消费者对量贩店自有品牌食品购买意愿之研究.PDF

餐旅暨家政學刊 第五卷 第三期 民國九十七年 Journal of Hospitality and Home Economics, Vol.5, No.3,pp273.~293 消費者對量販店自有品牌食品購買意願 之研究 胡欣慧 何玉珍 摘 要 隨著國內大型量販店紛紛引入自有品牌，使消費者對自有品牌的認識也越 來越多，自有品牌的產生已逐漸影響社會大眾的消費型態。本研究深入探討消 費者購買量販店自有品牌食品時，消費者的社經背景、商店品牌形象及消費者 的知覺品質、知覺價值、知覺風險是否會影響其購買意願。於台北、高雄量販 店前對消費者發放問卷，有效問卷為 382 份。研究結果發現：消費者社經背景 會影響其對量販店自有品牌食品的購買意願；量販店的品牌形象越高，消費者 對其自有品牌食品的購買意願越高；消費者對量販店自有品牌食品的知覺品質 與知覺價值越高及知覺風險越低時，則有越高的購買意願。所得之研究結果將 做為業者建立自有品牌食品之基礎，並提供業者制訂行銷策略之建議。 關鍵詞：自有品牌、品牌形象、知覺品質、知覺價值，知覺風險、購買意願 胡欣慧：銘傳大學餐旅管理學系助理教授  何玉珍：銘傳大學觀光研究所研究生 273 274 餐旅暨家政學刊 第五卷 第三期 民國九十七年 A Study of Consumer’s Purchase Intention toward Retail Store Brands in the Food Sector   Hsin-Hui Hu Yu-Chen Ho ABSTRACT Nowadays, consumers are more familiar with store brands; store brands therefore have made significant inroads into retail industry and influenced consumers’ purchase behaviors. The purpose of this study is to investigate the consumer’s purchase intention toward retail store brands in the food sector and the factors that influence it. This study adopted a survey research design, and total of 382 questionnaires were collected. The results of the study indicated that perceived brand image of retail store would influence consumer’s purchase intention. Moreover, consumers who have higher perceived quality, perceived value, and lower perceived risk would have higher purchase intentions toward retail store brands in the food sector. Keywords: store/private