| Summary: | 碩士 === 國立高雄應用科技大學 === 企業管理系 === 100 === Private brand has won its popularity in the consumer market worldwide. Although consumers have strong intention to buy the products with private brand in Taiwan, sales are still relatively weak, compare to the market in the United States and some European countries. It is, therefore, expected to provide practical recommendations to the owners in retailing business to improve their sales by understanding the factors that might affect consumers purchasing process on private brands from the research findings.
This study investigates the direct effects of consumer innovativeness and price consciousness on brand evaluation for a retailer’s private brands. This study also investigates how perceived risk mediated the direct effect of consumer innovativeness on brand evaluation for private brands. 191 effective samples from Carrefour consumers are used and the hypothesis relationships were examined by Structural Equation Method.
The results shows that price consciousness and consumer innovativeness have a direct and positive effect on the brand evaluation of the private brand; perceived risk has a direct and negative effect on the brand evaluation of the private brand. Retailers could change consumers’ low perception on the private brand’s image, by changing the private brands’ focus to on its quality and price. Therefore, increase consumers’ sense of trust on private brand. Innovative consumers’ purchase of private brand might be due to their interest of it, instead of a continuous behavior. Consumers might feel novelty of the product if retailers try to create special features for their private brands.
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