品牌形象、知覺價格、知覺品質與知覺價值對價購買意願之影響－以私有品牌7-SELECT the Beer啤酒為例

The Influences of Brand Image, Perceived Price, Perceived Quality, and Perceived Value on Purchase Intention: A Study on Private Label 7-SELECT the Beer

10.6627/CIEBM.2015.10.12

吳長生(Paul C. S. Wu)；袁家徹(Chia-Che Yuan)

品牌形象 ； 知覺價格 ； 知覺品質 ； 知覺價值 ； 購買意願 ； 私有品牌 ； Brand Image ； Perceived Price ； Perceived Quality ； Perceived Value ； Purchase Intention ； Private Label

提升競爭力與經營管理學術研討會

10屆（2015 / 05 / 01）

207 - 229

繁體中文

品牌與價格是消費者判斷產品品質時重要的外部線索；零售商發展私有品牌歷史悠久，7-SELECT the Beer為台灣地區第一個私有品牌啤酒產品。本研究旨在探討私有品牌品牌形象、知覺價格、知覺品質、知覺價值及購買意願間之關係，以7-SELECTthe Beer啤酒之消費者為研究對象。以透過網路以問卷收集資料，共收集415份有效問卷，使用結構方程模式進行資料分析。研究結果發現，品牌與價格二個外部線索經由消費者感受到的「品牌形象」與「知覺價格」顯著影響了消費者對私有品牌7-SELECT啤酒的知覺品質；知覺品質則顯著正向影響產品的知覺價值，進而正向影響其購滿意願。而知覺品質與知覺價格對購買意願之影響，則受到知覺價值之中介。

Brand and price are the significant extrinsic cues for a consumer to inter product quality. This study aims to examine the relationships among brand image, perceived price, perceived quality, perceived value and purchase intention of 7-SELECT the Beer, the first private label of its category in Taiwan, where private labels have had a long history. The survey is conducted with the employment of on-line questionnaires. The 415 valid samples collected are analyzed with structural equation modeling. The results show that brand image and perceived price, consumers' perception of the two extrinsic cues: brand and price, significantly affect perceived quality; perceived quality positively affect perceived value, which in turn positively affect purchase intention. The relationships between ＂perceived quality - purchase intention＂ and ＂perceived price - purchase intention＂ are mediated by perceived value.

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