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影响自有品牌购买意愿的因素之研究─以家乐福量贩店为例

【中文摘要】:消费型态的改变再加上国外大量低价产品大举入侵,越来越多零售商自行开发「自有品牌」。自有品牌

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已日渐受到重视,其中量贩店的自有品牌最广为消费者熟悉且接受。随着国内消费者知识文化及消费水準的提升,价格因素不再是唯一的考量,已有越来越多的消费者能接受商店自有品牌的产品。因此,本研究目的係针对自有品牌量贩店,从零售商可控制的产品品质、促销策略、代工策略,进一步了解消费者对自有品牌的购买意愿。

本研究抽样方法採便利抽样,以台湾地区为研究範围,并针对台湾十八岁以上过去曾到家乐福量贩店购买过自有品牌商品之消费者为研究对象进行调查,结构问卷有效样本数为324份,非结构问卷有效样本为27份。

本研究以家乐福量贩店为例,研究结果发现自有品牌的产品品质、促销策略、代工策略皆会影响消费者的知觉价值进而影响购买意愿,係消费者购买自有品牌的关键因素。其中消费者较注重自有品牌产品品质的「安全性」和「耐用度」;标示低价的广告标语以及适当的商品陈列之促销策略较易吸引消费者;另外,因为消费者购买前会先评估自有品牌商品的品质及价格,所以会藉由代工厂的品牌形象及价格当作参考依据,消费者最易接受的是中等形象与中等价格的代工厂;当消费者感受到信赖感和经济实惠时会增加购买自

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有品牌的意愿;生活型态为「低价搜寻者」较愿意购买也较愿意推荐自有品牌商品。
【英文摘要】: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,

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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.
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  • 三、 网站
  • AC尼尔森
  • http://tw.nielsen.com/site/index.shtml
  • 美国行销协会(American Marketing Association, AMA)
  • http://www.ama.org.com/
  • Private Label Manufacturers Association
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  • 台湾家乐福官方网站
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  • 台湾连锁加盟促进协会(2009)。自有品牌百亿商机 量贩、超商抢。2013年4月12日,取自http://www.franchise.org.tw/article.php?act=show&cat_id=8&article_id=342
  • 张宁馨 (2009,4月23日)。便宜之外 更有特色。自由时报电子报,流行消费。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成每天花费不到200元,鉅亨网。2013年4月13日,取自http://news.cnyes.com/content/20120917/KFMQU5OO9YOHR.shtml
  • 来源:中山大学;作者:陈宝宜
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