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「北海道ブランド」の仕入れに関する研究 : 台湾小売バイヤーの視点から = A study of "Hokkaido Brand" Buying : From the Perspective of Retail Buyers in Taiwan

Author

Listed:
  • SHEN, Chieh-Ju

Abstract

本研究は、台湾小売バイヤーが北海道ブランド商品を仕入れる際に、その仕入れ決定に影響を及ぼす要因を検討するものである。先行研究では、小売バイヤーの仕入れ決定に影響する要因を、「商品」と「供給者」の2つの側面から検討することができる。そこで本研究では、「商品側面」の要因を「地域ブランド・エクイティ」に関する項目と「収益性」に関する項目、「供給者側面」の要因を「コミュニケーション」に関する項目、「信頼」に関する項目と「その他」の項目に具体的に落とし込んで、アンケート調査を実施し、実証分析を行う。 分析の結果、商品側面の「売上見込み」、「ブランド認知」、「公的認証・推薦の効果」と供給者側面の「商談時の態度」などの要因が、台湾小売バイヤーの北海道ブランドの仕入れ決定に影響を与えることは明らかになる。

Suggested Citation

  • SHEN, Chieh-Ju, 2010. "「北海道ブランド」の仕入れに関する研究 : 台湾小売バイヤーの視点から = A study of "Hokkaido Brand" Buying : From the Perspective of Retail Buyers in Taiwan," ビジネス創造センターディスカッション・ペーパー (Discussion papers of the Center for Business Creation) 10252/4202, Otaru University of Commerce.
    • Handle: RePEc:ota:busdis:10252/4202
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