customers’ satisfaction would be lead to.(4) Product involvement does have a negative moderating effect between customer characteristics and satisfaction.The conclusions of this study will provide related suggestions to both stores brand and national brand marketers.
Appears in Collections:	[國際經營與貿易學系所] 碩士論文

Files in This Item:

File	Size	Format
099THU00323011-001.pdf	867Kb	Adobe PDF	1107	View/Open

Loading...