黃恆奬Huang, Heng-Chiang臺灣大學:國際企業學研究所王盈捷Wang, Ying-ChiehYing-ChiehWang2010-05-112018-06-292010-05-112018-06-292008U0001-2406200813015100http://ntur.lib.ntu.edu.tw//handle/246246/182632零售商私有品牌的發展在歐洲、美國等地流行已久，與全國性品牌之間的戰爭更打得如火如荼。雖然台灣的起步較慢，但近年來因為私有品牌具有通路上的優勢，加上廣告費用與物流費用較低，在市場銷售表現上不斷成長。由於私有品牌在台灣的發展已是時勢所趨，本研究欲窺探影響消費者對私有品牌態度的因素，包含品牌形象(功能性、象徵性、經驗性)、消費者特質(知覺價格、知覺品質、價格-品質關聯性、價格性促銷、非價格性促銷、內部參考價格) 對於私有品牌態度的影響。除此之外，本研究引用品牌關係品質的概念作為品牌形象和私有品牌態度的中介變數，欲探討品牌關係品質是否能對私有品牌產生影響。品牌關係品質分為六個構面，分別是愛與熱情、自我連結、互相依賴、承諾、親密、和夥伴關係。研究使用線性結構模式作為資料分析的方法，研究對象以統一超商私有品牌為主，總共回收706份有效問卷。研究結果可分為三部份：第一，品牌形象、品牌關係品質、私有品牌態度三者之間具有顯著的正向關係。結果顯示品牌形象透過品牌關係品質對私有品牌的間接效果比直接效果強，代表品牌關係品質扮演著重要的中介角色，可影響消費者對於品牌形象和私有品牌態度的連結。第二，注重知覺品質的消費者與私有品牌態度呈現顯著的正相關。第三，喜愛價格相關促銷和非價格相關促銷的消費者與私有品牌態度亦呈現顯著的正相關。研究結果顯示品牌形象、產品品質、促銷活動是吸引消費者購買私有品牌產品的重要因素。零售商可藉由努力提昇品牌形象、加強產品品質、以及使用不同的促銷活動來吸引消費者，增加私有品牌商品的銷售量。Private label is a growing market for retailers around the world. European countries are the region with the highest share of private labels, followed by United State. Although the time Taiwan started private labels was behind western countries, private labels become one of the most important base that retailers compete nowadays. In the future, the growth of private labels in Taiwan will continue undoubtedly. As a result, this research is intended to explore the antecedents of consumers’ attitude toward private label products, and test the relationships between them. This study proposed the framework with three dimensions including brand image (functional, symbolic, experiential benefits), price perception (price consciousness, value consciousness, price-quality association), and deal proneness (price-related deals, non-price related deals, internal reference price) which have influence on private label attitude. In addition, we use Brand Relationship Quality (BRQ) as a mediator between brand image and private label attitude. The research object is 7-ELEVEN, and structural equation modeling is used to test the model based on the data of 706 consumers who purchase 7-ELEVEN private label products before. esearch conclusions are as follows. First, there is a strong and significant positive relationship among brand image, brand relationship quality, and private label attitude. Second, for price perception, there is only significant relationship in value consciousness. The result indicated that consumers pay more attention on product value when they purchase private label products. Third, both price-related and non-price related deals have significant positive relationships toward private label attitude.Table of Contents nglish Abstract……………………………………………Ihinese Abstract……………………………………………IIable of Contents…………………………………………IIIist of Figures……………………………………………VIist of Tables……………………………………………VIIhapter 1 Introduction……………………………………1-1 Research Background and Motive…………………1-2 Research Objectives………………………………3-3 Research Process……………………………………4-4 Thesis Organization………………………………6hapter 2 Literature Review……………………………7-1 Brand…………………………………………………7-2 Private Label/ Store Brand……………………10-3 Brand Image………………………………………13-4 Brand Relationship………………………………17-5 Brand Relationship Quality……………………19-6 Price perception…………………………………23 2-6-1 Price Consciousness………………………23 2-6-2 Value Consciousness………………………24 2-6-3 Price-Quality Association………………24-7 Deal Proneness.…………………………………25 2-7-1 Price-Related Deals and Non-Price Related Deals…………………………………………………………25 2-7-2 Internal Reference Price…………………26-8 Brand Attitude……………………………………27hapter 3 Research Framework…………………………29-1 Conceptual Framework………………………………29-2 Research Hypotheses…………………………………………………30-3 Scale Development…………………………………………………33-4 Research Object……………………………………38-5 Data Collection……………………………………40-6 Methodology…………………………………………41hapter 4 Data Analysis and Results…………………46-1 Demographics…………………………………………46-2 Validity and Reliability Analyses……………53-3 The Structural Model and The Measurement Model…59-4 Goodness of Fit Indices…………………………62-5 Parameter Estimation Result……………………63-6 Hypotheses Testing………………………………64hapter 5 Conclusions and Suggestions………………68-1 Major Findings………………………………………68-2 Suggestions and Marketing Implications………71-3 Limitations and Suggestions for Future Research…76eference………………………………………………………78ppendix………………………………………………………84application/pdf543642 bytesapplication/pdfen-US私有品牌品牌關係品質品牌形象知覺價格知覺品質產品促銷私有品牌態度線性結構模式private labelbrand relationship qualitybrand imageprice perceptiondeal pronenessprivate label attitudestructural equation modelingthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/182632/1/ntu-97-R95724004-1.pdf