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系統識別號 U0026-0812200911301171
論文名稱(中文) 零售業商店國際品牌和自有品牌對購買傾向的影響—以家樂福量販店為例
論文名稱(英文) none
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 93
學期 2
出版年 94
研究生(中文) 黃姿云
研究生(英文) Tzu-Yun Huang
學號 r4692405
學位類別 碩士
語文別 中文
論文頁數 124頁
口試委員 指導教授-蔡明田
指導教授-張海青
口試委員-余明助
口試委員-莊立民
中文關鍵字 銷售價格  促銷活動  品牌形象  購買傾向  品牌權益 
英文關鍵字 promotion programs  brand image  selling price  brand equity  purchase intention 
學科別分類
中文摘要   隨著經濟快速成長,國人的生活水準與品質已大為提升,其消費型態也有所改變,使得零售業市場快速轉變,在此轉變下,傳統的零售業已不復見,取而代之的是強調「自助式、低價、一次購足」的大型量販店,也成為消費者新的消費型態。量販店最初只銷售來自不同製造商所生產並耳熟能詳的產品(本研究稱為國際品牌產品),或者無名品牌產品,然而近年來,由於量販店零售商最接近消費者,加上通路日趨集中及價格競爭的變化,使得零售商自有品牌商品孕育而生,各種品類的自有品牌產品也陸續開發,形成量販店內國際品牌與自有品牌的競爭。

  一般而言,國際品牌投資較高的促銷推廣成本在品牌形象的塑造上,因此帶給消費者價格較高且品質佳的感覺,較易吸引消費者購買;而自有品牌雖企圖以低價的優勢吸引消費者購買,然而卻可能導致消費者產生品質差的質疑,降低其品牌形象;另外,在提升消費者購買意願上,廠商常會以促銷活動的方式來達成短期營運目標。綜合上述,本研究乃欲以消費者的觀點,探討促銷活動(舉辦與否)、品牌形象(高低)、銷售價格(高低)是否真會對消費者購買傾向產生影響,又根據過去的文獻,促銷活動、品牌形象、銷售價格與品牌權益有關,而品牌權益也會影響購買傾向,因此本研究加入品牌權益構面,以分別探討國際品牌及自有品牌的促銷活動、品牌形象、銷售價格對於品牌權益以及購買傾向的影響,並探討經由品牌權益的中介效果,是否仍會對購買傾向產生影響。

  本研究以國內第一大量販店—家樂福為研究對象,並分別從家用紙品類、個人用品類及個人飲品類三種類別中各挑選一種品類,而後個別從該品類中選出知名度較高的國際品牌做為本研究的驗證品牌(分別是舒潔、多芬及雀巢),以提供給受訪者做為填答依據,而自有品牌則是以家樂福品牌為驗證品牌。本研究以網路問卷的方式進行便利抽樣,並選取有家樂福量販店消費經驗的消費者為抽樣對象,以期使本研究具代表性。

  根據本研究實證結果顯示,無論是國際品牌或自有品牌,藉由舉辦促銷活動以及提升品牌形象,除了能提高品牌權益外,也能提高購買傾向,且品牌權益越高,購買傾向也就越高。然而,國際品牌和自有品牌的銷售價格並不會對品牌權益和購買傾向有直接的影響,意即價格並不是影響消費者購買決策的重要關鍵,因此自有品牌的低價策略並不盡然能為其贏得優勢。另外,本研究也發現促銷活動與品牌形象皆會透過品牌權益的中介作用影響消費者的購買傾向,可知品牌權益實為影響消費者購買傾向的一項重要因素,更是企業的一項永久資產。

英文摘要   As economy grows up fast, compatriots' living standard and quality have already been greatly improved, and their consuming patterns change to some extent too. It makes the market of retail business changes fast. Under this change, a traditional retail business can’t be seen anymore, but a large-scale hypermarket that emphasizes on “self- service, low price, once purchase” appears instead, becoming consumers' new consumption patterns. At first, the hypermarket only sells the products which come from different manufacturers and are frequently heard from people (it was called national brand in the research), or other nameless brand products. But in recent years, as the hypermarket retailer closes to consumers the most, adding the change of channel centralization and price competition. The retailer has its private brand products, and different categories of private brand products are developed successively. This forms the competition between national brands and private brands.

  Generally speaking, national brand invests higher promotion cost on setting up its brand image, so it brings consumers with higher price and good quality feeling, thus it is relatively apt to attract consumers to buy. As to private brand, although it attempts to attract consumers to buy by low price advantage, it may cause consumers to query the product with bad quality, thus reducing its brand image. What’s more, in order to increase consumer purchase intention, manufacturers usually have some promotion programs to reach short-term operation goal. To synthesize aforesaid statement, the research lies in exploring whether promotion programs (hold or not), brand image (level) and selling price (level) will have an influence on consumer purchase intention or not from consumers' viewpoints. Besides, according to the past literatures, promotion programs, brand image and selling price are related to brand equity, and brand equity also has an influence on consumer purchase intention. So the research joins brand equity structure, to explore separately the relationship between promotion programs, brand image, selling price of national brand as well as private brand and brand equity and purchase intention. In addition, the research also explore whether they will still have influence on purchase intention through brand equity mediating effect.

  The research chooses Carrefour as the research object, for Carrefour is the top one hypermarket in Taiwan. The research selects three kinds of categories as the answering basis for interviewers, including home paper, personal appliance and personal drink. Then, we choose three kinds of brand categories from the three kinds of categories and sepatately elect three national brands which have higher brand awareness from them as the verification brand (Sujay, Dove and Nestle individually). Nevertheless, the research uses Carrefour as the verification brand of private brand. The research proceeds convenient sample with network questionnaire, and chooses consumers who have consuming experience in Carrefour as our sample to make this research representative.

  According to the research result, no matter national brand or private brand, by holding promotion programs and raising brand image, their brand equity and purchase intension will both be improved. And the higher the purchase intention is, the higher the brand equity is. However, selling price of national brand as well as private brand can’t have direct influence on purchase intention , it means that the price is not the important key of influencing consumer purchase decision, so the low price strategy of private brand can’t exactly earn the advantage. Furthermore, the research finds that promotion programs and brand image will affect consumer purchase intention through brand equity mediating effect. So we can know that brand equity is really an important factor to affect purchase intention, and is even a permanent asset of the enterprise.

論文目次 摘要 Ⅰ
Abstract Ⅱ
誌謝 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
第三節 研究範圍與對象 3
第四節 研究流程 4

第二章 文獻探討 5
第一節 零售業和量販店概述 5
第二節 品牌之理論基礎 10
第三節 國際品牌和自有品牌的認知 12
第四節 促銷活動相關理論 19
第五節 品牌形象相關理論 23
第六節 價格相關理論 27
第七節 品牌權益相關理論 29
第八節 購買傾向相關理論 33
第九節 促銷活動與品牌權益、購買傾向的關係 35
第十節 品牌形象與品牌權益、購買傾向的關係 39
第十一節 銷售價格與品牌權益、購買傾向的關係 41
第十二節 品牌權益與購買傾向的關係 44

第三章 研究方法 46
第一節 研究架構 46
第二節 研究假設 47
第三節 研究變數操作型定義及衡量 53
第四節 問卷設計與回收 58
第五節 資料分析方法 60

第四章 資料分析方法 62
第一節 因素分析與信效度分析 62
第二節 樣本資料分析 70
第三節 變數間的相關分析 84
第四節 整體模式分析 93

第五章 結論與建議 99
第一節 研究結果 99
第二節 管理意涵與研究發現 104
第三節 研究限制與未來研究建議 108

參考文獻 110
附錄-正式問卷 118
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三、網站部分
1.台灣家樂福網站 http://www.carrefourpt.com.tw/
2.行政院主計處網站 http://www.dgbas.gov.tw/
3.美國自有商品協會(Private Label Management Association, PLMA)http://www.plma.com/
4.美國行銷協會(American Marketing Association, AMA) http://www.ama.org.com/
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