| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 96 === Private label is a growing market for retailers around the world. European countries are the region with the highest share of private labels, followed by United State. Although the time Taiwan started private labels was behind western countries, private labels become one of the most important base that retailers compete nowadays. In the future, the growth of private labels in Taiwan will continue undoubtedly. As a result, this research is intended to explore the antecedents of consumers’ attitude toward private label products, and test the relationships between them.
This study proposed the framework with three dimensions including brand image (functional, symbolic, experiential benefits), price perception (price consciousness, value consciousness, price-quality association), and deal proneness (price-related deals, non-price related deals, internal reference price) which have influence on private label attitude. In addition, we use Brand Relationship Quality (BRQ) as a mediator between brand image and private label attitude. The research object is 7-ELEVEN, and structural equation modeling is used to test the model based on the data of 706 consumers who purchase 7-ELEVEN private label products before.
Research conclusions are as follows. First, there is a strong and significant positive relationship among brand image, brand relationship quality, and private label attitude. Second, for price perception, there is only significant relationship in value consciousness. The result indicated that consumers pay more attention on product value when they purchase private label products. Third, both price-related and non-price related deals have significant positive relationships toward private label attitude.
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