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

The Influence of Product Category Characteristics and Product Information on Perceived Quality of Private Brand Product

10.29931/MR.200409.0005

林隆儀(Long-Yi Lin)；曾彥嘉(Yen-Chia Tseng)

產品類別特徵 ； 產品資訊 ； 產品涉入 ； 私有品牌 ； Category Characteristic Product Information ； Product Involvement ； Private Brand

行銷評論

1卷1期（2004 / 09 / 01）

75 - 103

繁體中文

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 ill 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 fluid 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.

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