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題名：自有品牌與國際品牌權益對顧客購物偏好與忠誠度中介效果研究
作者：陳慶樑 引用關係
作者(外文)：Ching-Liang Chen
校院名稱：國立成功大學
系所名稱：企業管理學系碩博士班
指導教授：蔡明田
賴孟寬
學位類別：博士
出版日期：2008
主題關鍵詞：國際品牌；自有品牌；忠誠度；顧客購物偏好；品牌權益；中介效果；Customer Loyalty；Customer Shopping Preferences；Hypermarket；Retailers；Private Brand；National Brand；Mediating Effect；Brand Equity
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本研究以零售通路發展自有品牌與國際品牌權益對顧客購物偏好與忠誠度之研究為主，使用迴歸分析，Sobel Test及SEM 來分析模式之適合度。問卷調查跨兩種品類，一為家用紙品，另一種為咖啡飲品。本研究針對店內之消費者的面對面問卷方式，以在53家店的家樂福、17家店的大潤發及台糖的5家店進行便利抽樣調查，有效樣本為807份（分別為李克特量表與語意差異量表）。研究之模型顯示於SEM的結構方程式模型相當的適合，特別是在語意差異量表的調查下，模式之適切性達到GFI等於0.942, IFI為0.906; 而李克特量表之GFI等於0.904, IFI為0.908。研究顯示零售業者需聚焦於品牌的發展策略水準與品牌之營運技術，對於自有品牌不僅是只有模仿國際品牌，同時亦需改善其相較於國際品牌之市場發展。而國際品牌於零售大賣場中對於顧客購物偏好較無直接影響，但是自有品牌則有顯著的直接效果於李克特問卷量表為基礎下，顯然自有品牌會直接影響消費者的認知並反映在其購物偏好中。本研究中對於品牌權益之中介效果，自有品牌權益對於自有品牌與顧客購物偏好有顯著的中介效果，而國際品牌權益對於國際品牌與顧客購物偏好有部分的支持研究假設。
本研究結果發現自有品牌營運策略對於會透過品牌權益之建構，而深切的影響消費者之購物偏好，而國際品牌權益對於國際品牌與顧客購物偏好具有部份的中介效果。但是顧客之購物偏好，對於自有品牌權益或國際品牌權益與顧客忠誠度之間皆有顯著的中介影響效果。研究顯示顧客之購物態度與行為為顧客購物偏好之要素，消費者更是零售市場中的最後決定者，經理人應有深度與廣度之自有品牌與國際品牌權益以及顧客購物偏好之思考認知，則消費者忠誠度才會隨之而來。
This study proposes the national and private brand strategy for retail channels to, through brand equity and customer shopping preferences, explore customers loyalty. It uses regression analysis, Sobel test statistics and structural equation modeling to analyze the model’s appropriateness. There are two kinds of cross-categories articles employed as the basis of a questionnaire for respondents, which include household papers and soft drinks of coffee.
This study utilizes convenient samples along with a face-to-face in-store questionnaire, which were filled out by consumers while shopping in Carrefour (53 stores), RT-mart (17 stores) and Taisuco hypermarket chained stores (5 stores). About 807 valid samples are taken to examine the interaction of shopping preference and customer loyalty. In this study, we obtained the brand equity to test the mediating effect of brand equity and customer shopping preferences to customer loyalty in chained store of hypermarket.
This proposed model displays the method of SEM and the level and significance of the accuracy of model fit, especially in the semantic scale (GFI=0.942, IFI=0.906) and the Likert scales (GFI=0.904, IFI=0.908). It reveals that the retailers should focus on the level of brand development strategies and operational techniques as much as they can. The retailer of private brand should focus on not only the facility to imitate the national brands, but also offer their private brands more to improve their brand development compared to the national brand in retail marketing.
The national brand operational technology in retail store is not direct impact on customer shopping preferences in Likert scale, but private brand have direct impact on the customer shopping preferences. It is obvious that the private brand name as the retail store that will direct reflect to customer perception for the chain stores, then direct impact on the customer shopping preferences.
In terms of a mediating effect of the brand equity, the national brand equity has a partial mediating effect on customer shopping preferences in this study. This study apply it as a mediator to search the brand strategies in retail stores and find out the private brand equity as a mediator is positive and has a significant impact on customer shopping preferences in the chained stores of hypermarket.
In this study, the results show that a private brand strategy with well-formalized factors using a technically proficient brand equity construction will affect customer’s shopping preferences deeply. The national brand has direct impact on the brand equity, but partial impact on the customer shopping preferences. Therefore, national brand has partial mediating impact on the customer shopping preferences. The customer shopping preferences is not only have the direct impact on the customer loyalty but also have a mediating effect between brand equity and customer loyalty. On the other hand, if the channel cooperation of retailers has no PB strategy, it is easy for a retail store to be a grocery store with no brand strategy.
This research shows that the customer shopping preferences have the mediating effect between brand equity and customer loyalty, and have the direct impact on the customer loyalty. The attitude and behavior of customer shopping preferences are the key elements in the brand equity to customer loyalty. It means customers are the residual rights to the retail-marketing, if the managers should have the depth and width thinking about the national and private brand equity, and customer shopping preferences, then customer loyalty will follow in the stores.
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