探討服務品質及消費者因素對自有品牌購買意願之影響：以台灣南部大型量販店為例

The Influences of Retail Service Quality and Consumer Level Factors on Purchasing Intention of Private Labels: An Examination of Hypermarkets in Southern Taiwan

10.29931/MR.200709.0002

黃明新(Min-Hsin Huang)

自有品牌 ； 服務品質 ； 價格意識 ； Store Brands ； Service Quality ； Price Consciousness

行銷評論

4卷3期（2007 / 09 / 01）

273 - 287

繁體中文

零售商所開發的自有品牌，除了對商店本身的利潤貢獻外，並能強化零售連鎖體系的商品力，及培養忠實商店顧客群。本研究考慮商店服務品質及消費者行為因素，建立完整理論模型並提出六項假說，採用線性結構關係模式(LISREL)，針對南部地區大型量販連鎖商店，進行實證分析。研究結果發現，商店服務品質的改善，可以提升消費者對該商店自有品牌商品的品質知覺，進而增加消費者對該商店自有品牌的購買意願；此外，消費者的價格意識亦是影響自有品牌購買意願的重要因素。

Store brands or private labels have become an important contributor to retail merchandise and help to build store loyalty. This study develops a theoretical model to examine the impacts of consumer level factors and retail service quality on purchasing intention of store brands. The current research utilizes a linear structure relationship (LISREL) model and conducts a consumer survey for five hypermarket chain stores in southern Taiwan to test our six hypotheses. Results indicate that retail service quality has impacts on consumers' quality perception and purchasing intention of store brands. Price consciousness is also found to have an effect on purchasing intention of store brands. Managerial implications of these results are discussed.

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