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標題: The Effect of Extrinsic Cues on Perceived Quality, Perceived Risk and Purchase Intention for Private Label Brands
作者: Chen, Szu-Ying
關鍵字: Private label brand
Ingredient brand
Brand name
Price strategy
Perceived quality
Perceived risk
Purchase intension
出版社: 企業管理學系所
引用: 一、網站資料 1.台經院產經資料庫 2.Private Label Manufacturers Association(PLMA) 3.卡優新聞網 4.家樂福 5.大潤發 6.愛買 7.屈臣氏 8.康是美 二、中文部分 AC 尼爾森(2005)。「AC 尼爾森全球經理人報告:2005 年自有品牌的力量」。台北市。 AC 尼爾森(2011)。「自有品牌成長-現在進行式」。台北市。 吳長生. (2011)。外部線索對私有品牌知覺品質與知覺風險之影響。行銷評論, 8(3),385-404。 吳長生、黃慧新、陳麒仁. (2011)。聯合成份品牌化策略對私有品牌評價之影 響: 產品知識與品牌-品質聯想性之干擾效果。臺灣管理學刊,11(1), 69-89。 吳青松(1998)。現代行銷學。台北市: 智勝文化事業有限公司。 林隆儀、曾彥嘉(2004)。產品類別特徵與產品資訊對私有品牌產品知覺品質 的影響。行銷評論,1(1),75-103。 袁幸慈(2006)。商店形象與自有品牌形象對自有品牌知覺風險、知覺品質、 知覺價值與購買意願之影響-以大型量販店為例,國立成功大學國際企 業學系碩士論文,未出版,台南市。 張啟華. (2004 年 5 月 17 日)。自做自售量販店便宜有好貨,自由時報。 張紹勳. (2004)。研究方法。台北: 滄海書局。 許涵茜. (2011)。品牌經驗與聯合品牌策略關聯之研究。國立東華大學碩士論 文,未出版,花蓮縣。 彭台光、高月慈、林鉦棽(2006)。管理研究中的共同方法變異: 問題本質、 影響、測詴和補救。管理學報,23(1), 77-98。 楊仁佑(2011)。自有品牌的品牌識別與其對購買意願的影響,國立成功大學 碩士論文,未出版,台南市。 劉譯霜(2008)。零售商自有品牌廣告對消費者的產品態度、自有品牌態度、購買意願之影響-以量販店為例,國立政治大學廣告研究所碩士論文,未出版,台北市。 黃毓仁(2009)。產品命名方式對產品態度與購買意願之影響。國立中央大學企業 管理學系碩士論文,桃園縣。 三、英文部分 Aaker, D. A. (1990). Brand extensions: the good, the bad, and the ugly. Sloan Management Review, 31(4), 47-56. 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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。
其他識別: U0005-2306201221312200
Appears in Collections:企業管理學系所



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