國際連鎖零售商自有品牌消費者購買意願之影響因素－以家樂福為例

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題名:	國際連鎖零售商自有品牌消費者購買意願之影響因素－以家樂福為例
其他題名:	Determinants of Consumer Purchase Intention for Private--Brand Products of an International Retail Chain: A Study of Carrefour
作者:	張榮農;羅喬云 Chang, Jung-Nung;Lo, Chiao-Yun
貢獻者:	銘傳大學國際事務研究所;銘傳大學國際事務研究所
關鍵詞:	零售業;知覺品質;商店形象;價格意識;促銷活動 Retail industry;Perceived quality;Store image;Price consciousness;Promotional activity
日期:	2015-01-01
上傳時間:	2015-06-02 17:13:17 (UTC+8)
出版者:	南華大學企業管理學系
摘要:	隨著國際連鎖零售業在台發展漸趨穩定，各家零售商積極推出自有品牌以利市場區隔；此趨勢在本地流通業因激烈競爭而快速成長下更加明顯。家樂福為全球零售業界前三巨頭，也是台灣目前規模最大之量販店。本研究以家樂福為例，分析影響消費者購買量販店自有品牌產品意願之因素，以及促銷活動之干擾效果。本文採量化研究，蒐集262份問卷資料進行分析；實證發現，知覺品質及商店形象與消費者購買意願具顯著正向關係，而價格意識與消費者購買意願不具顯著直接關係，惟價格意識對消費者購買意願之影響，會因促銷活動而加強並達顯著干擾效果，而此干擾效果，在知覺品質及商店形象上，並不顯著。不同於過去研究，消費者在購買量販店自有品牌產品時，必須藉由促銷活動來加強其因價格意識之購買意願，惟促銷活動並不能顯著加強其因知覺品質及商店形象之購買意願。此外，性別與婚姻狀況對消費者購買意願亦具顯著差異影響，且女性消費者對自有品牌購買意願大於男性，已婚者也大於未婚者，而職業對消費者購買意願並未產生顯著差異。本文依研究發現提出實務管理意涵。 Following the development and gradual stabilization of international retailing businesses in Taiwan, most retailers have actively launched their own brands to target specific market segments. This trend is particularly apparent given the fierce competition driving the rapid growth of Taiwan’s domestic logistics industry. Carrefour, which is one of the world’s top 3 retailers, is currently the largest discount supermarket chain in Taiwan. This study examined Carrefour customers to identify the determinants of consumer purchase intention for private-brand products offered by an international retail chain. The moderating effect of promotional activity was also examined. A quantitative approach was adopted to analyze data collected from 262 consumers. The results show that both perceived quality and store image were significantly and positively associated with consumer purchase intention. Conversely, the association between price consciousness and consumer purchase intention was non-significant. When promotional activity was introduced as a moderating variable, the relationship between price consciousness and consumer purchase intention reached statistical significance. However, the moderating effect of promotional activity on the relationship between perceived quality and consumer purchase intention was non-significant, as was the relationship between store image and consumer purchase intention. Unlike previous studies, our findings indicate that promotional activity can significantly improve the effect of price consciousness but does not strengthen the effect of either perceived quality or store image on consumer purchase intention for private-brand products in international retail stores. Furthermore, gender and marital status exerted a significant effect on consumer purchase intention, with female and married consumers exhibiting stronger purchase intention than male and unmarried consumers, respectively. Occupation did not exert similar effect. The managerial implications of these findings are also discussed.
關聯:	經營管理論叢 10卷1期
顯示於類別:	[本校期刊] 經營管理論叢 [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 經營管理論叢

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