進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-0812200913462438
論文名稱(中文) 通路商自有品牌商品之認知價值對顧客滿意度以及忠誠行為之影響
論文名稱(英文) The Influence of the Perceived Value of Private Brand Products on Customer Satisfaction and Loyal Behaviors
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 95
學期 2
出版年 96
研究生(中文) 歐陽劭怡
研究生(英文) Shao-i Ou
學號 r4694129
學位類別 碩士
語文別 英文
論文頁數 89頁
口試委員 指導教授-張心馨
口試委員-王馮永亢
口試委員-吳萬益
口試委員-葉桂珍
中文關鍵字 商店忠誠  自有品牌  知覺品質  知覺價值  顧客滿意 
英文關鍵字 Perceived Quality  Store Loyalty  Customer Satisfaction  Perceived Value  Private Brand 
學科別分類
中文摘要 在通路零售市場中,消費者面對貨架上各式各樣、不同品牌與不同主打特色的商品。在各家全國製造商已經競爭激烈的零售市場中,通路商推出以簡單的包裝與低價為訴求的自有品牌商品,並以此策略獲取更高的利潤收入。自有品牌也確實為通路商吸引更多的來店人潮與商店忠誠,但是如此忠誠行為的論點卻不適用於傳統低成本和廉價的自有品牌商品。而且現今的消費者越來越精打細算,對產品品質的要求也越來越高。因此,品質形成消費者購買過程中舉足輕重的一項準則。基於以上緣由,本研究探討知覺品質與知覺犧牲對消費者心中自有品牌商品整體知覺價值的影響,並且進ㄧ步連結顧客滿意以及後續顧客忠誠行為。資料分析採用驗證性因素分析(CFA)和線性結構模式(SEM),分別檢驗測量模型及整體模型中各個構面間關係的強度。研究結果顯示連結顧客忠誠行為與通路商自有品牌之研究架構,在所調查的三個通路類型中皆得到實證資料的支持。本研究旨在為自有品牌建立一個統整的架構,俾暸解其在市場中的重要性以及未來發展方向。
英文摘要 In the retail environment, the shelves are stacked with all kinds of goods with different features and brand names. In this competitive market packed with various national brand products, retailers are providing consumers their own private brand products with the appeal of minimal and similar packages and good prices. Such a strategy enables retailers to capture higher profit margins. Another major benefit private brand brings to retailers is to increase store traffic and enhance store loyalty. However this loyalty argument has been asserted not to apply to low cost, low price private brand products as consumers are getting smarter and pickier nowadays. In other words, product quality is gradually recognized as a significant decisive criterion in consumers’purchase process. Therefore, this study discussed the effect of product perceived quality and perceived sacrifice on the total concept of perceived value. And by linking perceived value with customer satisfaction, this study aimed to investigate consumers’post purchase loyal behaviors regarding private brand products. This study adopted confirmatory factor analysis (CFA) to confirm the measurement model and structural equation model (SEM) to examine the empirical strength of the relationships in the proposed framework. Overall, the result indicated that the proposed model captured critical constructs to link the relationship of consumers’loyal behavior to retailers’ private brand products which was supported by empirical data collected from three leading channel types. This study was aimed to provide an integrated framework to better understand the importance of the private brand and its prospective direction and development.
論文目次 ABSTRACT ………………ii
摘要 ………………iii
TABLE OF CONTENTS ………………iv
LIST OF TABLES ………………vi
LIST OF FIGURES ………………vii

Chapter 1 Introduction
1.1 Research Background and Motivation ………………1
1.2 Research Objectives ………………4
1.3 Research Structure and Research Procedure ………………4

Chapter 2 Literature Review and Research Hypotheses
2.1 Introduction of Private Brand (PB) ………………7
2.2 Perceived Value of PB Goods ………………8
2.3 Customer Satisfaction ………………12
2.4 Loyalty Constructs ………………14
2.5 Development of Research Hypotheses ………………19
2.5.1 Perceived Benefit, Perceived Sacrifice & Perceived Value of Private Brand Goods ………………19
2.5.2 Perceived Value and Customer Satisfaction ………………21
2.5.3 Customer Satisfaction and Repurchase Intention ………………22
2.5.4 Customer Satisfaction and Word of Mouth ………………23
2.5.5 Customer Satisfaction and Store Loyalty ………………24

Chapter 3 Research Framework and Methodology
3.1 Research Framework ………………25
3.2 Research Constructs ………………27
3.2.1 Definition of Research Constructs ………………27
3.2.2 Measurement of Research Variables ………………28
3.3 Questionnaire Development and Sampling Plan ………………29
3.3.1 Questionnaire Development ………………29
3.3.2 Pilot Test ………………31
3.3.3 Sampling Plan ………………37
3.3.4 Data Analysis Procedure and Methods ………………37

Chapter 4 Research Analysis and Results
4.1 Sample Demographics ………………39
4.2 Analysis of the Measurement Model ………………41
4.3 Structural Equation Model ………………46

Chapter 5 Conclusion and Recommendation
5.1 Conclusion ………………49
5.2 Implication: Theoretical and Practical ………………51
5.2.1 Theoretical Implications ………………51
5.2.2 Practical Implications ………………51
5.3 Limitation and Future Research ………………53

References ………………55
APPENDIX A: Pilot Test Questionnaire English version ………………60
APPENDIX B: Pilot Test Questionnaire Chinese version ………………63
APPENDIX C: Main Test Questionnaire English version ………………69
APPENDIX D: Main Test Questionnaire Chinese version ………………72
- Hypermarkets
APPENDIX E: Main Test Questionnaire Chinese version ………………78
- Beauty and Pharmacy Channels
APPENDIX F: Main Test Questionnaire Chinese version ………………84
-Convenience Stores
參考文獻 Aaker, D. A. (1991) Managing Brand Equity, The Free Press, NY
Ailawadi, K. L. and Harlam, B. (2004) "An empirical analysis of the determinants of retail margins: The role of store-brand share," Journal of Marketing, 68(1): 147-165
Ailawadi, K. L. and Keller, K. L. (2004) "Understanding retail branding: Conceptual insights and research priorities," Journal of Retailing, 80(4): 331-342
Ailawadi, K. L., Neslin, S. A. and Gedenk, K. (2001) "Pursuing the value-conscious consumer: Store brands versus national brand promotions," Journal of Marketing, 65(1): 71-89
Allen, C. T., Machleit, K. A. and Kleine, S. S. (1992) “A comparison of attitudes and emotions as predictors of behavior at diverse levels of behavioral experience,” Journal of Consumer Research, 18(4): 493-504
Anderson, E. W. and Sullivan, M. (1993) “The antecedents and consequences of customer satisfaction for firms,” Marketing Science, 12(2): 125–143
Anderson, E. W., Fornell, C. and Lehmann, D. R. (1994) “Customer satisfaction, market share, and profitability: Findings from Sweden,” Journal of Marketing, 58(3): 53–66
Ardnt, J. (1967) Word of Mouth Advertising: A Review of the Literature, New York: Advertising Research Foundation
Babin, B. J., Lee, Y. K., Kim, E. J. and Griffin, M. (2005), “Modeling consumer satisfaction and word-of-mouth: Restaurant patronage in Korea,” The Journal of Services Marketing, 19(3): 133-139
Bagozzi, R. P. and Dholakia, U. M. (2006) "Antecedents and purchase consequences of customer participation in small group brand communities," International Journal of Research in Marketing, 23(1): 45-61
Bagozzi, R. P. and Yi, Y. (1988) “On the evaluation of structural equation models,” Journal of the Academy of Marketing Science, 16: 74-94
Bagozzi, R. P., Yi, Y. and Philips L. W. (1991) “Assessing construct validity in organizational research,” Administrative Science Quarterly, 36: 421-458
Baker, J., Parasuraman A., Grewal, D. and Voss, G. B. (2002) "The influence of multiple store environment cues on perceived merchandise value and patronage intentions," Journal of Marketing, 66(2): 120-141
Batra, R. and Sinha, I. (2000) "Consumer-level factors moderating the success of private label brands," Journal of Retailing, 76(2): 175-191
Beatty, S. E. and Reynolds, K. E. (1999) “Customer benefits and company consequences of customer-salesperson relationships in retailing,” Journal of Retailing, 75(1): 11-32
Berge`s-Sennou, F. (2006) “Store loyalty, bargaining power and the private label production issue,” European Review of Agricultural Economics, 33(3): 315-335
Brink, D. V. D., Odekerken-Schrőder, G. and Pauwels, P. (2006) "The effect of strategic and tactical cause-related marketing on consumers' brand loyalty," The Journal of Consumer Marketing, 23(1): 15-25
Brucks, M., Zeithaml, V. A. and Naylor, G. (2000) "Price and brand name as indicators of quality dimensions for consumer durables," Academy of Marketing Science. Journal, 28(3): 359-374
Burton, S., Lichtenstein, D. R., Netemeyer, R. G. and Garretson, J. R. (1998) "A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates," Academy of Marketing Science. Journal, 26(4): 293-306
Cambell, D. T. and Fiske, D. F. (1959) “Convergent and discriminant validation by the multitrait-multimethod matrix,” Psychological Bulletin, 56: 81-105
Chen, S. C. and Quester, P. G. (2006) "Modeling store loyalty: Perceived value in market orientation practice," The Journal of Services Marketing, 20(3): 188-198
Choi, S. C. and Coughlan, A. T. (2006) "Private label positioning: Quality versus feature differentiation from the national brand," Journal of Retailing, 82(2): 79-93
Churchill, G. and Surprenant, C. (1982) “An investigation into the determinants of customer satisfaction,” Journal of Marketing Research, 19(4): 491-504
Corstjens, M. and Lal, R. (2000) "Building store loyalty through store brands," Journal of Marketing Research, 37(3): 281-291
Cronbach, L. J. (1951) “Coefficient alpha and the internal structure of tests,” Psychometrika, (16): 297-334
Dekimpe, M. G., Steenkamp, J. E. M., Mellens, M. and Vanden, A. P. (1997) “Decline and variability in brand loyalty,” International Journal of Research in Marketing, 14(5): 405-420
Della Bitta, A. J., Monroe, K. B. and Mcginnis, J. M. (1981) “Consumer perceptions of comparative price advertisements,” Journal of Marketing Research, 18(4): 416-427
Dhar, S. K. and Hoch, S. J. (1997) “Why store brand penetration varies by retailer,” Marketing Science, 16(3): 208-227
Dick, A. S. and Basu, K. (1994) “Customer loyalty: Toward an integrated conceptual framework,” Journal of the Academy of Marketing Science, 22(2): 99-113
Dodds, W. B. (1991) "In search of value: How price and store name information influence buyers' product perceptions," The Journal of Services Marketing, 5(3): 27-36
Dodds, W. B. (1995) "Market cues affect on consumers' product evaluations," Journal of Marketing Theory and Practice, 3(2): 50-63
Dodds, W. B., Monroe, K. B. and Grewal, D. (1991) "Effects of Price, Brand, and Store Information on Buyers' Product Evaluations," Journal of Marketing Research, 28(3): 307-319
Dowling, G. R. and Uncles, M. (1997) “Do customer loyalty programs really work?” Sloan Management Review, 38(4): 71-83
Eggert, A. and Ulaga, W. (2002) "Customer perceived value: A substitute for satisfaction in business markets?" The Journal of Business & Industrial Marketing, 17(2/3): 107-118
Erdem, T., Zhao, Y. and Valenzuela, A. (2004) "Performance of store brands: A cross-country analysis of consumer store-brand preferences, perceptions, and risk," Journal of Marketing Research, 41(1): 86-100
Ewing, M. T., (2000) “Brand and retailer loyalty: Past behavior and future intentions,” The Journal of Product and Brand Management, 9(2): 120-125
Fornell, C. (1992) “A national customer satisfaction barometer: The Swedish experience,” Journal of Marketing, 56(1): 6-21
Fornell, C. and Larcker, D. F. (1981) “Evaluating structural equation models with unobservable variables and measurement errors,” Journal of Marketing Research, 18(1): 39-50
Freiden, J. B. and Goldsmith, R. G. (1988) “Correlates of consumer information search for professional services,” Journal of Professional Services Marketing, 4(1): 15-29
Ghose, S. and Lowengart, O. (2001) "Perceptual positioning of international, national and private brands in a growing international market: An empirical study," Journal of Brand Management, 9(1): 45-62
Grewal, D., Krishnan, R., Baker, J. and Borin, N. (1998a) "The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions," Journal of Retailing, 74(3): 331-352
Grewal, D, Levy, M and Lehmann, D. R. (2004) "Retail branding and customer loyalty: An overview – editorial ," Journal of Retailing, 80(4): ix–xii
Grewal, D., Monroe, K. B. and Krishnan, R. (1998b) "The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions," Journal of Marketing, 62(2): 46-59
Grewal, D. and Munger, J. L. (2001) "The effects of alternative price promotional methods on consumers' product evaluations and purchase intentions," The Journal of Product and Brand Management, 10(3): 185-197
Hallowell, R. (1996) “The relationship of customer satisfaction, customer loyalty, and profitability: An empirical study,” International Journal of Service Industry Management, 7(4): 27–42
Henry, J. W. and Stone, R. W. (1999) “A structural equation model of end-user satisfaction with a computer-based medical information system,” Information Resources Management Journal, 7: 21-33
Herstein, R. and Gamliel, E. (2006) "The role of private branding in improving service quality," Managing Service Quality, 16(3): 306-319
Hu, L. and Bentler, P. M. (1999) “Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives,” Structural Equation Modeling, 6(1): 1-55
Jain, A., Dick, A. and Richardson, P. (1996) “How do consumers evaluate store brands?” Journal of Product and Brand Management, 5(2): 19-28
Jin, B. and Suh, Y. G. (2005) "Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context," The Journal of Consumer Marketing, 22(2/3): 62-71
Johnson, M. D., Herrmann, A. and Huber, F. (2006) "The evolution of loyalty intentions," Journal of Marketing, 70(2): 122-132
Joreskog, K. G. and Sorbom, D. (1989) LISREL 7: A Guide to the Program and Applications, 2ded. Chicago: SPSS, Inc
Keller, K. L. (1993) “Conceptualizing, measuring, and managing customer-based brand equity,” Journal of Marketing, 57(1): 1-22
Kerin, R. A., Jain, A. and Howard, D. J. (1992) "Store shopping experience and consumer price-quality-value perceptions," Journal of Retailing, 68(4): 376-397
Kotler, P. (2005) FAQs on Marketing- Answered by the Guru of Marketing, Cyan Books
Ladhari, R. (2007) “The movie experience: A revised approach to determinants of satisfaction,” Journal of Business Research, 60(5): 454–462
Leech, N. L., Barrett, K. C. and Morgan, G. A. (2005) SPSS for Intermediate Statistics: Use and Interpretation, Mahwah, N.J.: Lawrence Erlbaum
Long, J.S. (1983) Confirmatory Factory Analysis Newbury Park, CA: Sage
Macintosh, G. and Lockshin, L. S. (1997) "Retail relationships and store loyalty: A multi-level perspective," International Journal of Research in Marketing, 14(5): 487-497
Monroe, K. B. and Krishnan, R. (1985) “The effect of price on subjective product evaluations,” in Perceived Quality: How Consumers View Stores and Merchandise, Jacob Jacoby and Jerry
Murray, K. B. (1991) “A test of services marketing theory: Consumer information acquisition activities,” Journal of Marketing, 55(1): 10-25
Oliver, R. L. (1980) “A cognitive model of the antecedents and consequences of satisfaction decisions,” Journal of Marketing Research, 17(4): 460–469
Oliver, R. L. and Westbrook, R. A. (1991) “The dimensionality of consumption emotion patterns and consumer satisfaction,” Journal of Consumer Research, 18(1): 84–91
Oliver, R. L. (1992) “An investigation of the attribute basis of emotion and related affects in consumption: Suggestions for a stage-specific satisfaction framework,” Advances in Consumer Research, 19(2): 237-244
Oliver, R. L. (1996) Satisfaction: A Behavioral Perspective on the Customer, McGraw-Hill, New York
Oliver, R. L. (1999) “Whence consumer loyalty?” Journal of Marketing, 63: 33-44
Parasuraman, A. and Grewal, D. (2000) “The impact of technology on the quality–value–loyalty chain: A research agenda,” Journal of the Academy of Marketing Science, 28(1): 168–174
Patterson, P. G. and Spreng, R. A. (1997) "Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical examination," International Journal of Service Industry Management, 8(5): 414-434
Pedersen, P. E. and Nysveen, H. (2001) “Shopbot banking: An exploratory study of customer loyalty effects,” International Journal of Bank Marketing, 19(4/5): 146-155
Rao, A. R. and Monroe, K. B. (1988) "The moderating effect of prior knowledge on cue utilization in product evaluations," Journal of Consumer Research, 15(2): 253-264
Rao, A. R. and Monroe, K. B. (1989) "The effect of price, brand name, and store name on buyers' perceptions of product quality: An integrative review," Journal of Marketing Research, 26(3): 351-357
Richardson, P. S., Jaim, A. K. and Dick, A. (1996) "Household store brand proneness: A framework," Journal of Retailing, 72(2): 159-185
Rust, R. and Oliver, R. (1994), Service Quality - New Directions in Theory and Practice, Sage Publications
Sawmong, S. and Omar, O. (2004) "The store loyalty of the UK's retail consumers," Journal of American Academy of Business, 5(1/2): 503-509
Seiders, K., Voss, G. B., Grewal, D. and Godfrey, A. L. (2005) "Do satisfied customers buy more? Examining moderating influences in a retailing context," Journal of Marketing, 69(4): 26-43
Selnes, F. (1993) “An examination of the effect of product performance on brand reputation, satisfaction and loyalty,” European journal of Marketing, 27(9): 19-35
Sirohi, N., McLaughlin, E. W. and Wittink, D. R. (1998) "A model of consumer perceptions and store loyalty intentions for a supermarket retailer," Journal of Retailing, 74(2): 223-245
Sivadas, E. and Baker-Prewitt J. L. (2000) "An examination of the relationship between service quality, customer satisfaction, and store loyalty," International Journal of Retail & Distribution Management, 28(2): 73-82
Sprott, D. E. and Shimp, T. A. (2004) "Using product sampling to augment the perceived quality of store brands," Journal of Retailing, 80(4): 305-315
Sweeneya, J. C. and Soutarb, G. N. (2001) “Consumer perceived value: The development of a multiple item scale,” Journal of Retailing, 77(2): 203-220
Tam, J. L. M. (2004) "Customer satisfaction, service quality and perceived value: An integrative model," Journal of Marketing Management, 20(7/8): 897-917
Veloutsou, C., Gioulistanis, E. and Moutinho L. (2004) "Own labels choice criteria and perceived characteristics in Greece and Scotland: Factors influencing the willingness to buy," The Journal of Product and Brand Management, 13(4/5): 228-241
Voss, G. B., Parasuraman, A. and Grewal D. (1998) “The roles of price, performance, and expectations in determining satisfaction in service exchanges,” Journal of Marketing, 62(4): 46-61
Yi, Y. and La S. (2004) “What influences the relationship between customer satisfaction and repurchase intention: Investigating the effects of adjusted expectations and customer loyalty,” Psychology & Marketing, 21(5): 351-373
Zeithaml, V. A. (1988) "Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence," Journal of Marketing, 52(3): 2-22
Zeithaml, V. A., Rust, R. T. and Lemon, K. N. (2001) “The customer pyramid: Creating and serving profitable customers,” California Management Review, 43(4): 118-142
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2017-07-25起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2027-07-25起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw