The Study of Own Brand Product Information, Sense Quality and Purchase Will of Shopping Mall- Case Study of French ...
施德祥、封德台
E-mail: 9607759@mail.dyu.edu.tw
ABSTRACT
The purpose of this research is to discuss the influence of private brand product information, sense quality on purchase will of Carrefour Inc. comparing with national brand. First, the research introduces the processive procedure of private brand and national brand. Secondary, collects relative references about sense quality and purchase will. Finally, build research framework and research hypothesis. The research regards the consumer who had shopping experience in Carrefour Inc. as research object, and inquires consumer about the attitude intension of private brand and national brand. The total of 550 samples were collected back, 518 were completely finished as valid good. Scale reliabilities of the research included product information (promotion activity, brand image and selling price), sense quality and purchase will were good, the Cronbach alpha were above 0.6, reveals high consistency in research scale. According the research, the conclusion of the research were as following below. 1. The analyses show that the influence of the promotion activity, brand image and selling price of product information on sense quality and purchase will were significant in private brand of Carrefour Inc. In national brand, the analyses shows that the influence of the brand image and selling price of product information on sense quality were significant. 2. The analyses show that sense quality of consumers has a significant influence on purchase will in private brand of Carrefour and national brand.
Keywords : private brand ; sense quality ; purchase will
Table of Contents
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．
．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．．． vi 內容目錄 ．．．．．．．．．．．
．．．．．．．．．．． vii 表目錄 ．．．．．．．．．．．．．．．．．．．．．． ix 圖目錄 ．．．．．．．
．．．．．．．．．．．．．．． xi 第一章 緒論．．．．．．．．．．．．．．．．．．．． 1 第一節 研究 背景與動機．．．．．．．．．．．．． 1 第二節 研究問題與目的．．．．．．．．．．．．． 1 第三節 研究範圍與對象．．．．．．．．．．．．． 2 第四節 研究重要性．．．．．．．．．．．．．．． 3 第 五節 研究限制．．．．．．．．．．．．．．．． 3 第六節 研究流程與步驟．．．．．．．．．．．．． 4 第二章 文獻探討．．．．．．．．．．．．．．．．．． 6 第一節 量販店概述．．．．．．．．．．．．．
．． 6 第二節 自有品牌．．．．．．．．．．．．．．．． 7 第三節 產品資訊．．．．．．．．．．．
．．．．． 11 第四節 知覺品質．．．．．．．．．．．．．．．． 16 第五節 購買意願．．．．．．．
．．．．．．．．． 18 第六節 研究構面間之關係．．．．．．．．．．．． 20 第三章 研究方法．．．．．
．．．．．．．．．．．．． 23 第一節 研究架構．．．．．．．．．．．．．．．． 23 第二節 研究推 論與假設．．．．．．．．．．．．． 24 第三節 研究變項之操作性定義．．．．．．．．．． 27 第四節 問卷設計．．．．．．．．．．．．．．．． 29 第五節 研究方法．．．．．．．．．．．．．．．． 33 第四 章 實證分析結果．．．．．．．．．．．．．．．． 37 第一節 問卷基本資料分析．．．．．．．．．．．
． 37 第二節 樣本敘述性統計．．．．．．．．．．．．． 41 第三節 因素分析．．．．．．．．．．．
．．．．． 46 第四節 變異數分析．．．．．．．．．．．．．．． 57 第五節 迴歸分析．．．．．．．
．．．．．．．．． 69 第六節 研究假設驗證．．．．．．．．．．．．．． 78 第五章 結論與建議．．．．
．．．．．．．．．．．．． 79 第一節 結論．．．．．．．．．．．．．．．．．． 79 第二節 研究意 涵．．．．．．．．．．．．．．．． 79 第三節 建議．．．．．．．．．．．．．．．．．． 81 參考文獻
．．．．．．．．．．．．．．．．．．．．． 84 附錄A ．．．．．．．．．．．．．．．．．．．．． 93 附 錄B ．．．．．．．．．．．．．．．．．．．．． 101
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