题名

探討消費者購買自有品牌商品意願之研究：以來源國形象與商品類別為干擾變數

并列篇名

A Study of Consumers’ Intention to Purchase Private Brand Products: The Moderating Roles of Country-of-Origin Image and Product Category

作者

吳立偉(Li-Wei Wu)；李明煌(Ming-Huang Li)；張榮庭(Jung-Ting, Chang)；林于程(Yu-Cheng Lin)

关键词

商店形象 ； 消費者創新性 ； 口碑傳播 ； 知覺風險 ； 自有品牌態度 ； 自有品牌購買意願 ； 來源國形象 ； 商品類別 ； Private brands ； store image ； consumer innovativeness ； word of mouth ； perceived risk ； attitude ； purchase intention ； country-of-origin image ； product category

期刊名称

東海管理評論

卷期/出版年月

19卷1期（2017 / 07 / 01）

页次

129 - 164

内容语文

繁體中文
中文摘要

本研究以商店形象、消費者創新性及口碑傳播作為前因變數，探討此前因變數如何影響消費者的知覺風險及自有品牌態度，並接著分析知覺風險及自有品牌態度對自有品牌購買意願的影響關係。同時，本研究以來源國形象與商品類別在知覺風險與自有品牌態度對自有品牌購買意願之間的干擾作用。研究母體為實際購買自有品牌之消費者，本研究共發放410份問卷，最後取得403份有效問卷。結果發現商店形象會負向影響知覺風險，並正向影響其消費者對於自有品牌的態度，消費者創新性對自有品牌態度有正向影響。口碑傳播會負向影響知覺風險，並正向影響其消費者對於自有品牌的態度。另一方面，知覺風險與自有品牌態度對購買意願有顯著的影響效果。在干擾作用方面，來源國形象與商品類別會負向干擾消費者的知覺風險對自有品牌購買意願的影響效果。
英文摘要

This study examines the factors of store image, consumer innovativeness, and word of mouth, which influence perceived risks of consumers and attitudes toward private brands. This study then analyzes the influences of perceived risks and attitudes towards private brands, particularly purchase intention. This study also examines the moderating effects of country-of-origin and product type between perceived risks and attitudes toward private brands and purchase intention for private brands. The population for this study included consumers who have purchased from private brands. A total of 403 valid questionnaires were collected out of the 410 questionnaires distributed. This study finds that store image has a negative influence on perceived risks and a positive influence on consumer attitudes toward private brands. Consumer innovativeness has a positive influence on attitudes toward private brands. Word of mouth has a negative influence on perceived risks and a positive influence on consumer attitudes toward private brands. Perceived risks and attitudes toward private brands have significant influences on purchase intention. Finally, country-of-origin and product category have negative moderating influences on the effect of perceived risks on purchase intention.
主题分类 社會科學 > 管理學
参考文献
  1. 朱國光,李奇樺(2008)。影響消費者對自有品牌態度與購買行為相關因素之研究。臺灣企業績效學刊，2(1)，93-117。
    連結：
  2. 吳立偉,林呈昱,林瑋琳(2015)。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。管理研究學報，15(1)，85-116。
    連結：
  3. 吳立偉,林怡君(2013)。影響消費者對自有品牌再購意願之前置因素與情境效果。台灣管理學刊，13(1)，27-53。
    連結：
  4. 吳長生(2011)。外部線索對私有品牌知覺品質與知覺風險之影響。行銷評論，8(3)，385-404。
    連結：
  5. Aghekyan-Simonian, M.,Forsythe, S.,Kwon, W. S.,Chattaraman, V.(2012).The role of product brand image and online store image on perceived risks and online purchase intentions for apparel.Journal of Retailing and Consumer Services,19(3),325-331.
  6. Ahmed, Z. U.,Johnson, J. P.,Ling, C. P.,Fang, T. W.,Hui, A. K.(2002).Country-of-origin and brand effects on consumers' evaluations of cruise lines.International Marketing Review,19(3),279-302.
  7. Ailawadi, K. L.,Keller, K. L.(2004).Understanding retail branding: conceptual insights and research priorities.Journal of Retailing,80(4),331-342.
  8. Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior and Human Decision Processes,50(2),179-211.
  9. Alden, D. L.(1993).Product trial and country of origin: An analysis of perceived risk effects.Journal of International Consumer Marketing,6(1),7-26.
  10. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation of structural equation models.Journal of the Academy of Marketing Science,16(1),74-94.
  11. Balabanis, G.,Mueller, R.,Melewar, T. C.(2002).The human values' lenses of country of origin images.International Marketing Review,19(6),582-610.
  12. Bansal, H. S.,Voyer, P. A.(2000).Word-of-mouth processes within a services purchase decision context.Journal of Service Research,3(2),166-177.
  13. Bao, Y.,Bao, Y.,Sheng, S.(2011).Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation.Journal of Business Research,64(2),220-226.
  14. Batra, R.,Sinha, I.(2000).Consumer-level factors moderating the success of private label brands.Journal of Retailing,76(2),175-191.
  15. Bauer, R. A.(1960).Consumer behavior as risk taking.Dynamic Marketing for a Changing World
  16. Bhatnagar, A.,Ghose, S.(2004).Online information search termination patterns across product categories and consumer demographics.Journal of Retailing,80(3),221-228.
  17. Bone, P. F.(1995).Word-of-mouth effects on short-term and long-term product judgments.Journal of Business Research,32(3),213-223.
  18. Bouhlel, O.,Mzoughi, N.,Ghachem, M. S.,Negra, A.(2010).Online purchase intention: Understanding the blogosphere effect.International Journal of e-Business Management,4(2),37-51.
  19. Bughin, J.,Doogan, J.,Vetvik, O. J.(2010).A new way to measure word-of-mouth marketing.McKinsey Quarterly,2,113-116.
  20. Burton, S.,Lichtenstein, D. R.,Netemeyer, R. G.,Garretson, J. A.(1998).A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates.Journal of the Academy of Marketing Science,26(4),293-306.
  21. Chang, E. C.,Tseng, Y. F.(2013).Research note: E-store image, perceived value and perceived risk.Journal of Business Research,66(7),864-870.
  22. Chao, P.,Wührer, G.,Werani, T.(2005).Celebrity and foreign brand name as moderators of country-of-origin effects.International Journal of Advertising,24(2),173-192.
  23. Chao, Y. K.(2015).Creating customer repurchase intention in Internet retailing: The effects of multiple service events and product type.Journal of Retailing and Consumer Services,22,213-222.
  24. Chen, Z.,Dubinsky, A. J.(2003).A conceptual model of perceived customer value in e­commerce: A preliminary investigation.Psychology & Marketing,20(4),323-347.
  25. Cleeren, K.,Dekimpe, M. G.,Helsen, K.(2008).Weathering product-harm crises.Journal of the Academy of Marketing Science,36(2),262-270.
  26. De Bruyn, A.,Lilien, G. L.(2008).A multi-stage model of word-of-mouth influence through viral marketing.International Journal of Research in Marketing,25(3),151-163.
  27. Dhar, S. K.,Hoch, S. J.(1997).Why store brand penetration varies by retailer.Marketing Science,16(3),208-227.
  28. Diallo, M. F.(2012).Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market.Journal of Retailing and Consumer Services,19(3),360-367.
  29. Dichter, E.(1985).What's in an image.Journal of Consumer Marketing,2(1),75-81.
  30. Dodds, W. B.,Monroe, K. B.,Grewal, D.(1991).Effects of price, brand, and store information on buyers' product evaluations.Journal of Marketing Research,28(3),307-319.
  31. Dolbec, P. Y.,Chebat, J. C.(2013).The impact of a flagship vs. a brand store on brand attitude, brand attachment and brand equity.Journal of Retailing,89(4),460-466.
  32. Dowling, G. R.,Staelin, R.(1994).A model of perceived risk and intended risk-handling activity.Journal of Consumer Research,21(1),119-134.
  33. Drolet, A.,Aaker, J.(2002).Off-target? Changing cognitive-based attitudes.Journal of Consumer Psychology,12(1),59-68.
  34. Eastlick, M. A.,Lotz, S.(1999).Profiling potential adopters and non-adopters of an interactive electronic shopping medium.International Journal of Retail & Distribution Management,27(6),209-223.
  35. Essoussi, L. H.,Merunka, D.(2007).Consumers' product evaluations in emerging markets: Does country of design, country of manufacture, or brand image matter?.International Marketing Review,24(4),409-426.
  36. Fornell, C.,Larcker, D. F.(1981).Structural equation models with unobservable variables and measurement error: Algebra and statistics.Journal of Marketing Research,18(3),382-388.
  37. Forsythe, S. M.,Shi, B.(2003).Consumer patronage and risk perceptions in Internet shopping.Journal of Business Research,56(11),867-875.
  38. Garretson, J. A.,Fisher, D.,Burton, S.(2002).Antecedents of private label attitude and national brand promotion attitude: Similarities and differences.Journal of Retailing,78(2),91-99.
  39. González Mieres, C.,María Díaz Martín, A.,Trespalacios Gutiérrez, J. A.(2006).Antecedents of the difference in perceived risk between store brands and national brands.European Journal of Marketing,40(1/2),61-82.
  40. González-Benito, Ó.,Martos-Partal, M.(2012).Role of retailer positioning and product category on the relationship between store brand consumption and store loyalty.Journal of Retailing,88(2),236-249.
  41. Grewal, D.,Levy, M.,Kumar, V.(2009).Customer experience management in retailing: An organizing framework.Journal of Retailing,85(1),1-14.
  42. Gruen, T. W.,Osmonbekov, T.,Czaplewski, A. J.(2006).EWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty.Journal of Business Research,59(4),449-456.
  43. Handy, S. L.,Clifton, K. J.(2001).Local shopping as a strategy for reducing automobile travel.Transportation,28(4),317-346.
  44. Hartman, K. B.,Spiro, R. L.(2005).Recapturing store image in customer-based store equity: A construct conceptualization.Journal of Business Research,58(8),1112-1120.
  45. Herstein, R.,Gamliel, E.(2006).The role of private branding in improving service quality.Managing Service Quality: An International Journal,16(3),306-319.
  46. Higie, R. A.,Feick, L. F.,Price, L. L.(1987).Types and amount of word-of-mouth communications about retailers.Journal of Retailing,63(3),260-278.
  47. Hoch, S. J.,Banerji, S.(1993).When do private labels succeed?.Sloan Management Review,34(4),57-67.
  48. Homburg, C.,Giering, A.(2001).Personal characteristics as moderators of the relationship between customer satisfaction and loyalty-An empirical analysis.Psychology & Marketing,18(1),43-66.
  49. Hong, S. T.,Wyer, R. S.(1989).Effects of country-of-origin and product-attribute information on product evaluation: An information processing perspective.Journal of Consumer Research,16(2),175-187.
  50. Hyman, M. R.,Kopf, D. A.,Lee, D.(2010).Review of literature–Future research suggestions: Private label brands: Benefits, success factors and future research.Journal of Brand Management,17(5),368-389.
  51. Jin, S.,Suh, Y. G.(2005).Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context.Journal of Consumer Marketing,22(2),62-71.
  52. Juric, B.,Worsley, A.(1998).Consumers' attitude towards imported food products.Food Quality and Preference,9(6),431-441.
  53. Kamins, M. A.,Marks, L. J.,Skinner, D.(1991).Television commercial evaluation in the context of program induced mood: Congruency versus consistency effects.Journal of Advertising,20(2),1-14.
  54. Karray, S.,Zaccour, G.(2006).Could co-op advertising be a manufacturer's counterstrategy to store brands?.Journal of Business Research,59(9),1008-1015.
  55. Kim, E.,Ham, S.,Yang, I. S.,Choi, J. G.(2013).The roles of attitude, subjective norm, and perceived behavioral control in the formation of consumers’ behavioral intentions to read menu labels in the restaurant industry.International Journal of Hospitality Management,35,203-213.
  56. Kumar, N.,Steenkamp, J. B. E. M.(2007).Private label strategy: How to meet the store brand challenge.Cambridge, MA:Harvard Business School Press.
  57. Kwon, W. S.,Lennon, S. J.(2009).What induces online loyalty? Online versus offline brand images.Journal of Business Research,62(5),557-564.
  58. Lamey, L.,Deleersnyder, B.,Dekimpe, M. G.,Steenkamp, J. B. E.(2007).How business cycles contribute to private-label success: Evidence from the United States and Europe.Journal of Marketing,71(1),1-15.
  59. Liljander, V.,Polsa, P.,Van Riel, A.(2009).Modeling consumer responses to an apparel store brand: Store image as a risk reducer.Journal of Retailing and Consumer Services,16(4),281-290.
  60. Lim, J. S.,Darley, W. K.(1997).An assessment of demand artefacts in country-of-origin studies using three alternative approaches.International Marketing Review,14(4),201-217.
  61. Limayem, M.,Khalifa, M.,Frini, A.(2000).What makes consumers buy from Internet? A longitudinal study of online shopping.IEEE Transactions on Systems, Man, and Cybernetics- Part A: Systems and Humans,30(4),421-432.
  62. Luchs, M. G.,Naylor, R. W.,Irwin, J. R.,Raghunathan, R.(2010).The sustainability liability: Potential negative effects of ethicality on product preference.Journal of Marketing,74(5),18-31.
  63. Manning, K. C.,Bearden, W. O.,Madden, T. J.(1995).Consumer innovativeness and the adoption process.Journal of Consumer Psychology,4(4),329-345.
  64. Martin, W. C.,Lueg, J. E.(2013).Modeling word-of-mouth usage.Journal of Business Research,66(7),801-808.
  65. Maxham, J. G.(2001).Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions.Journal of Business Research,54(1),11-24.
  66. Midgley, D. F.,Dowling, G. R.(1978).Innovativeness: The concept and its measurement.Journal of Consumer Research,4(4),229-242.
  67. Murphy, L.,Mascardo, G.,Benckendorff, P.(2007).Exploring word­of­mouth influences on travel decisions: Friends and relatives vs. other travellers.International Journal of Consumer Studies,31(5),517-527.
  68. Murphy, P. E.,Enis, B. M.(1986).Classifying products strategically.Journal of Marketing,50(3),24-42.
  69. Nawaz, A.,Vveinhardt, J.,Ahmed, R. R.(2014).Impact of word of mouth on consumer buying decision.European Journal of Business and Management,6(31),394-403.
  70. Nepomuceno, M. V.,Laroche, M.,Richard, M. O.(2014).How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns.Journal of Retailing and Consumer Services,21(4),619-629.
  71. Ozretic-Dosen, D.,Skare, V.,Krupka, Z.(2007).Assessments of country of origin and brand cues in evaluating a Croatian, western and eastern European food product.Journal of Business Research,60(2),130-136.
  72. Paswan, A. K.,Sharma, D.(2004).Brand-country of origin (COO) knowledge and COO image: investigation in an emerging franchise market.Journal of Product & Brand Management,13(3),144-155.
  73. Putsis, W. P.,Dhar, R.(2001).An empirical analysis of the determinants of category expenditure.Journal of Business Research,52(3),277-291.
  74. Rezvani, S.,Shenyari, G.,Dehkordi, G. J.,Salehi, M.,Nahid, N.,Soleimani, S.(2012).Country of Origin: A Study over Perspective of Intrinsic and Extrinsic Cues on Consumers Purchase Decision.Business Management Dynamics,1(11),68-75.
  75. Richardson, P. S.,Dick, A. S.,Jain, A. K.(1994).Extrinsic and intrinsic cue effects on perceptions of store brand quality.Journal of Marketing,58(4),28-36.
  76. Richardson, P. S.,Jain, A. K.,Dick, A.(1996).Household store brand proneness: A framework.Journal of Retailing,72(2),159-185.
  77. Roselius, T.(1971).Consumer rankings of risk reduction methods.Journal of Marketing,35(1),56-61.
  78. Roth, M. S.,Romeo, J. B.(1992).Matching Product Category and Country Image Perceptions: A Framework for Managing Country-Of-Origin Effects.Journal of International Business Studies,23(3),477-497.
  79. Semeijn, J.,Van Riel, A. C.,Ambrosini, A. B.(2004).Consumer evaluations of store brands: effects of store image and product attributes.Journal of Retailing and Consumer Services,11(4),247-258.
  80. Sethuraman, R.(2003).Measuring national brands’ equity over store brands.Review of Marketing Science,1(1),1-28.
  81. Shim, S.,Eastlick, M. A.,Lotz, S. L.,Warrington, P.(2001).An online purchase intentions model: The role of intention to search.Journal of Retailing,77(3),397-416.
  82. Sprott, D. E.,Shimp, T. A.(2004).Using product sampling to augment the perceived quality of store brands.Journal of Retailing,80(4),305-315.
  83. Steenkamp, J. B. E.,Hofstede, F. T.,Wedel, M.(1999).A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness.Journal of Marketing,63(2),55-69.
  84. Stone, R. N.,Grønhaug, K.(1993).Perceived risk: Further considerations for the marketing discipline.European Journal of Marketing,27(3),39-50.
  85. Sweeney, J. C.,Soutar, G.,Mazzarol, T.(2008).Factors influencing word of mouth effectiveness: Receiver perspectives.European Journal of Marketing,42(3/4),344-364.
  86. Thatcher, J. B.,Perrewé, P. L.(2002).An empirical examination of individual traits as antecedents to computer anxiety and computer self-efficacy.MIS Quarterly,26(4),381-396.
  87. Thirumalai, S.,Sinha, K. K.(2005).Customer satisfaction with order fulfillment in retail supply chains: implications of product type in electronic B2C transactions.Journal of Operations Management,23(3),291-303.
  88. Uslu, A.,Durmuş, B.,Taşdemir, S.(2013).Word of Mouth, Brand Loyalty, Acculturation and the Turkish Ethnic Minority Group in Germany.Procedia-Social and Behavioral Sciences,99,455-464.
  89. Walsh, G.,Mitchell, V. W.(2010).Consumers' intention to buy private label brands revisited.Journal of General Management,35(3),3-24.
  90. Wangenheim, F. V.(2005).Postswitching negative word of mouth.Journal of Service Research,8(1),67-78.
  91. Wangenheim, F. V.,Bayón, T.(2007).The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition.Journal of the Academy of Marketing Science,35(2),233-249.
  92. Zhukov, D. V.,Bhuiyan, M. A.,Ullah, A.(2015).Utilization of the country of origin effect in product-harm crisis management: An overview of literature and a conceptual model proposition.International Journal of Management Science and Business Administration,1(2),54-70.
  93. Zimmer, M. R.,Golden, L. L.(1988).Impressions of retail stores: A content analysis of consumer images.Journal of Retailing,64(3),265-293.
  94. 吳長生,袁家徹(2016)。品牌形象、知覺價格、知覺品質與知覺價值對私有品牌購買意願之影響─以 7-SELECT The Beer 啤酒為例。創新與管理，12(1)，77-110。
print cancel