臺灣博碩士論文加值系統

品牌對消費者及業者各有其不同的意義。對消費者而言，在許多不同的產品中作購買的決策是非常耗費時間的，而品牌是藉以辨認產品最簡便的方法，不但提供消費者許多有關產品的資訊，亦有助於消費者對不同品牌的產品做比較，減少挑選比較的時間。而廣告在消費者及業者之間同樣也扮演著關鍵性的資訊傳遞角色，經由廣告，消費者可以獲取更多產品相關知識，進而降低資訊蒐集的成本，對產品會有更深入的認知與了解。本研究主要在探討六個汽車品牌（Toyota、Honda、Nissan、Ford、Mitsubishi、Mazda）的品牌形象、廣告印象與購買意願之關聯性分析，為瞭解六個汽車品牌的品牌形象和廣告印象是否會對消費者的購買意願產生影響。
本研究對象為台灣地區汽車購買決策者，本研究共收集864份問卷資料，調查地區主要是大台北、大台中和大高雄三大地區，依各個地區的實際人口比例分配其問卷數。本研究的資料分析的方法包括：描述性統計、獨立樣本T檢定、單因子變異數分析（若達顯著性則進行Scheffe事後比較），以及皮爾森積差相關分析。研究結果獲得以下結論：
一、性別、年齡、婚姻狀態、家中成員人數、教育程度、職業、個人平均月收入、全家平均月收入的原因，對消費者在這六個汽車品牌（Toyota、Honda、
Nissan、Ford、Mitsubishi、Mazda）的品牌形象和廣告印象上有顯著的差異。
二、消費者會因品牌形象而影響其購買意願；而廣告印象則會因汽車品牌不同而對購買意願有不同的影響。

目 錄 I
表目錄 II
圖目錄 III
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第貳章 文獻探討 4
第一節 品牌相關研究 4
第二節 廣告印象 7
第三節 購買意願 10
第參章 研究方法 14
第一節 分析架構與假設 14
第二節 研究對象 16
第三節 變數定義與衡量 16
第四節 資料蒐集方法 19
第五節 統計分析方法 19
第肆章 實證分析 21
第一節 人口統計變項之分佈狀況 21
第二節 不同人口統計變項與各品牌之品牌形象知覺差異分析 24
第三節 不同人口統計變項與各品牌之廣告印象差異分析 34
第四節 品牌廣告印象與品牌購買意願之差異分析 43
第五節 相關分析 44
第伍章 結論與建議 46
第一節 結論 46
第二節 建議 50
第三節 後續研究建議 51
參考文獻 53

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