A Study on the Private Brand repurchasing willingness- An example of Carrefour Store

• Main Authors: Jia-Yue Wu, 吳佳悅
• Other Authors: Tien-Kuo Wang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/61445215755921630368

碩士 === 立德大學 === 工業管理研究所 === 97 === The research is based on the viewpoint of consumers to investigate if the satisfaction degree that the private brand of hypermarket/warehouse brings after being used could have any influence on brand loyalty and second purchasing inclination. And the factor of sales promotion is also added to this content to discuss the influence of buying again for consumers. This research takes the greatest hypermarket/warehouse, Carrefour, as the investigative object with questionnaire methods. Then it adopts such statistical method as factor analysis, interrelated analysis, and regression analysis etc…to further understand the relations between the satisfaction, brand loyalty, sales promotion, and second purchasing inclination. The results show that the product information, impression, brand loyalty, and sales promotion relate directly with second purchasing inclination