自有品牌之名人代言：品牌熟悉度、知覺風險、知覺價值與品牌關係_

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題名：	自有品牌之名人代言：品牌熟悉度、知覺風險、知覺價值與品牌關係
書刊名：	管理研究學報
作者：	吳立偉／林呈昱／林瑋琳
作者(外文)：	Wu, Li-wei／Lin, Chen-yu／Lin, Wei-lin
出版日期：	2015
卷期：	15:1
頁次：	頁85-116
主題關鍵詞：	品牌熟悉度；知覺風險；知覺價值；品牌關係；代言人；Brand familiarity；Perceived risk；Perceived value；Brand relationship；Endorser
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:3 共同引用:58 點閱:76

許多零售商紛紛推出自有品牌商品來滿足不同消費者的需求並藉此提高本身的銷售額，此情況促使本研究想要了解影響消費者購買自有品牌商品之因素，本研究首先從消費者處理外部資訊所累積的品牌熟悉度切入，探討其影響消費者的知覺風險、知覺價值與品牌關係。接著探討上述變數對自有品牌商品購買意願的影響效果。最後，檢驗知覺風險、知覺價值與品牌關係對自有品牌商品購買意願是否受到廣告代言人所干擾。本研究利用線性結構模型來驗證整體模型，廣告代言人的干擾效果則利用多群組分析。問卷總共回收516份問卷，刪除其中52份無效問卷，最後有效問卷為464份。結果發現品牌熟悉度能降低消費者的知覺風險，也能提高消費者的知覺價值與品牌關係。同時，知覺風險降低消費者購買自有品牌的意願，而知覺價值與品牌關係則正向影響消費者的購買意願。特別地，廣告代言人負向干擾知覺風險對於購買意願的影響效果，同時，正向干擾知覺價值對購買意願的影響效果。換言之，廣告代言人能有效減低知覺風險對於購買意願的負向的影響效果，並且能強化知覺價值對購買意願的正向影響效果。

以文找文

Many retailers have launched private brands to cater to the consumers’ needs, and thus increase their sales. With this consideration, this study aims to explore the factors that motivate consumers to purchase private brands. The study begins with brand familiarity, which is accumulated by consumers as they address external information, and explore how consumers' perceived risk, perceived value, and brand relationship can be influenced. This study also analyzes the effects of the above variables on the purchase intention of private brands. Finally, the study examines whether the effects of perceived risk, perceived value, and brand relationship on the purchase intention of private brands are moderated by the endorser. The proposed model was tested using a structural equation model and the moderating effects of the endorser in the hypotheses were assessed by the multi-group analyses. A total of 516 responses were returned, and after excluding 52 incomplete responses the sample size was 464. The results show that brand familiarity negatively affects perceived risk, but significantly increases perceived value and brand relationship. Furthermore, perceived risk negatively affects purchase intention, whereas perceived value and brand relationship positively affect purchase intention. Particularly, the endorser negatively moderates the effect of perceived risk on purchase intention but positively moderates the effect of perceived value on purchase intention. In other words, the endorser reduces the effect of perceived risk on purchase intention and increases the effect of perceived value on purchase intention.

以文找文

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