การรับรู้ภาพลักษณ์และตราผลิตภัณฑ์ของร้านค้าปลีกที่มีผลต่อความเต็มใจซื้อของผู้บริโภค
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ธ.ค. 25, 2018
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ภาพลักษณ์ร้านค้าปลีก ตราผลิตภัณฑ์ของร้านค้าปลีก ความตั้งใจซื้อผลิตภัณฑ์
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บทคัดย่อ
การวิจัยกึ่งทดลองนี้ต้องการศึกษา ความเต็มใจซื้อของผู้บริโภคที่แตกต่างกันไปตามการรับรู้ในด้านภาพลักษณ์และตราผลิตภัณฑ์ของร้านค้าปลีก จากผลการวิจัยพบว่าภาพลักษณ์และตราผลิตภัณฑ์ของร้านค้าปลีกมีผลโดยตรงต่อความเต็มใจซื้อผลิตภัณฑ์ อย่างมีนัยสำคัญ โดยแนวทางในการพิจารณาตัวแปรที่จะส่งผลต่อความเต็มใจซื้อผลิตภัณฑ์ของผู้บริโภคนั้นควรพิจารณาระดับของภาพลักษณ์ร้านค้าปลีกควบคู่ไปกับกลยุทธ์ผลิตภัณฑ์โดยกลยุทธ์ที่สร้างให้เกิดความเต็มใจซื้อของผู้บริโภคสูงที่สุดคือ การสร้างภาพลักษณ์ให้สูงควบคู่ไปกับการใช้ตราผลิตภัณฑ์ในรูปแบบของการไม่เลียนแบบ และในทางกลับกับ ในการที่ร้านค้าปลีกมีการรับรู้ภาพลักษณ์ต่ำ ควรใช้ควบคู่ไปกับการใช้ตราผลิตภัณฑ์ในรูปแบบของการเลียนแบบ เพื่อให้ผู้บริโภคเกิดความเต็มใจซื้อที่สูงขึ้น
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รูปแบบการอ้างอิง
ชื่นธีระวงศ์ ฉ., วินิจ ว., & บุญเจือ เ. (2018). การรับรู้ภาพลักษณ์และตราผลิตภัณฑ์ของร้านค้าปลีกที่มีผลต่อความเต็มใจซื้อของผู้บริโภค. วารสารบัณฑิตวิจัย, 9(2), 183–200. สืบค้น จาก https://so02.tci-thaijo.org/index.php/banditvijai/article/view/130091
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มหาวิทยาลัยเชียงใหม่. สำนักทะเบียนและประมวลผล. (2559). รายงานสถิติจำนวนนักศึกษา มหาวิทยาลัยเชียงใหม่. สืบค้นจาก https://www3.reg.cmu.ac.th/mis-reg/misreport
Ares, G., & Deliza, R. (2010). Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis. Food Quality and Preference, 21, 930–937.
Aribarg, A., Arora, N., Henderson, T., and Kim Y. (2014). Private label imitation of a national brand: Implications for consumer choice and law. Journal of Marketing Research, 51(6), 657-675.
Bolton, G., Loebbecke, C., and Ockenfels, A. (2008). Does competition promote trust and trustworthiness in online trading? An experimental study. Journal of Management Information Systems, 25(2), 145-170.
Champion, J. C., Hunt, J., Hunt, B. and Tammy, G. (2010). The Effect of Retail Store Image on Student Perception of Merchandise Quality and Willingness to Buy. American Journal of Business Research, 31, 17-32.
Cui, G., and Yang, X. (2009). Responses of Chinese consumers to sex appeals in international advertising: A test of congruency theory. Journal of Global Marketing, 22(3), 229-245.
Fan, X., Qian, Y. and Huang, E. (2012). Factors influencing consumer behavior towards store brand: a meta- analysis. International Journal of Market Research, 54(3), 407-430.
Guerreiro, J., Rita, P., and Trigueiros, D. (2015). Attention, emotions and cause-related marketing effectiveness. European Journal of Marketing, 49(11/12), 1728-1750.
Jacoby, J., Olson, J. C., and Rafael, H. A. (1971). Price, brand name, and product composition characteristics as
determinants of perceived quality. Journal of Applied Psychology, 55(6), 570-579.
Jacoby, J., and Mazursky, D. (1984). Linking brand and retailer images—Do the potential risks out weight the potential benefits. Journal of Retailing, 60, 105-122.
Kotler, P. (2003). Marketing Management. (12th). Pearson Education Inc. Prentice Hall: Upper Saddle River, NJ.
Liljander, Veronica., Pia, Polsa., and Riel, Allard. V. (2009). Modelling consumer responses to an apparel store brand: store image as a risk reducer. Journal of Retailing and consumer services, 16(4), 281-290.
Mazursky, D., and Jacoby, J. (1986). Exploring the development of store image. Journal of Retailing, 62, 145–165.
Moulard, J. G., Raggio, R. D., and Folse, J. A. G. (2016). Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management's Passion for its Products. Psychology and Marketing, 33(6), 421-436.
Nenycz-Thiel, M. and Romaniuk, J. (2009). Perceptual categorization of private labels and National brands.
Journal of Product and Brand Management, 18, 251-261.
Ozsomer, A.and Tamer C., (1991). Country of origin effects on product evaluations: A sequel to Bilkey and Nes review. In M. C. Gilly et al., editors, American Marketing Association, 269-277.
Petijohn, L. S, Mellot, D. W. and Pettijohn, C. E. (1992). The relationship between retailer image and brand image. Psychology and Marketing, 9(4), 311-328.
Pornpitakpan, C. (2010). How package sizes, fill amounts, and unit costs influence product usage amounts. Journal of Global Marketing, 23(4), 275-287.
Putsis, W. P. Jr and Dhar, R. (2001). An empirical analysis of the determinants of category expenditure. Journal of Business Research, 52(3). 277-291.
Puyares, V., Ares, G., & Carrau, F. (2010). Searching a specific bottle for Tannat wine using check-all-that apply question and conjoint analysis. Food Quality and Preference, 21, 684–691.
Quelch, J. A. and Harding, D. (1996). Brands versus private labels: fighting to win. Harvard Business Review, 74(1), 99-109.
Raghubir, P., & Greenleaf, E. A. (2006). Ratios in proportion: What should the shape of the package be? Journal of Marketing, 70, 95–107.
Rubén R., Iván L., Ana S., Javier M., María J. F., (2012). Influence of chewing gum packaging design on consumer expectation and willingness to buy. An analysis of functional, sensory and experience attributes. Journal Food Quality and Preference, 24, 162–170.
Sandes, F. S., and Urdan, A. T. (2013). Electronic word-of-mouth impacts on consumer behavior: exploratory and experimental studies. Journal of International Consumer Marketing, 25(3), 181-197.
Schiffman, L. G., and Kanuk, L. L. (2000). Customer Behavior. (7th ed.). New Jersey: Pearson Prentice Hall.
Sethuraman, R. (2006). Private-label marketing strategies in packaged goods. Management. Marketing Science Institute Working Paper, 27-44.
Steenkamp, Jan-Benedict E. M., Rajeev Batra, and Dana L. Alden (2003). How Perceived Brand Globalness Creates Brand Value. Journal of International Business Studies, 34(1), 53.
Steenkamp, J.-B., van Heerde, H.J. and Geyskens, I. (2010). What makes consumers willing to pay a price premium for national brands over private labels?. Journal of Marketing Research, 47, 1011-1024.
Tarkiainen, A., and Sundqvist, S. (2009). Product involvement in organic food consumption: does ideology meet practice?. Psychology and Marketing, 26(9), 844-863.
Vahie, A., and Paswan, A. (2006). Private label brand image: its relationship with store image and national brand. International Journal of Retail and Distribution Management, 34(1), 67.
Verlegh, P. W. J. & Steenkamp, J.-B. E. M. (1999). A Review and Meta-analysis of country-of-origin Research. Journal of Economic Psychology, 20(5), 521-546.
Voon, J. P., Ngui, K. S., and Agrawal, A. (2011). Determinants of willingness to purchase organic food: An exploratory study using structural equation modeling. International Food and Agribusiness Management Review, 14(2), 103-120.
Winit, W., (2010). The Impact of Consumers’ Expressions of National Identity on Global and Local Brand Perceptions. (Doctoral Degree Thesis, Australian School of Business UNSW).
Ares, G., & Deliza, R. (2010). Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis. Food Quality and Preference, 21, 930–937.
Aribarg, A., Arora, N., Henderson, T., and Kim Y. (2014). Private label imitation of a national brand: Implications for consumer choice and law. Journal of Marketing Research, 51(6), 657-675.
Bolton, G., Loebbecke, C., and Ockenfels, A. (2008). Does competition promote trust and trustworthiness in online trading? An experimental study. Journal of Management Information Systems, 25(2), 145-170.
Champion, J. C., Hunt, J., Hunt, B. and Tammy, G. (2010). The Effect of Retail Store Image on Student Perception of Merchandise Quality and Willingness to Buy. American Journal of Business Research, 31, 17-32.
Cui, G., and Yang, X. (2009). Responses of Chinese consumers to sex appeals in international advertising: A test of congruency theory. Journal of Global Marketing, 22(3), 229-245.
Fan, X., Qian, Y. and Huang, E. (2012). Factors influencing consumer behavior towards store brand: a meta- analysis. International Journal of Market Research, 54(3), 407-430.
Guerreiro, J., Rita, P., and Trigueiros, D. (2015). Attention, emotions and cause-related marketing effectiveness. European Journal of Marketing, 49(11/12), 1728-1750.
Jacoby, J., Olson, J. C., and Rafael, H. A. (1971). Price, brand name, and product composition characteristics as
determinants of perceived quality. Journal of Applied Psychology, 55(6), 570-579.
Jacoby, J., and Mazursky, D. (1984). Linking brand and retailer images—Do the potential risks out weight the potential benefits. Journal of Retailing, 60, 105-122.
Kotler, P. (2003). Marketing Management. (12th). Pearson Education Inc. Prentice Hall: Upper Saddle River, NJ.
Liljander, Veronica., Pia, Polsa., and Riel, Allard. V. (2009). Modelling consumer responses to an apparel store brand: store image as a risk reducer. Journal of Retailing and consumer services, 16(4), 281-290.
Mazursky, D., and Jacoby, J. (1986). Exploring the development of store image. Journal of Retailing, 62, 145–165.
Moulard, J. G., Raggio, R. D., and Folse, J. A. G. (2016). Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management's Passion for its Products. Psychology and Marketing, 33(6), 421-436.
Nenycz-Thiel, M. and Romaniuk, J. (2009). Perceptual categorization of private labels and National brands.
Journal of Product and Brand Management, 18, 251-261.
Ozsomer, A.and Tamer C., (1991). Country of origin effects on product evaluations: A sequel to Bilkey and Nes review. In M. C. Gilly et al., editors, American Marketing Association, 269-277.
Petijohn, L. S, Mellot, D. W. and Pettijohn, C. E. (1992). The relationship between retailer image and brand image. Psychology and Marketing, 9(4), 311-328.
Pornpitakpan, C. (2010). How package sizes, fill amounts, and unit costs influence product usage amounts. Journal of Global Marketing, 23(4), 275-287.
Putsis, W. P. Jr and Dhar, R. (2001). An empirical analysis of the determinants of category expenditure. Journal of Business Research, 52(3). 277-291.
Puyares, V., Ares, G., & Carrau, F. (2010). Searching a specific bottle for Tannat wine using check-all-that apply question and conjoint analysis. Food Quality and Preference, 21, 684–691.
Quelch, J. A. and Harding, D. (1996). Brands versus private labels: fighting to win. Harvard Business Review, 74(1), 99-109.
Raghubir, P., & Greenleaf, E. A. (2006). Ratios in proportion: What should the shape of the package be? Journal of Marketing, 70, 95–107.
Rubén R., Iván L., Ana S., Javier M., María J. F., (2012). Influence of chewing gum packaging design on consumer expectation and willingness to buy. An analysis of functional, sensory and experience attributes. Journal Food Quality and Preference, 24, 162–170.
Sandes, F. S., and Urdan, A. T. (2013). Electronic word-of-mouth impacts on consumer behavior: exploratory and experimental studies. Journal of International Consumer Marketing, 25(3), 181-197.
Schiffman, L. G., and Kanuk, L. L. (2000). Customer Behavior. (7th ed.). New Jersey: Pearson Prentice Hall.
Sethuraman, R. (2006). Private-label marketing strategies in packaged goods. Management. Marketing Science Institute Working Paper, 27-44.
Steenkamp, Jan-Benedict E. M., Rajeev Batra, and Dana L. Alden (2003). How Perceived Brand Globalness Creates Brand Value. Journal of International Business Studies, 34(1), 53.
Steenkamp, J.-B., van Heerde, H.J. and Geyskens, I. (2010). What makes consumers willing to pay a price premium for national brands over private labels?. Journal of Marketing Research, 47, 1011-1024.
Tarkiainen, A., and Sundqvist, S. (2009). Product involvement in organic food consumption: does ideology meet practice?. Psychology and Marketing, 26(9), 844-863.
Vahie, A., and Paswan, A. (2006). Private label brand image: its relationship with store image and national brand. International Journal of Retail and Distribution Management, 34(1), 67.
Verlegh, P. W. J. & Steenkamp, J.-B. E. M. (1999). A Review and Meta-analysis of country-of-origin Research. Journal of Economic Psychology, 20(5), 521-546.
Voon, J. P., Ngui, K. S., and Agrawal, A. (2011). Determinants of willingness to purchase organic food: An exploratory study using structural equation modeling. International Food and Agribusiness Management Review, 14(2), 103-120.
Winit, W., (2010). The Impact of Consumers’ Expressions of National Identity on Global and Local Brand Perceptions. (Doctoral Degree Thesis, Australian School of Business UNSW).
