商店自有品牌之顧客權益管理：商店權益擴散效果及形象契合度之干擾

通路商的競爭逐漸白熱化，因而造成通路商不斷地擴展自有品牌來賺取更多的利潤及鞏固龍頭地位，量販店業者該如何成功發展自有品牌是一個很重要的課題。雖然，近年來量販店不斷地推出自有品牌，但對商店形象與自有品牌二者之間的形象一致性，可能會影響消費者對自有品牌的印象。此外，消費者到量販店採購商品，是否會因品類，而考量不同的商店權益來評估自有品牌形象與購買意願。因此，本研究以商店權益為基礎，探討商店權益、自有品牌形象、購買意願及顧客權益之關係，並探討形象契合度和品類之干擾效果。
本研究採用調查法，以便利抽樣抽取有購買過家樂福(超值商品、家樂福商品、精選)、大潤發(大拇指)、愛買吉安(最划算)之自有品牌的消費者為主，共發放330份實體問卷，而回收有效樣本275為份。所採用的分析方法，包括敘述性統計分析、信度分析、效度分析、結構方程模式和t檢定。
本研究探討商店權益對自有品牌形象，研究結果得知，商店知名度、商店服務品質及商店價格/價值對自有品牌形象有顯著影響，另外，自有品牌形象對購買意願也有顯著影響，而購買意願對顧客權益也有顯著影響，表示顧客權益會因商店權益的擴散效果以至於消費者的購買意願提高，進而提高顧客權益；另一方面，商店權益對購買意願的部分，實證出商店服務品質、商店價格/價值與商店便利性對購買意願有顯著影響；再者，本研究探討出形象契合度會干擾商店服務品質、商店價格/價值及商店便利性對自有品牌形象的影響；然而，品類會干擾商店知名度、商店便利性、商店產品品質對自有品牌形象的影響；最後，品類干擾商店知名度、商店服務品質、商店便利性、商店產品品質對購買意願的影響。

The distributors compete gradually heated, resulting distributors to continue to develop private brand to make more profit and maintain market, superstore how to the success developed private brand is an important problem. Although recently superstore constantly develop private brand, but image consistency between on the store image and private brand image, may consumers for private brand image. In addition, consumer purchase product on superstore, whether by product category to consider different store equity to the assess private image and purchase intention. Therefore, our research is based on store equity(awareness, service quality, price/value, convenience, product quality) not only to investigate store equity, private image, purchase intention and customer equity relationship, but also investigate image fit and product category interference effect.
The study used the form of survey method, sampling consumer priority to purchase Carrefour (overflow of goods、Carrefour of goods、chosen of goods), RT-MART(Thumb), Geant(cost-effective of goods) private brand by convenience sampling. The study provided 330 questionnaires, a total of 275(84%) were returned. Our study analyze method includes descriptive statistics, reliability, Validity, structure equation model and t test.
The study investigate the store equity for private image, research results that “store awareness”, “store service quality” and “store price/value” have significant impact on private brand image. In additional, “private brand image” have significant impact on “purchase intention”; as well as “purchase intention” has significant impact on “customer equity”, show as “customer equity” by store equity of diffusion effect so that increase consumer “purchase intention”, and then improve “customer equity”. Furthermore, store equity for purchase intention, analyze result “store service quality”, “store price/value” and “store convenience” have signification impact on “purchase intention”; Moreover, this study investigate image fit has interference “store service quality”, “store price/value” and “store convenience” for “private brand image” effect; However, product category interference store equity for private brand image, show as product category has interference “store awareness”, “store convenience”, “store product quality” for private brand image effect; finally, product interference store equity for purchase intention, analyze results product category have interference “store awareness”, “store service quality”, “store convenience”, “store product quality” for purchase intention effect.