Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/21246
標題: The Effect of Extrinsic Cues on Perceived Quality, Perceived Risk and Purchase Intention for Private Label Brands
外在資訊提示對自有品牌知覺品質、知覺風險與購買意圖之影響
作者: Chen, Szu-Ying
陳思穎
關鍵字: Private label brand
成份品牌
Ingredient brand
Brand name
Price strategy
Perceived quality
Perceived risk
Purchase intension
自有品牌名稱
價格策略
知覺品質
知覺風險
購買意圖
出版社: 企業管理學系所
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摘要: Though Private label brands in Taiwan are growing vigorous right now, consumers in Taiwan are still concerned about the quality they have. Therefore, the purpose of this study is to examine the influence of consumption situation on the use of extrinsic cues, such as ingredient brand, brand name and price, in the assessment of perceived quality and different type of perceived risks to purchase intension. In this study, an experimental design was conducted in a sample of 501consumers, using chocolate puff as product and Carrefour as the private label brand to form eight different kinds of questionnaires. We used T-test to investigate the differences of perceived quality and perceived risk between have/don't have ingredient brand, related/independent brand name and high/low price. The relationship between perceived quality, perceived risk and purchase intension was used regression to examine. The results of this study reveal the perceived quality is higher while perceived risk is lower when private label brands product have ingredient brand or the brand name is independent from channel brand. Furthermore, it also shows that different prices have no impact on perceived quality and perceived risk. Finally, this study finds out there is a positive relationship between perceived quality and purchase intension. On the other hand, a negative relationship between perceived risk and purchase intension is founded.
台灣之零售商自由品牌目前正蓬勃發展,但消費者心中仍存在著品質不良的疑慮,因此,本研究旨在了解消費者若接受到一些外在資訊的提示後,會不會增加消費者對產品的信心。本研究利用了成份品牌、品牌名稱、價格三種外在資訊的提示,檢驗不同情況下的產品,消費者的知覺品質與知覺風險如何被影響,進而影響到購買意圖。 本研究以大眾消費者為研究對象,利用實驗設計法提出八種不同的問卷類型(有無成份品牌、有無包含通路商名稱、高價與低價),以李克特七點尺度量表進行問卷調查,共計回收501份有效問卷,並針對回收資料進行敘述性統計分析、信效度分析、變異數分析、差異性分析與迴歸分析,求得假說之驗證。 本研究之結果顯示,消費者對於有成份品牌、未包含通路商名稱的自有品牌產品有較高的知覺品質與較低的知覺風險;高價與低價的產品在知覺品質與知覺風險中都無顯著差異;知覺品質與購買意圖呈正向關係;知覺風險與購買意圖呈負向關係。
URI: http://hdl.handle.net/11455/21246
其他識別: U0005-2306201221312200
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-2306201221312200
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