1. NCCU Academic Hub
  2. Publications
  3. College of Commerce
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 網路評論對消費者購買自有品牌意願之研究
The effect of internet comment on private-label brand purchase intention
作者 蔡文瑜
Tsai, Wen-Yu
貢獻者 簡睿哲
蔡文瑜
Tsai, Wen-Yu
關鍵詞 自有品牌
社會知覺風險
資訊採用
購買意願
日期 2019
上傳時間 7-Aug-2019 15:50:36 (UTC+8)
摘要 通路商自有品牌近年來憑藉高品質及低價格快速成長。自有品牌在缺乏行銷預算的情況下，有賴於網路科技的發展改變了消費者的制定購物決策的方式，消費者開始參考網路評論以輔助購買決策的制定，也因此更容易接觸到自有品牌的資訊。除此之外，網路科技的發展也使消費者更容易分享自己或追蹤他人的生活，促使消費者對自己採用的品牌更加要求。\n本研究透過SPSS 21統計軟體進行敘述性統計、信度、效度、迴歸分析，以了解消費者購買自有品牌商品時的考量因素對購買意願的影響為何。另外，考慮到不同年齡層的消費者使用網路科技的方式、熟練程度不盡相同，本研究以網際網路剛發展的Y世代作為年齡分界將消費者分為兩族群，探討此兩群消費者在考量購買自有品牌商品時的考量因素受到網路評論的影響程度是否有所不同，並得到以下結果：\n1.自有品牌品質層級對消費者購買意願有正向影響。\n2.社會知覺風險對購買意願有正向影響。\n3.網路評論採用對購買意願有正向影響。\n4.對於40歲以下的消費者，網路評論採用作用於購買意願有正向影響。
參考文獻 一、中文文獻\n1. 財團法人台灣網路資訊中心 (2018), 2018台灣網路報告, 創市際市場研究顧問股份有限公司\n2. 野口智雄著, 劉玫芬譯 (1996), 價格破壞時代的自營品牌策略, 經濟部國際貿易局\n3. 凱度消費者指數 (2019), 台灣民生消費品市場趨勢,\nhttps://www.kantarworldpanel.com/tw/publications#\n4. 凱度消費者指數 (2018), 2018品牌足跡報告,\nhttps://www.kantarworldpanel.com/tw/news/2018-BFP-TW\n5. 劉潤 (2019), 新零售狂潮, 寶鼎出版社\n\n二、英文文獻\n1.Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: store brands versus national brand promotions. Journal of marketing, 65(1), 71-89.\n2.Bhattacherjee, A., & Sanford, C. (2006). Influence processes for information technology acceptance: An elaboration likelihood model. MIS quarterly, 805-825.\n3.Cacioppo, J. T., Petty, R. E., Feinstein, J. A., & Jarvis, W. B. G. (1996). Dispositional differences in cognitive motivation: The life and times of individuals varying in need for cognition. Psychological bulletin, 119(2), 197.\n4.Castro, C. B., Armario, E. M., & Ruiz, D. M. (2007). The influence of market heterogeneity on the relationship between a destination`s image and tourists’ future behaviour. Tourism management, 28(1), 175-187.\n5.Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of personality and social psychology, 39(5), 752.\n6.Chang, T. Z., & Wildt, A. R. (1996). Impact of product information on the use of price as a quality cue. Psychology & Marketing, 13(1), 55-75.\n7.Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International journal of electronic commerce, 13(4), 9-38.\n8.Cox, D. F., & Rich, S. U. (1964). Perceived risk and consumer decision-making—the case of telephone shopping. Journal of Marketing Research, 1(4), 32-39.\n9.Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of advertising, 30(3), 65-77.\n10.Crane, F. (1991). The effect of price on the consumers` perception of physicians. Health marketing quarterly, 8(3-4), 209-215.\n11.Cunningham, M. S. (1967). The major dimensions of perceived risk. Risk taking and information handling in consumer behavior.\n12.Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.\n13.Doll, W. J., & Torkzadeh, G. (1988). The measurement of end-user computing satisfaction. MIS quarterly, 259-274.\n14.Faison, E. W. (1977). The neglected variety drive: A useful concept for consumer behavior. Journal of Consumer Research, 172-175.\n15.Ghosh, P., Dasgupta, D., & Ghosh, D. (1990). Retail management.\n16.Gielens, K. (2012). New products: The antidote to private label growth? Journal of Marketing Research, 49(3), 408-423.\n17.Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7(3), 283-295.\n18.Hoch, S. J. (1996). How should national brands think about private labels? MIT Sloan Management Review, 37(2), 89.\n19.Hoch, S. J., & Banerji, S. (1993). When do private labels succeed? MIT Sloan Management Review, 34(4), 57.\n20.Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. ACR Special Volumes.\n21.Jacoby, J., & Olson, J. C. (1977). Moving ahead with attitude research. Consumer response to price: An attitudinal, information processing perspective, 73e86.\n22.Keller, K., Dekimpe, M., & Geyskens, I. (2015). Let your banner wave: Antecedents and performance implications of retailers. Paper presented at the Marketing Meets Wall Street Conference, Date: 2015/01/01-2015/01/01, Location: Singapore.\n23.Koschate-Fischer, N., Cramer, J., & Hoyer, W. D. (2014). Moderating effects of the relationship between private label share and store loyalty. Journal of marketing, 78(2), 69-82.\n24.Kumar, N., & Steenkamp, J.-B. E. (2007). Brand versus brand. International Commerce Review, 7(1), 46-53.\n25.Lichtenstein, D. R., Bloch, P. H., & Black, W. C. (1988). Correlates of price acceptability. Journal of Consumer Research, 15(2), 243-252.\n26.Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: a field study. Journal of Marketing Research, 30(2), 234-245.\n27.Martos-Partal, M., González-Benito, O., & Fustinoni-Venturini, M. (2015). Motivational profiling of store brand shoppers: Differences across quality tiers. Marketing Letters, 26(2), 187-200.\n28.Noormann, P., & Tillmanns, S. (2017). Drivers of private-label purchase behavior across quality tiers and product categories. Journal of Business Economics, 87(3), 359-395.\n29.Nunnally, J. C., & Bernstein, I. (1994). Validity. Psychometric theory, 3, 99-132.\n30.Peter, J. P., & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of Marketing Research, 13(2), 184-188.\n31.Peter, J. P., & Tarpey Sr, L. X. (1975). A comparative analysis of three consumer decision strategies. Journal of Consumer Research, 2(1), 29-37.\n32.Podium (2017), Online Reviews Stats & Insights, https://www.podium.com/resources/podium-state-of-online-reviews/\n33.Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information systems research, 14(1), 47-65.\n34.Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.\n35.Vázquez‐Carrasco, R., & Foxall, G. R. (2006). Positive vs. negative switching barriers: the influence of service consumers` need for variety. Journal of Consumer Behaviour, 5(4), 367-379.\n36.Voss, G. B., Parasuraman, A., & Grewal, D. (1998). The roles of price, performance, and expectations in determining satisfaction in service exchanges. Journal of marketing, 62(4), 46-61.\n37.Watts, S. A., & Zhang, W. (2008). Capitalizing on content: Information adoption in two online communities. Journal of the Association for Information Systems, 9(2), 3.
描述 碩士
國立政治大學
國際經營與貿易學系
106351039
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106351039
資料類型 thesis
dc.contributor.advisor 簡睿哲zh_TW
dc.contributor.author (Authors) 蔡文瑜zh_TW
dc.contributor.author (Authors) Tsai, Wen-Yuen_US
dc.creator (作者) 蔡文瑜zh_TW
dc.creator (作者) Tsai, Wen-Yuen_US
dc.date (日期) 2019en_US
dc.date.accessioned 7-Aug-2019 15:50:36 (UTC+8)-
dc.date.available 7-Aug-2019 15:50:36 (UTC+8)-
dc.date.issued (上傳時間) 7-Aug-2019 15:50:36 (UTC+8)-
dc.identifier (Other Identifiers) G0106351039en_US
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=143102-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 106351039zh_TW
dc.description.abstract (摘要) 通路商自有品牌近年來憑藉高品質及低價格快速成長。自有品牌在缺乏行銷預算的情況下，有賴於網路科技的發展改變了消費者的制定購物決策的方式，消費者開始參考網路評論以輔助購買決策的制定，也因此更容易接觸到自有品牌的資訊。除此之外，網路科技的發展也使消費者更容易分享自己或追蹤他人的生活，促使消費者對自己採用的品牌更加要求。\n本研究透過SPSS 21統計軟體進行敘述性統計、信度、效度、迴歸分析，以了解消費者購買自有品牌商品時的考量因素對購買意願的影響為何。另外，考慮到不同年齡層的消費者使用網路科技的方式、熟練程度不盡相同，本研究以網際網路剛發展的Y世代作為年齡分界將消費者分為兩族群，探討此兩群消費者在考量購買自有品牌商品時的考量因素受到網路評論的影響程度是否有所不同，並得到以下結果：\n1.自有品牌品質層級對消費者購買意願有正向影響。\n2.社會知覺風險對購買意願有正向影響。\n3.網路評論採用對購買意願有正向影響。\n4.對於40歲以下的消費者，網路評論採用作用於購買意願有正向影響。zh_TW
dc.description.tableofcontents 目次 i\n表次 iii\n圖次 iv\n第一章 緒論 1\n第一節 研究背景 1\n第二節 研究目的 3\n第三節 研究範圍與對象 4\n第四節 研究流程 5\n第二章 文獻探討 6\n第一節 自有品牌 6\n第二節 尋求多樣化 10\n第三節 價格知覺 12\n第四節 知覺風險 14\n第五節 資訊採用模式 16\n第三章 研究架構與假設 21\n第一節 研究架構 21\n第二節 研究假設 25\n第四章 研究方法 28\n第一節 樣本與資料來源 28\n第二節 變數之操作性定義與衡量 29\n第三節 分析方法 34\n第五章 資料分析與結果 36\n第一節 基本資料分析 36\n第二節 信度與效度分析 38\n第三節 敘述性統計分析 41\n第四節 迴歸分析 43\n第六章 結論與建議 47\n第一節 研究結果 47\n第二節 研究限制與未來研究建議 51\n參考文獻 53\n附錄：問卷 56zh_TW
dc.format.extent 1474452 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106351039en_US
dc.subject (關鍵詞) 自有品牌zh_TW
dc.subject (關鍵詞) 社會知覺風險zh_TW
dc.subject (關鍵詞) 資訊採用zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.title (題名) 網路評論對消費者購買自有品牌意願之研究zh_TW
dc.title (題名) The effect of internet comment on private-label brand purchase intentionen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文文獻\n1. 財團法人台灣網路資訊中心 (2018), 2018台灣網路報告, 創市際市場研究顧問股份有限公司\n2. 野口智雄著, 劉玫芬譯 (1996), 價格破壞時代的自營品牌策略, 經濟部國際貿易局\n3. 凱度消費者指數 (2019), 台灣民生消費品市場趨勢,\nhttps://www.kantarworldpanel.com/tw/publications#\n4. 凱度消費者指數 (2018), 2018品牌足跡報告,\nhttps://www.kantarworldpanel.com/tw/news/2018-BFP-TW\n5. 劉潤 (2019), 新零售狂潮, 寶鼎出版社\n\n二、英文文獻\n1.Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: store brands versus national brand promotions. Journal of marketing, 65(1), 71-89.\n2.Bhattacherjee, A., & Sanford, C. (2006). Influence processes for information technology acceptance: An elaboration likelihood model. MIS quarterly, 805-825.\n3.Cacioppo, J. T., Petty, R. E., Feinstein, J. A., & Jarvis, W. B. G. (1996). Dispositional differences in cognitive motivation: The life and times of individuals varying in need for cognition. Psychological bulletin, 119(2), 197.\n4.Castro, C. B., Armario, E. M., & Ruiz, D. M. (2007). The influence of market heterogeneity on the relationship between a destination`s image and tourists’ future behaviour. Tourism management, 28(1), 175-187.\n5.Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of personality and social psychology, 39(5), 752.\n6.Chang, T. Z., & Wildt, A. R. (1996). Impact of product information on the use of price as a quality cue. Psychology & Marketing, 13(1), 55-75.\n7.Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International journal of electronic commerce, 13(4), 9-38.\n8.Cox, D. F., & Rich, S. U. (1964). Perceived risk and consumer decision-making—the case of telephone shopping. Journal of Marketing Research, 1(4), 32-39.\n9.Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of advertising, 30(3), 65-77.\n10.Crane, F. (1991). The effect of price on the consumers` perception of physicians. Health marketing quarterly, 8(3-4), 209-215.\n11.Cunningham, M. S. (1967). The major dimensions of perceived risk. Risk taking and information handling in consumer behavior.\n12.Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.\n13.Doll, W. J., & Torkzadeh, G. (1988). The measurement of end-user computing satisfaction. MIS quarterly, 259-274.\n14.Faison, E. W. (1977). The neglected variety drive: A useful concept for consumer behavior. Journal of Consumer Research, 172-175.\n15.Ghosh, P., Dasgupta, D., & Ghosh, D. (1990). Retail management.\n16.Gielens, K. (2012). New products: The antidote to private label growth? Journal of Marketing Research, 49(3), 408-423.\n17.Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7(3), 283-295.\n18.Hoch, S. J. (1996). How should national brands think about private labels? MIT Sloan Management Review, 37(2), 89.\n19.Hoch, S. J., & Banerji, S. (1993). When do private labels succeed? MIT Sloan Management Review, 34(4), 57.\n20.Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. ACR Special Volumes.\n21.Jacoby, J., & Olson, J. C. (1977). Moving ahead with attitude research. Consumer response to price: An attitudinal, information processing perspective, 73e86.\n22.Keller, K., Dekimpe, M., & Geyskens, I. (2015). Let your banner wave: Antecedents and performance implications of retailers. Paper presented at the Marketing Meets Wall Street Conference, Date: 2015/01/01-2015/01/01, Location: Singapore.\n23.Koschate-Fischer, N., Cramer, J., & Hoyer, W. D. (2014). Moderating effects of the relationship between private label share and store loyalty. Journal of marketing, 78(2), 69-82.\n24.Kumar, N., & Steenkamp, J.-B. E. (2007). Brand versus brand. International Commerce Review, 7(1), 46-53.\n25.Lichtenstein, D. R., Bloch, P. H., & Black, W. C. (1988). Correlates of price acceptability. Journal of Consumer Research, 15(2), 243-252.\n26.Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: a field study. Journal of Marketing Research, 30(2), 234-245.\n27.Martos-Partal, M., González-Benito, O., & Fustinoni-Venturini, M. (2015). Motivational profiling of store brand shoppers: Differences across quality tiers. Marketing Letters, 26(2), 187-200.\n28.Noormann, P., & Tillmanns, S. (2017). Drivers of private-label purchase behavior across quality tiers and product categories. Journal of Business Economics, 87(3), 359-395.\n29.Nunnally, J. C., & Bernstein, I. (1994). Validity. Psychometric theory, 3, 99-132.\n30.Peter, J. P., & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of Marketing Research, 13(2), 184-188.\n31.Peter, J. P., & Tarpey Sr, L. X. (1975). A comparative analysis of three consumer decision strategies. Journal of Consumer Research, 2(1), 29-37.\n32.Podium (2017), Online Reviews Stats & Insights, https://www.podium.com/resources/podium-state-of-online-reviews/\n33.Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information systems research, 14(1), 47-65.\n34.Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.\n35.Vázquez‐Carrasco, R., & Foxall, G. R. (2006). Positive vs. negative switching barriers: the influence of service consumers` need for variety. Journal of Consumer Behaviour, 5(4), 367-379.\n36.Voss, G. B., Parasuraman, A., & Grewal, D. (1998). The roles of price, performance, and expectations in determining satisfaction in service exchanges. Journal of marketing, 62(4), 46-61.\n37.Watts, S. A., & Zhang, W. (2008). Capitalizing on content: Information adoption in two online communities. Journal of the Association for Information Systems, 9(2), 3.zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU201900367en_US