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• Main Authors: Yu-Ling Su, 蘇瑜琳
• Other Authors: Fu-Yann Duh
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/gxn48a

碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 90 === Lately, competition is fierce in every industry. In order to attract consumers to purchase products, firms develop their private brands. As the foreign big discount stores come to Taiwan, the firms are more aggressive to develop the private brands. Nowadays, the consumers have known more about private brands. Private brands has influenced a lot on consumers’ purchasing styles now. We wonder what kinds of perceived risks would they have when purchasing private brands? Would these risks influence their purchasing intention? What kinds of risk reduction strategies would they use? Do the more strategies they use, the less risk they would have? Then, weather the purchasing intention is increased by the reduced- risk? Besides, would different product categories, discount stores, private brand attitude of consumers, people statistical variables, and psychological variables influence perceived risk, purchasing intention, and perceived risk reduction strategies? In order to answer the al questions deeply, we use questionnaires to collect information and analyze these problems. The main results of this research are as follows: (1.)When financial risk, performance risk, and psychological risk are high, consumers’ purchasing intention is low. (2.)There is canonical relationship between perceived risk and risk reduction strategies.The more strategies the consumers use, the less risk would they have. (3.)Consumers feel riskier when purchasing electronic goods, have lower purchasing intent, and use less risk reduction strategies. (4.)They use less strategies in purchasing Macro’s private brand goods. (5.)Those who have good impression of private brand have less perceived risk, higher purchasing intention and use more risk reduction strategies. (6.)Male have higher social risk; elder people or high salary people have higher perceived risk and lower purchasing intent; elder people, less educated people or high salary people use more strategies. Those consumers who buy private brand frequently have less perceived risk, higher purchasing intention and use more risk reduction strategies. (7.)People with different psychological variables, including price-oriented, quality oriented, and choosey consumers, have different perceived risk, and risk reduction strategies.