Factors Affecting Consumer Attitudes toward Store Brands and Purchase Intention

• Main Authors: Hsu, Shu-Ya, 許淑雅
• Other Authors: Ho, Yung-Ching
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/19473184180981650067

碩士 === 國立中正大學 === 企業管理研究所 === 99 === In recent years, there are more and more store brands in Taiwan’s retailing channels. Although the sale of store brands has been increasing rapidly, there are significant differences in product categories. In this study, we try to learn more about the effect of consumer’s value consciousness, store image and perceived risk on store brand attitudes and purchase intention. Besides, this study adopted convenience sampling and collected total of 434 valid questionnaires in hypermarkets in Chiayi City. The result showed that first, value consciousness isn’t associated with the store brand attitudes and the purchase intention. Second, store image and search attribute are positively associated with store brand attitude and purchase intention. Third, consequences of making a mistake in a purchase aren’t associated with store brand attitude but negatively associated with purchase intention. Fourth, quality variability is negatively associated with store brand attitude and purchase intention. The last, store image and search attribute are positively and quality variability is negatively through the mediating effect of store brand attitudes to purchase intention.