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論文名稱(中文) 產品涉入、轉換成本、與顧客滿意度對自有品牌購買意願影響之研究
論文名稱(英文) The Influence of Product Involvement, Switching Cost, and Customer Satisfaction on Customer’s Purchase Intent of Private Brand Products
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 99
學期 2
出版年 100
研究生(中文) 陳俊銘
研究生(英文) Chun-Ming Chen
學號 R47981098
學位類別 碩士
語文別 中文
論文頁數 60頁
口試委員 指導教授-蔡燿全
口試委員-張心馨
口試委員-劉佳玲
中文關鍵字 自有品牌  產品涉入  轉換成本  價值意識 
英文關鍵字 Private Brand  Product Involvement  Switching Cost  Value Consciousness 
學科別分類
中文摘要 近年來台灣的量販店、連鎖藥妝店、便利商店紛紛追隨國外的趨勢,發展許多自有品牌產品。隨著市場的演進,自有品牌的市場地位愈趨重要,因此行銷人員有必要了解消費者對於自有品牌的態度以及其購買行為。如果能夠充分了解消費者的態度,將可提供廠商開發商品時的策略性建議。
本研究想要了解消費者對於商品的產品涉入與轉換成本如何影響其對於自有品牌的態度,以及消費者本身的價值意識是否會影響產品涉入與轉換成本對自有品牌購買意願的效果。因此,本研究採用消費者問卷調查的方式,探討產品涉入、轉換成本、顧客滿意度、價值意識與自有品牌購買意願之間的關係。主要結論如下:1.當消費者知覺的產品涉入程度愈高,對於自有品牌的購買意願愈低。2.當消費者知覺的產品轉換成本愈高,對於自有品牌的購買意願愈低。3.消費者對廠商的滿意度對其自有品牌的購買意願影響不顯著。4.消費者價值意識對產品涉入與自有品牌購買意願間的干擾不顯著。5.消費者價值意識對轉換成本與自有品牌購買意願間的干擾為顯著。
本研究之研究建議如下:1.廠商在開發自有品牌商品時,應選擇各品牌間差異性不大、消費者對產品涉入程度不高的產品類別。2.廠商對於所選擇的自有品牌商品,應努力提升其產品品質,以降低消費者知覺轉換成本,提高消費者對於自有品牌商品之購買意願。3.零售商可透過行銷、廣告方式影響消費者,提升消費者的價值意識,進而提高消費者對於自有品牌商品之購買意願。
英文摘要 Recently, Taiwan local wholesale stores, convenience stores, and cosmeceutical stores are developing more and more private brand products. Private brand products have became an important force in the market and have a great potential. Thus, it is necessary for marketers to understand customer’s attitudes and behaviors toward private brand products so that we can provide some some useful suggestions to retailers.
This research uses questionnaire method to analyze the relationships between product involvement, switching cost, customer satisfaction, value consciousness and private brand purchase intention. The main results are the followings:
1. The intent to buy a private brand will increase as the perceived product involvement decreases
2. The intent to buy a private brand will increase as perceived switching cost decreases.
3. The effect of customer satisfaction toward their purchase intentions to private brands is not significant.
4. Value consciousness will not moderate the influence of product involvement on the purchase intention for a private brand.
5. Value consciousness will moderate the influence of switching cost on the purchase intention for a private brand.
論文目次 中文摘要………………………………………………………………… I
英文摘要………………………………………………………………… II
致 謝………………………………………………………………… III
目 錄………………………………………………………………… IV
表 目 錄………………………………………………………………… VI
圖 目 錄………………………………………………………………… VII
第一章 緒論
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
第二章 文獻回顧
第一節 產品涉入………………………………………………… 5
第二節 轉換成本………………………………………………… 9
第三節 顧客滿意度……………………………………………… 10
第四節 價值意識………………………………………………… 12
第五節 購買意願………………………………………………… 13
第三章 研究方法
第一節 研究架構………………………………………………… 15
第二節 研究假設………………………………………………… 16
第三節 研究變數之操作性定義與衡量………………………… 18
第四節 抽樣設計………………………………………………… 22
第五節 資料分析方法…………………………………………… 23
第四章 資料分析與討論
第一節 樣本結構分析…………………………………………… 25
第二節 因素分析與信度分析…………………………………… 28
第三節 簡單迴歸分析…………………………………………… 32
第四節 複迴歸分析……………………………………………… 35
第五節 層級迴歸分析…………………………………………… 39
第六節 研究假設檢定結果……………………………………… 42
第五章 結論與建議
第一節 研究結果討論…………………………………………… 43
第二節 管理意涵………………………………………………… 44
第三節 後續研究建議…………………………………………… 45
參考文獻………………………………………………………………… 46
附錄一 家樂福問卷…………………………………………………… 53
附錄二 大潤發問卷…………………………………………………… 57
參考文獻 【中文部分】
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