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系統識別號 U0026-0812200910174073
論文名稱(中文) 消費者對自有品牌態度以及購買傾向之研究—以量販店為例
論文名稱(英文) none
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 90
學期 2
出版年 91
研究生(中文) 鄭家真
學號 r6689402
學位類別 碩士
語文別 中文
口試日期 2002-06-05
論文頁數 85頁
口試委員 口試委員-林義屏
口試委員-蔡東峻
指導教授-杜富燕
關鍵字(中) 產品種類
購買傾向
促銷傾向
心理統計變數
態度
自有品牌
關鍵字(英) purchasing intention
promotion intention
product category
psychological variables
attitude
private brand
學科別分類
中文摘要 這幾年在台灣的量販店、超市、便利商店以及專門店中,越來越容易看見商店自行開發的產品,並且掛上商店自己的品牌,也就是所謂的自有品牌。自有品牌基本上是零售業連鎖化、大型化之後的產物,因其能為廠商帶來可觀的利潤,故行銷人員實在有必要了解消費者對於自有品牌的態度以及其購買行為。過去的研究或調查多僅著重消費者的外部特性,例如人口統計變數,而忽略了消費者的心理特性。其實後者常會主導消費者對事物的態度,如果能夠充分了解消費者的態度,將可提供廠商寶貴的策略性建議。
本研究想要了解消費者對於自有品牌的態度到底如何,具有哪些特性的消費者會對自有品牌抱持正面的態度,而哪些人會持負面態度,消費者的特性包括了心理特徵和人口統計變數。此外,消費者對某項事物產生態度之後,有可能會因為某些因素,例如產品類別不同,而影響到實際的購買行為。因此,本研究採商店門口消費者問卷調查的方式,探討人口統計變數、心理統計變數、促銷傾向、自有品牌態度、自有品牌購買傾向、產品種類之間的關係。主要結論如下:
一、當消費者價格意識與價值意識越高,對於自有品牌的態度也越好。
二、當消費者的價格—品質意識與品牌忠誠度越高,對於自有品牌的態度會越差。
三、越喜歡促銷的消費者對自有品牌的態度也會越好,尤其是偏好非價格促銷(贈品、競賽活動等促銷方式)的消費者,接受自有品牌的程度勝過偏好價格促銷的消費者。
四、人口統計變數中,年齡和收入在消費者對自有品牌態度有顯著差異。年齡越大對自有品牌態度越好;家庭收入越高的消費者對自有品牌態度越差。
五、人口統計變數的確會經由心理變數以及促銷傾向間接對自有品牌態度造成影響。
六、自有品牌的態度和購買傾向之間有很高的一致性,尤其當消費者購買的產品屬於便利品且價格低於全國性品牌時,態度與購買傾向的關係更加強烈。
七、消費者購買自有品牌的標準仍然以價格作為主要指標,最可能購買的是便利低價品,其餘依次為選購低價品、便利高價品、選購高價品。

英文摘要 Lately, it is more and more easier to find private products in wholesale stores, supermarkets, convenient stores, and expert stores. These products are usually named by stores’ brand, so they are the so-called “private brands”. Private brands are the products when retailers change to chain stores or become bigger ones than before. Private brands can bring large profits, so marketers need to understand consumers’ attitudes and buying intentions for private brands. The researches in the past were focused on external characteristics, but ignored consumers’ psychological characteristics. In fact, the later one usually dominants consumers’ attitudes. If we can understand the consumers’ attitudes, we can give useful suggestions to retailers.
This research wants to know how consumers feel about private brands, what kind of persons like or dislike private brands. Furthermore, consumers’ attitudes may be changed because of different product categories and then influence consumers’ purchasing intentions. This research uses questionnaire method in front of stores to analyze the relationships between demographical variables, psychological variables, promotion intentions, private brands attitudes, private brands’ purchasing intentions and product categories. The main results are the followings:
1. When consumers’ price consciousness and value consciousness are getting higher, their attitudes to private brands would also be getting better.
2. If consumers’ price-quality perception and brand loyalty are getting higher, they would have negative attitudes to private brands.
3. The people who like promotions especially non-price promotions (ex. gifts) would have positive attitudes to private brands.
4. Consumers’ ages and incomes have significant differences on private brands’ attitudes. Totally to say, consumers are getting older, and they have better attitudes to private brands; consumers have more incomes would have worse attitudes to private brands.
5. Demographical variables indeed influence attitudes through psychological variables and promotion intentions.
6. There are high consistence between attitude and purchasing intention, especially when product category is low-price convenience.
7. Consumers still use price as main index when they decide whether to buy private brands. The category they are most willing to buy is low-price convenience, low-price selective product, high-price convenience and high-price selective product.

論文目次 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
第三節 研究流程……………………………………………………………4
第四節 論文結構……………………………………………………………5
第二章 相關文獻回顧……………………………………………………..6
第一節 自有品牌和態度之定義……………………………………………6
第二節 國內外自有品牌相關研究…………………………………………9
第三節 消費者心理統計變數與態度之關係……………………………..14
第四節 促銷傾向與自有品牌態度之關係……………………………......20
第五節 人口統計變數與自有品牌態度之直接關係……….…………….22
第六節 人口統計變數與自有品牌態度之間接關係……….…………….24
第七節 態度與購買傾向之關係…………………………………….…….26
第八節 產品類別對自有品牌之影響……………………………….…….27
第三章 研究方法…………………………………...…………………….29
第一節 研究架構………………………………...………………………...29
第二節 研究假設………………………………………...………………...30
第三節 研究範圍及對象…………………...……………………………...31
第四節 變數之操作性定義……………………………...………………...32
第五節 資料分析方法……………………………………………….…….37
第四章 研究結果分析……………………………………………………41
第一節 基本資料分析……………………………………………………..41
第二節 各構面之相關性檢定……………………………………………..48
第三節 心理統計變數、促銷傾向、人口統計變數與自有品牌態度
之關係探討….…………………………………………….………51
第四節 自有品牌態度與購買傾向之關係…………………………...…...69
第五節 產品種類對自有品牌態度和購買傾向之干擾效果……………..69
第六節 消費者之集群分析……………………………………………...72
第五章 結論與建議………………………………………………………75
第一節 研究結論…………………………………………………………..76
第二節 實務上建議………………………………………………………..79
第三節 研究限制及未來研究建議………………………………………..81
參考文獻…………………………………………………………………....82
中文部分……………………………………………………………….…….82
英文部分……………………………………………………………….…….82
附錄 本研究問卷
參考文獻 【中文部分】
1. 李美蘭(1999),消費者購買中間商品牌行為之研究,中正大學企業管理研究所,碩士論文。
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4. 林雯華(2000),連鎖速食餐廳消費者生活型態與折價券使用態度及行為之相關研究,中國文化大學觀光事業研究所,碩士論文。
5. 陳怡真(1996),商店品牌產品購買行為之決定性因素,台灣大學商學研究所,碩士論文。
6. 陳順宇(2000),多變量分析,華泰書局。
7. 黃渝晴(2001)台灣量販店之私品牌產品行銷策略研究,台北大學企管研究所,碩士論文。
8. 葉相億(2001),購併組合及品牌名稱對消費者態度之影響,政治大學國際貿易研究所,碩士論文。
9. 蔣宗男(2001),情境因素、消費者購買涉入與創新接受態度影響網路競標意願之研究,政治大學廣告研究所,碩士論文。
【英文部分】
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4. Bellizzi, Joseph A., John R. Hamilton, Harry F. Krueckeberg and Warren S. Martin(1981),”Consumer Perception of National , Private, and Generic Brands.” Journal of Retailing, Vol.57, No.4, Winter, pp.56-70.

5. Berman, B. and J. R. Evans (1998), Retail Management─A Strategic Approach, 7thed, N.J.:Prentice-Hall.
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7. Blattberg, Robert C. and Kenneth J. Winniewski(1989),”Price-Induced Patterns of Competition.” Marketing Science, Vol.8, Fall, pp.291-309.
8. Burton, Scot, Donald R. Lichtenstein, Richard G, Netemeyer, and Judith A. Garretson(1998),”A Scale for Measuring Attitude toward Private Label Products and Examination of its Psychological and Behavior Correlates.” Journal of the Academy of Marketing Science, Vol.26, No.4, pp.293-306.
9. Cobb, Cathy J. and Wayne D. Hoyer(1996),”Planned versus Impulse Purchase Behavior.” Journal of Retailing, Vol.62, No.4, Winter, pp.384-409.
10. Coe, B.D.(1971), “Private Versus National Preference among Lower and Middle Income Shoppers.” Journal of Retailing, Vol.47, No.3, Fall, pp.61-72.
11. Engel, James I., Roger D. Blackwell and Paul W. Miniard(1995), Consumer Behavior, 8thed. , Dryden Press.
12. Etzel, M. J., B. J. Walker and W. J. Stanton (1997), Marketing,11thed.,N.Y. :McGraw-Hill.
13. Ghosh, Avijit(1990), Retail Management. Chicago:Dryden Press.
14. Grewal, Dhruv, R. Krishnan, Julie Baker and Norm Borin(1998),”The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of Retailing, Vol.74, No.3, Fall, pp.331-352.
15. Hoch, Stephen J. and Shumeer Banerji(1993),”When do Private Labels Succeed?” Sloan Management Review, Vol.34, Issue 4, pp.57-67.
16. Kotler, Phillips(1996),Marketing Management:Analysis, Planning, Implementation, and Control, 9thed. , Prentice Hall.
17. Lichtenstein, Donald R., and Scot Burton(1989),”The Relationship between Perceived and Objective Price-Quality.” Journal of Marketing Research, Vol.26, November, pp.429-443.
18. , Richard G. Netemeyer, and Scot Burton(1990),”Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-transaction Utility Theory Perspective.” Journal of Marketing, Vol.54, July, pp.54-67.
19. , Nancy M. Ridgway and Richard G. Netemeyer(1993),”Price Perceptions and Consumer Shopping Behavior: A Field Study.” Journal of Marketing Research, Vol.30, May, pp.234-245.
20. Liesse, Julie(1993),”Big Name Marketers are being Stalked by Strong, High Quality Store Brands.” Advertising Age, April 12, pp.1,4-5.
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22. McGoldrick, Peter J.(1984), “Grocery Generics—an Extension of the Private Label Concept.” European Journal of Marketing, Vol.18, Issue 1, pp.5-24.
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24. Monroe, Kent B.(1973),”Buyers’ Subjective Perceptions of Price.” Journal of Marketing Research, Vol.10, February, pp.70-80.
25. Quelch, John A. and David Harding(1996), “Brands versus Private Labels: Fighting To Win.”Harvard Business Review, Jan/Feb, pp.99-109.
26. Raju, J.S., R. Sethuraman, and S. Dhar(1995),”The Introduction and Performance of Store Brands.” Management Science, Vol.41, June, pp.957-973.
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28. Richardson, Paul S., Arun K. Jain and Alan Dick(1996),”Household Store Brand Proneness: A Framework.” Journal of Retailing, Vol.72, No.2, pp.159-182.
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系統識別號 U0026-1506201219592300
論文名稱(中文) 以聯合分析法探討量販商自有品牌產品屬性之最佳化組合
論文名稱(英文) An application of conjoint analysis to the optimal combination of the product attributes of the private brands of some retailing warehouses
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 100
學期 2
出版年 101
研究生(中文) 曾信融
學號 R46991278
學位類別 碩士
語文別 中文
口試日期 2012-06-04
論文頁數 105頁
口試委員 指導教授-蔡燿全
口試委員-杜富燕
口試委員-劉佳玲
口試委員-陳淑惠
關鍵字(中) 聯合分析
自有品牌
市場區隔
關鍵字(英) Conjoint analysis
Private brand
Market segmentation
學科別分類
中文摘要 自有品牌產品在國外之發展已趨成熟,反觀國內則因經濟景氣之波動、聰明消費的概念以及量販市場形成寡佔局面等因素,因此自有品牌產品逐漸吸引到消費者的目光。本研究以聯合分析法探討,消費者在購買自有品牌產品時所考量的屬性偏好與組合,以及在不同市場區隔下之屬性偏好與組合的差異,進而作為量販業者開發自有品牌產品之參考依據。
研究結果發現,總體受測者在選購自有品牌產品時,屬性偏好程度依序為通路品牌、品質、價格與促銷活動等四項屬性。此外,利用集群分析將受測者進行市場區隔,得到促銷厭惡群、通路迷信群、類總體群以及促銷愛好群,其中又以通路迷信群佔有最高比例之人數。在大多數的市場區隔下,通路品牌皆為消費者在選購自有品牌產品時最重視的屬性,因此量販業者在開發自有品牌產品時,首要條件即為妥善地經營自身通路品牌,進而獲取消費者對於自家品牌產品的青睞。
英文摘要 Private-brand products are well developed in foreign markets. On the other hand, due to the economic downturn, the concept of smart shopping, oligopolistic retailers and other factors in Taiwan, private-brand products are attracting the attention of consumers. This study uses the traditional model of conjoint analysis to discuss the preferences and the combinations of the attributes of the private brand, as well as different market segments. Furthermore, the results can be provided for the retailers as references while designing products.
The results show that, store brand, quality, price and promotion are the four main attributes of private brand. In addition, there are four groups, which are promotion-averter, store-brand-advocator, public-resemblance and promotion-lover, after market segmented. The group of store-brand-advocator is the biggest group of these four. In most of market segments in this study, store brand is the most important attribute of private brand. Thus, the retailers should aware that the first condition of developing private brand is properly operating their own store brand to obtain the favor of consumers.
論文目次 摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 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
第三節 研究範圍與對象 3
第二章 文獻探討 4
第一節 自有品牌相關研究 4
第二節 產品定義與分類 10
第三節 產品屬性理論 12
第四節 聯合分析法 14
第五節 市場區隔理論 22
第三章 研究設計與研究方法 26
第一節 研究流程 26
第二節 研究變數定義與衡量 26
第三節 聯合分析資料之蒐集 28
第四節 屬性篩選 29
第五節 受測體建立 32
第六節 統計方法 34
第四章 資料分析與結果 36
第一節 樣本結構分析 36
第二節 自有品牌產品屬性偏好之聯合分析結果 38
第三節 屬性重要性權重綜合分析 90
第五章 研究結論與建議 93
第一節 研究結論 93
第二節 研究貢獻與管理意涵 94
第三節 未來研究建議 95
參考文獻 96
英文文獻 96
中文文獻 99
附錄一 前測問卷 101
附錄二 正式問卷 102
參考文獻 英文文獻
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Keillor, B. D., Kohut, J., Walsh, D. M., & Hausknecht, D. (2011). Global Product Strategy: A Longitudinal Multi-Country Product Attribute Study. Marketing Management Journal, 21(1), 124-139.
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系統識別號 U0026-2006201204433000
論文名稱(中文) 產品外包裝設計對提升消費者自有品牌價值認知之影響-以7-SELECT為例
論文名稱(英文) The Effect of Product Packaging Design on Enhancing Consumer's Value Perception for Private Brand -Take 7-SELECT As An Example
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 100
學期 2
出版年 101
研究生(中文) 蔡俊志
學號 R46994080
學位類別 碩士
語文別 中文
口試日期 2012-06-14
論文頁數 92頁
口試委員 指導教授-莊雙喜
口試委員-康信鴻
口試委員-胡蘭沁
關鍵字(中) 包裝設計
價格-品質知覺
知覺價值
購買意願
關鍵字(英) Packaging Design
Price-Quality Perception
Perceived Value
Purchase Intention
學科別分類
中文摘要 以往自有品牌的商品大多欠缺設計感且價格都以低價為著稱,使的消費者對於自有品牌的商品的價值感都偏低,而現今消費者變要合理價格又要高品質,還要要求設計品味,在這樣三重要求之下,7-ELEVEn如何應對。而此次研究是針對自有品牌7-SELECT,經過日本的設計專家重新設計包裝以及調整價格後,對於知覺品質、知覺價值與購買意願帶來哪些影響。
本研究利用知覺價格、知覺品質與知覺價值的觀念性模型為基礎,變數為包裝設計和價格-品質知覺,以便利商店自有品牌7-SELECT為例,探討產品外包裝的設計對提升消費者自有品牌的價值認知之影響;本研究利用問卷方式進行調查,網路問卷共計回收320份,經過資料整理與問卷篩選,扣除掉無效問卷50份,有效問卷共270份,問卷的有效回收率為84.37%。
研究結果發現如下:消費者的知覺品質對知覺價值與知覺價值對購買意願皆有高度正向影響。雖然新舊包裝對於知覺品質不管價格相等與否皆有顯著差異,但包裝設計態度與價格-品質知覺對知覺品質的預測力是偏低,且超商為了提高買氣又推促銷,可見還有其他因素與知覺品質、知覺價值與購買意願是有更高的線性關係。而在漲幅空間,雖大多數人喜愛新包裝,但洋芋片的價格-品質知覺在價格不同時是有顯著差異,推估換包裝的確可用來提高價格的工具之一,但是效用有限漲幅程度需是大眾能接受的範圍。
英文摘要 In the past, private brand of goods lack a sense of design and their prices are lower for consumers, letting consumers perceive the sense of value about private -brand goods’ is lower. While consumers have changed, they require the reasonable price , high quality and good taste of design, 7-ELEVEn how to deal with under the requirements of such a triple. The study is about the private brand , 7-SELECT. After Japanese designers have redesigned the packaging and adjust the price, what are the effects on perceived quality, perceived value and purchase intention.
This research is based on “Consumer Perceptions of Price, Quality, and Value”, and the variables are Packaging Design and Price-Quality Perception. This research takes private brand 7-SELECT products in convenience stores as an example, and it is to explore the effect of product packaging design on enhancing consumers’ perceived value for private brand. This research adopts online questionnaire, which accumulates 320 in total. Receiving 50 ineffective questionnaires, there were 270 effective questionnaires. The effective response rate is 84.37%.The research findings are as follows:
The perceived quality has positive impacts on consumers' perceived value. Besides , the perceived value alsohas positive impacts on consumers' purchase intention. Although there is a significant difference in perceived quality both in the old and new packaging no matter whether the price is equal or not, packaging design attitude and price-quality perception have low predictive power in perceived quality. Since convenience stores in order to improve the buying to promote, there might be other factors having higher linear relationship with perceived quality, perceived value and purchase intention. In the space of price increases, although most people love the new packaging, but potato chips’ price-quality perception at different prices is significantly different . So packaging does have its usefulness, however limited, it must be within the scope that the public can accept.
論文目次 摘要 I
Abstract II
誌謝 IV
目錄 V
表目錄 VI
圖目錄 VII
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 5
第三節研究流程 6
第二章文獻回顧與探討 7
第一節自有品牌 7
第二節 7-SELECT現況介紹 9
第三節知覺價值模型 17
第四節價格-品質知覺 20
第五節包裝設計 21
第六節知覺品質 24
第七節知覺價值 26
第八節購買意願 27
第三章研究方法 28
第一節研究架構與研究假設 28
第二節研究對象與發放問卷 29
第三節問卷設計 30
第四節資料分析方法 32
第四章資料分析結果 36
第一節敘述性統計 36
第二節因素分析與信度分析 50
第三節差異性分析 55
第四節迴歸分析 66
第五章結論與建議 72
第一節結論與建議 72
第二節研究限制與後續研究建議 77
第六章參考文獻 79
第一節、網站 79
第二節、中文文獻 79
第三節、英文文獻 82
附錄一、問卷 85
附錄二變異數同質性檢定表 90
參考文獻 第一節、網站
AC尼爾森
http://tw.nielsen.com/site/index.shtml
7-SELECT官網
http://www.7-11.com.tw/7design/index.asp
7BLOG
http://blog.7-11.com.tw/index.aspx
7-11官網
http://www.7-11.com.tw/
動腦官網
http://www.brain.com.tw/
卡優新聞網
http://www.cardu.com.tw/
東方線上
http://www.isurvey.com.tw/
經濟部統計處
http://2k3dmz2.moea.gov.tw/gnweb/PublicService/wFrmMain.aspx
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系統識別號 U0026-3105201219534200
論文名稱(中文) 以理性行為理論探討大賣場自有品牌的再購行為
論文名稱(英文) Exploring repurchase behavior on private brand of wholesale stores based on The Theory of Reasoned Action
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 100
學期 2
出版年 101
研究生(中文) 黃家渝
學號 R46994111
學位類別 碩士
語文別 中文
口試日期 2012-05-06
論文頁數 87頁
口試委員 指導教授-蔡明田
口試委員-莊立民
口試委員-李國瑋
關鍵字(中) 自有品牌
理性行為理論
價格意識
價值意識
關鍵字(英) private brand
Theory of Reasoned Action(TRA)
price consciousness
value consciousness
學科別分類
中文摘要 過往全國性品牌主宰了消費者的生活,但近年來越來越多自有品牌進入零售市場,根據調查,全球自有品牌的銷售成長率均高於製造商品牌;目前台灣較具知名度的民生消費品自有品牌大致有:大賣場、美妝店、便利超商三種主要通路;所謂的自有品牌具有以下三種特性:零售商自行找廠商生產、品牌專屬於零售商、只在零售商專屬通路銷售,自有品牌也因低價格、高價值的特性,獲得消費者青睞。

本研究採用理性行為理論為基礎,加入價格意識與價值意識,以大賣場自有品牌為例,探討消費者購買大賣場自有品牌的意圖與再購行為;同時以發放問卷方式進行調查,問卷分為網路問卷與紙本問卷兩種,網路問卷共計回收117份,紙本問卷發出130份,實際回收116份,經過資料整理與問卷篩選,扣除掉無效問卷9份,有效問卷共224份,問卷的有效回收率為90.69%。

本研究經由線性結構方程模型來驗證消費者對大賣場自有品牌的購買意圖及再購行為,研究結果得到以下證實:
一、高價格意識的消費者,對自有品牌的購買態度呈現正向關係。
二、高價值意識的消費者,對自有品牌的購買態度呈現正向關係。
三、對自有品牌購買態度越好時,會正向影響購買自有品牌的意圖。
四、購買自有品牌的主觀性規範,會正向影響購買自有品牌的意圖。
五、購買自有品牌的意圖會正向影響再購自有品牌的行為。
英文摘要 National brand products are full of the lives of consumers in the past, but more and more private brand products are in the retail market now. According to the survey, the sale grow rate of private brand products is higher than national brand products in the global. There are three famous channels of private brand in Taiwan now: wholesale stores, beauty shops, convenience stores. There are three characteristics of private brand: retail stores look for manufacturers to produce products, the brand is for the retailer’s exclusive own, the private brand products are sold only in the retail stores. Private brand products are liked by consumers because of low price and high quality.

This research adopted framework of “Theory of Reasoned Action”, and adding price consciousness and value consciousness. This study uses private brand products of wholesale stores as example for survey, and it is to explore the buying intention and repurchase behavior of private brand products in wholesale stores. Moreover, the research is based on prior literature to develop research questionnaire. The questionnaire divides two fill out divides two types- online questionnaire and paper questionnaire. There were 117 online questionnaires and 130 paper questionnaires, and paper questionnaires were retrieved 116. By sieving 9 ineffective questionnaires, there were 224 effective questionnaires. The effective response rate is 90.69%.

Structural equation model is applied to examine that consumers’ buying intention and repurchase behavior of private brand products in wholesale stores. The major findings of the research are stated as below:
1.A high price consciousness consumer has positive attitude toward purchasing private brand products.
2.A high value consciousness consumer has positive attitude toward purchasing private brand products.
3.There is positive relation between attitude toward purchasing private brand products and buying intention.
4.There is positive relation between subjective norm of private brand products and buying intention.
5.There is positive relation between buying intention of private brand products and repurchase behavior.
論文目次 摘要.................................I
Abstract............................II
誌謝.................................IV
目錄.................................V
表目錄...............................VII
圖目錄...............................VIII
第一章 緒論...........................1
第一節 研究背景........................1
第二節 研究動機與目的...................3
第三節 研究範圍與對象.................5
第四節 研究流程........................6
第二章 文獻探討........................7
第一節 自有品牌........................7
第二節 台灣知名自有品牌.................12
第三節 影響自有品牌態度的因素............15
第四節 理性行為理論 ....................20
第五節 小結...........................29
第三章 研究方法........................30
第一節 研究架構與研究假設..............30
第二節 操作性定義.......................35
第三節 問卷設計與發放....................37
第四節 資料分析方法 ......................41
第四章 資料分析結果 ......................48
第一節 敘述性統計......................48
第二節 因素分析與信度分析、共同變異方法....58
第三節 結構方程模型分析.................65
第五章 結論與建議........................72
第一節 研究結果與討論.....................72
第二節 管理意涵..........................75
第三節 研究限制與建議.....................77
參考文獻................................79
附錄...................................85

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二、網路資料
1、AC尼爾森
http://tw.nielsen.com/site/index.shtml
2、Private Label Manufacturers Association
http://plma.com/
3、AiMark艾瑪克組織網站(2006)
http://www.aimark.org/
4、大潤發官網
http://www.rt-mart.com.tw/
5、好市多官網
http://www.costco.com.tw/
6、家樂福官網
http://www.carrefour.com.tw/
7、愛買官網
http://www.fe-amart.com.tw/


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