A STUDY OF THE INFLUENCE AMONG MANUFACTURER''S IMAGE OF PRIVATE BRAND, SERVICE QUALITY, AND SHOPPING ENVIRONMENT ON THE PURCHASE INTENTION--AN EXAMPLE OF HYPERMARKETS IN TAICHUNG

• Main Authors: Pin-jheng Huang, 黃品正
• Other Authors: Kai-wayne Chuang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/75459549011881302225

碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 99 === 　　This study discusses the consumer behavior in hypermarkets in Taichung, adopting questionnaire survey based on factors such as service quality of hypermarkets, image of the private brand manufacturers, and shopping environment to study how perceived value of private brand influence consumers’ purchase intention. The research randomly selects hypermarkets in Taichung, distributing 350 questionnaires, 283 of which are valid questionnaires excluding invalid ones. The results show that there’s significant positive influence between service quality, perceived value and purchase intention. The environment of the hypermarkets has significant positive influence on perceived value as well while the image of private brand manufacturers has no significant positive influence on perceived value and purchase intention. In addition, demographic variables also have significant difference on every variable. 　 　　According to the research results, service quality and shopping environment still have great impact on the management of hypermarkets, and the shopping environment of hypermarkets would also influence consumers’perceived value while the perceived value would influence the purchase intention of the private brand as well.