| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 96 === In recent years, the Convenience Stores in Taiwan are playing the quite important role in our life and the private brand has developed rapidly. Private label products can generate higher margins, increase control over shelf space, and get greater bargaining power in the channel of distribution. Therefore, the key points for Convenience Stores are to understand consumer attitudes and purchasing intention for private brand product. Most of the researches in the past were focused on demographic characteristics or psychological characteristics of Hyper Markets but ignored the product external characteristics which also influenced consumers’ attitudes.
The purposes of this study are to propose a model that integrates consumer psychographic characteristics and store image of product external characteristics toward private brand attitude and purchase intention, and to test the store image in two Convenience Stores (7-ELEVEn and Family Mart). The research sample is more than 18 years old who has purchases in 7-ELEVEn and Family Mart with questionnaire survey and then analyze it with SPSS 15.0 for Windows statistical software. Results of this study showed that both consumer psychographic characteristics and store image have predicted private brand attitude. The main research findings are as follows:
1. Consumer psychographic characteristics can influence private brand attitude. When price consciousness, value consciousness, and innovativeness are higher, their attitude for private brand would also be better; when perceived quality variation is higher, their attitude for private brand would also be worse.
2. Store image have a significant effect on private brand attitude. When store image in convenience store is higher, their private brand attitude is better. The Primary antecedents of store image to private brand attitude are price, promotion, service, product quality and category.
Finally, the article concludes with implications for Convenience Store, and directions for future research.
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