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題名：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
書刊名：行銷評論
作者：林隆儀／曾彥嘉
作者(外文)：Lin, Long-yi／Tseng, Yen-chia
出版日期：2004
卷期：1:1
頁次：頁75-103
主題關鍵詞：產品類別特徵；產品資訊；私有品牌；產品涉入；Category characteristic；Product information；Product involvement；Private brand
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(7) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:5
  • 點閱點閱:25
本研究旨在探討產品類別特徵對私有品牌產品知覺品質的影響，及產品涉入程度在產品資訊對私有品牌產品知覺品質的干擾效果。本研究的研究樣本是取自在量販店消費後的消費者，採便利抽樣法，為了確保資料來源的正確性，本研究採人員訪問法，受訪樣本共計527份，共蒐集到有效樣本為400份。本研究首先以迴歸分析法分析產品類別特徵對私有品牌產品知覺品質的影響，研究結果發現，私有品牌產品知覺品質受到類別複雜度、購買間隔時間及類別品質差異負向的影響。其次以迴歸分析法分析產品涉入對產品資訊與私有品牌產品知覺品質關係之干擾效果，研究結果發現，產品資訊對私有品牌產品知覺品質有正向的影響，但是產品涉入程度對產品資訊與私有品牌產品知覺品質的干擾效果並不顯著。
This research mainly aims to investigate the influences of product category characteristics on consumers' perceived quality of the private label brand. Besides that, the moderating effects of product involvement on the relationship between the product information and perceived quality of the private label brand are also the research's goal. The subjects who shopped in the merchandise store or hypermarket were asked to participate in the study. After questionnaire survey, we collected 527 samples, and 400 of them were effective. This study investigates the manner in which product category characteristics influenced consumers' perceptions of the private label quality by regression analysis. In the results, we find that perceptions of the private label quality are driven by the complexity, average interpurchase time, and the quality variance of the product category. By using regression analysis, this study also investigates the moderating effects of the product involvement on the relationship between the product information and perceived quality of the private label brand. We find that product information have positive influences on the perceived quality of the private brand products. The product information and the product involvement have on interactive effects on perceived quality of the private brand products.
期刊論文
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19.Batra, Rajeev、Sinha, Indrajit(2000)。Consumer-level factors moderating the success of private label brands。Journal of Retailing，76(2)，175-191。  new window
20.鍾谷蘭(19970900)。零售商自有品牌商品策略之通路競爭分析。管理學報，14(3)，457-477。new window  延伸查詢new window
21.Bawa, K.、Landwehr, J. T.、Krishna, A.(1989)。Consumer Response to Retailers' Marketing Environments: An Analysis of Coffee Purchase Data。Journal of Retailing，65(4)，471-495。  new window
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27.Richardson, Paul S.、Dick, Alan S.、Jain, Arun K.(1994)。Extrinsic and intrinsic cue effects on perceptions of store brand quality。Journal of Marketing，58(4)，28-36。  new window
28.Zaichkowsky, Judith Lynne(1986)。Conceptualizing involvement。Journal of Advertising，15(2)，4-34。  new window
29.Dowling, Grahame R.、Staelin, Richard(1994)。A model of perceived risk and intended risk-handling activity。Journal of consumer Research，21(1)，119-134。  new window
30.Bearden, William O.、Etzel, Michael J.(1982)。Reference Group Influence on Product and Brand Purchase Decisions。Journal of Consumer Research，9(2)，183-194。  new window
31.Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research，12(3)，341-352。  new window
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35.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
36.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
37.Celsi, Richard L.、Olson, Jerry C.(1988)。The Role of Involvement in Attention and Comprehension Processed。Journal of Consumer Research，15(2)，210-224。  new window
學位論文
1.沙國鋒(2002)。產品種類與產品資訊對私有品牌產品知覺品質的影響(碩士論文)。真理大學。  延伸查詢new window
2.林岳民(2003)。不同產品涉入下廣告比較策略與廣告訴求方式對購買意願的影響之研究(碩士論文)。真理大學。  延伸查詢new window
3.韓武益(1999)。台灣零售業自有品牌商品之形象定位探討(碩士論文)。東海大學。  延伸查詢new window
4.莊沛洋(1998)。企業運用電子商店之決策因素與經營模式研究(碩士論文)。國立交通大學。  延伸查詢new window
5.邱毓蘋(2001)。資訊豐富度對網路購物意願之研究(碩士論文)。國立交通大學。  延伸查詢new window
圖書
1.野口智雄、劉玫芳(1996)。價格破壞時代的自營品牌策略。經濟部國貿局。  延伸查詢new window
2.Ghosh, Avijit(1990)。Retail management。Chicago：The Dryden Press。  new window
3.Petty, R. E.、Cacioppo, J. T.(1981)。Attitude and Persuasion: Classic and Contemporary Approach。Dubuque, Iowa：Wm C. Brown Co.。  new window
4.魏啟林(1993)。行銷策略。時報出版公司。  延伸查詢new window
5.吳青松(1998)。現代行銷學。智勝文化事業有限公司。  延伸查詢new window
6.林清河、吳萬益(2002)。行銷研究。臺北市：華泰文化事業股份有限公司。  延伸查詢new window
7.林靈宏(1999)。消費者行為學。臺北：五南。  延伸查詢new window
8.Assael, Henry(1995)。Consumer behavior and marketing action。South-Western College Publishing。  new window
9.Aaker, David A.(1996)。Building Strong Brand。Free Press。  new window
10.Kolter, P.(1996)。Marketing Management: Analysis, Planning, Implement, and Control。Prentic Hall。  new window
11.Nunnally, J. C.、Bernstein, I. H.(1993)。Psychometric theory。New York：McGraw-Hill。  new window
12.Keller, Kevin Lane(2003)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。  new window
13.Walters, C. Glenn(1978)。Consumer behavior: Theory and practice。Richard D. Irwin, Inc.。  new window
其他
1.Eder, R.(19981009)。Fast-Growing Natural Care is Target for Private Label。  new window
2.Kulpa, J.(19981109)。Consumables Top Gainers in Private Labels。  new window
圖書論文
1.Sawyer, A. G.、Dickson, P.(1984)。Psychological Perspectives on Consumer Response to Sales Promotion。Research on Sales Promotion。Cambridge, MA：Marketing Science Institute。  new window
 
 
 
 
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