臺灣博碩士論文加值系統

本研究以南部科學工業園區內「立德南科健康生活館」之消費者為研究對象，採用問卷調查方式，總計回收有效樣本268份，探討消費者對品牌形象、知覺風險、知覺價值與購買意願間之關聯性，並使用SPSS18.0與AMOS16.0統計軟體針對回收之資料進行分析，研究發現品牌形象會顯著正向影響知覺價值、會員購買意願且顯著負向影響知覺風險；而知覺風險則會顯著負向影響知覺價值、購買意願；知覺價值會顯著正向影響購買意願，而品牌形象與會員購買意願之關係亦會受到知覺風險與知覺價值之雙重部分中介效果影響，品牌形象建立之需透過有效地降低顧客知覺風險與提升顧客知覺價值才能進一步提高顧客會員購買之意願。本研究之結果可作為經營者分析消費者的購買決策行為之依據，在實務上提供給企業管理者作為參考，進一步了解品牌形象如何影響消費者之知覺風險，以提昇其知覺價值和購買意願之最終目的。

The purpose of this study was to explore the relationship among brand image, perceived risk, perceived value and purchase intention. The population in this study was a famous Li-Der willing center in Tainan area. Based on the sample from 268 consumers, our results show that brand image has positive influence on perceived value and purchase intention；brand image has negative influence on perceived risk；perceived risk has positive influence on perceived value and purchase intention；perceived value has positive influence on purchase intention. Further, the results provide the evidence for perceived risk and perceived value play the double mediating role between the brand image and purchase intention. To construct the brand image, firms need to decrease the perceived risk and enhance the perceived value in order to strengthen the purchase intention. Finally, the results would provide some suggestions for scholars and managers to plan strategies for marketing and also showed how the brand image influence on perceived risk for enhance perceived value and purchase intention.

摘 要 I
ABSTRACT II
目 錄 III
圖 目 錄 V
表 目 錄 VI
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究對象 3
第四節 研究流程 4
第貳章 文獻探討 6
第一節 品牌形象 6
第二節 知覺風險 11
第三節 知覺價值 15
第四節 購買意願 17
第五節 各變數間之關聯性探討 18
第叁章 研究方法 21
第一節 研究架構 21
第二節 研究變數操作性定義與問卷設計 22
第三節 抽樣設計 26
第四節 資料分析方法 27
第四章 研究分析與討論 30
第一節 敘述性統計 30
第二節 皮爾森相關分析 39
第三節 測量系統之檢驗 39
第四節 結構模式之檢驗 54
第五節 假設結果彙整 60
第五章 結論與建議 63
第一節 研究結果與討論 63
第二節 研究貢獻 64
第三節 研究限制與未來研究方向建議 65
參考文獻 67
附錄一-研究問卷 74

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行政院經濟建設委員會（2011.12）國家發展重點計畫總結報告取自http://www.cepd.gov.tw/m1.aspx?sNo=0010257&key=&ex=%20&ic=