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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/77358

    Title: 知覺風險、知覺品質對購買意願之關係研究 : 以好市多自有品牌為實證
    Other Titles: The effects of perceived risks and perceived quality on purchase intention : the case of COSTCO and KIRKLAND
    Authors: 潘聖元;Pan, Shen-Yuan
    Contributors: 淡江大學國際企業學系碩士在職專班
    Keywords: 商店形象;知覺風險;知覺品質;購買意願;自有品牌;Store Image;perceived risks;Perceived Quality;Purchase Intention
    Date: 2012
    Issue Date: 2012-06-21 06:36:20 (UTC+8)
    Abstract: 近年來,於臺灣各大零售通路越來越容易發現商店推出自有品牌商品,對零售通路商而言,自有品牌利潤較高,而消費者對自有品牌也越來越熟悉,自有品牌已逐漸影響社會大眾的消費型態。本研究欲探討消費者購買量販店自有品牌商品時,商店品牌形象及消費者知覺風險、知覺品質是否會影響其購買意願,利用發放問卷的方式,進行實證探討,期望研究結論對量販通路業者之經營與其產業之發展有所貢獻。



    Lately, it is more and more easier to find private products in the retail environment in Taiwan.Private brands can bring profits, nowadays, consumers are more familiar with private brands;therefore have made significant inroads into retail industry and influenced consumers’ purchase behaviors. The purpose of this study is to investigate the consumer’s purchase intention toeard retail store brands , the factors that influence it. in the hope to offer contribution to the development of the wholesale business.

    This study adopted a survey research design, were collected COSTCO member in COSTCO store of sigi’s retail stores.
    1、Perceived brand image of retail store would influence consumer’s purchase
    2、Better store image can not only reduce consumer but also promote quality
    of store brand products.
    3、Furthermore consumers who have higher perceived quality would have
    higher purchase intentions toward retail store brands.

    According to the result of the study, it is suggested that the wholesale stores, if want to improve the customer wishes to purchase, can provide better shopping environment and establish a good image of the store, and to provide comprehensive after-sales service, to enhance customer purchase intentions.

    Another study also found that consumers have begun to accept its own brand products, Therefore, strictly control the quality of own-brand products will greatly enhance its own brand of sales.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

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