在全球景氣低迷、物價上漲之際，消費者對價格相當敏感，此時零售通路商推出「物超所值」的自有品牌商品，正符合消費大眾的期待及需求。先前學者研究多著重於便利商店及電子業自有品牌產品領域，且較少有探討量販店自有品牌商品種類與購買意願間的相關研究，故本研究旨在探討消費者的知覺品質、品牌忠誠度、品牌形象對購買意願之影響以及消費者在不同產品種類的知覺品質、品牌忠誠度、品牌形象對購買意願的影響是否有所差異。經過問卷調查、資料蒐集與分析結果得知影響消費者購買意願程度大小依序為品牌形象、品牌忠誠度、知覺品質，顯示消費者在購買零售商自有品牌商品時最重視的是品牌形象，因此零售商必須先提升自有品牌之品牌形象再建立其忠誠度，最後再改變消費者對零售商自有品牌品質的認知。除此之外，本研究發現消費者在不同產品種類的品牌形象、品牌忠誠度、知覺品質對購買意願之影響均有顯著差異，因此業者必須針對不同產品種類推出不同的行銷策略。

When the whole world economy is slow and prices of commodities rise, the consumers are quite sensitive to the price. In this economic situation, the retailer promoting “the above the price in value” of private brand products is tallying with populace's anticipation and demand. Former scholars studied emphatically in the domains of convenience store and electronic industry with private brand products, and had less discussion on the related research of warehouse store. Therefore this research is for the purpose of discussing the influence of consumers' perceived quality, brand loyalty and brand image on purchase intention. Another purpose is to discuss the diversity of the different product categories. After questionnaire survey, based image on the consumers’ views about private brand products, the analytic results show that brand image has the most significant effect than brand loyalty and perceived quality on the consumers’ purchase intention. This demonstrates that the consumer most takes seriously is the brand image when they purchase private brand products. Therefore the retailer must promote brand image first and then establish their loyalty, finally change the quality cognition on the private brand. In addition, this research also clarifies that the consumers’ brand image, brand loyalty and perceived quality to purchase intention are significantly dissimilar between different product categories. Therefore the entrepreneur must use the different marketing strategies to the different product categories.

目 錄
第壹章 緒論...............................................................................1
第一節 研究背景......................................................................................1
第二節 研究動機...................................................................................... 2
第三節 研究目的...................................................................................... 5
第四節 研究流程...................................................................................... 6
第貳章 文獻探討.......................................................................7
第一節 品牌與自有品牌定義.................................................................. 7
第二節 產品種類.................................................................................... 10
第三節 知覺品質.................................................................................... 13
第四節 品牌忠誠度................................................................................ 15
第五節 品牌形象.................................................................................... 19

第參章 研究方法.....................................................................23
第一節 研究架構與假設........................................................................ 23
第二節 研究變數之操作型定義與衡量................................................ 24
第三節 問卷設計.................................................................................... 27
第四節 抽樣設計.................................................................................... 28
第五節 資料分析方法............................................................................ 29
第肆章 資料分析與結果.........................................................33
第一節 因素分析與信、效度分析........................................................ 33
第二節 樣本資料分析............................................................................ 43
第三節 路徑分析.................................................................................... 54
第四節 成對樣本t檢定........................................................................... 60
第五節 單因子變異數分析.................................................................... 61
第伍章 結論與建議.................................................................75
第一節 研究結論.................................................................................... 75
第二節 實務建議.................................................................................... 79
第三節 研究限制及未來研究建議........................................................ 84
參考文獻...................................................................................86
附錄 問卷調查.........................................................................97
表 目 錄
表1-2-1 綜合商品零售業營業額之變動........................................................... 3
表2-4-1 各學者對品牌忠誠度之定義...................................................................... 14
表2-5-1 零售商自有品牌商品相關研究...................................................................22
表3-2-1 知覺品質衡量問項..................................................................................... 25
表3-2-2 品牌忠誠衡量問項..................................................................................... 25
表3-2-3 品牌形象衡量問項...................................................................................... 26
表3-2-4 購買意願衡量問項..................................................................................... 26
表4-1-1 KMO統計量數之判斷準則..................................................................... 34
表4-1-2 便利品KMO值與Bartlett’s 球形檢定分析................................................ 35
表4-1-3 便利品因素分析結果.................................................................................. 36
表4-1-4 選購品KMO值與Bartlett’s球形檢定分析............................................. 37
表4-1-5 選購品因素分析......................................................................................... 38
表4-1-6 Cronbach’sα信度與指標解釋.................................................................... 39
表4-1-7便利品信度分析結果.................................................................................. 40
表4-1-8 購品信度分析.............................................................................................. 42
表4-2-1樣本基本資料分析表.................................................................................. 46
表4-2-2 便利品構面各變數之平均數與標準差統整表......................................... 50
表4-2-3 選購品構面各變數之平均數與標準差統整表.......................................... 53
表4-3-1 調整後判定係數與模式適配度標準表...................................................... 55
表4-3-2 便利品整體複迴歸模式............................................................................. 55
表4-3-3 便利品整體變異數分析.............................................................................. 56
表4-3-4 便利品路徑分析表..................................................................................... 56
表4-3-5 選購品整體複迴歸模式............................................................................. 57
表4-3-6 選購品整體變異數分析.............................................................................. 57
表4-3-7 選購品路徑分析表分析.............................................................................. 58
表4-3-8 模式路徑檢定表......................................................................................... 59
表4-4-1 成對樣本t檢定.......................................................................................... 60
表4-5-1 性別對各構面之差異分析......................................................................... 61
表4-5-2年齡對各構面之差異分析.......................................................................... 62
表4-5-3 職業對各構面之差異分析.......................................................................... 64
表4-5-4 學歷對各構面之差異分析......................................................................... 67
表4-5-5 家庭規模對各構面之差異分析................................................................. 68
表4-5-6 個人平均月收入對各構面之差異分析..................................................... 69
表4-5-7 到該量販店購物頻率對各構面之差異分析............................................. 71
表4-5-8 曾購買過量販店自有品牌商品的次數對各構面之差異分析.................. 74
表5-1-1 假設檢定結果............................................................................................. 76

圖 目 錄
圖1-4-1 研究流程................................................................................................... 6
圖2-2-1 產品的策略性分類................................................................................... 12
圖3-1-1 研究架構圖.............................................................................................. 23
圖4-3-1 路徑分析構面........................................................................................... 54
圖4-3-2 整體路徑圖............................................................................................... 59

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