臺灣博碩士論文加值系統

今日已是全球品牌競爭激烈的市場，企業不斷思考要如何與消費者建立良好關係，增加消費者的購買意願。市場上推出的眾多產品，也讓消費者，面臨選擇的問題。有效的廣告訴求與獨特的品牌形象，能引起消費者內心產生對品牌的認知、品牌態度與信心，進而產生購買意願。故本研究以此為思考點，主要探討廣告訴求、品牌形象、品牌認知、品牌態度與信心對購買意願的影響。並且透過文獻探討，發展出主要研究假說，利用實證研究探討廣告訴求與品牌形象之間的相關性，以及廣告訴求與品牌形象如何影響品牌認知、品牌態度與信心之形成，更進一步探討對購買意願之影響。
本研究以廣告訴求(理性、感性)、和品牌形象(功能性、象徴性、經驗性)為自變數，品牌認知、品牌態度、信心為中介變數，研究對購買意願的影響。主要的資料分析方法包括：Cronbach’s alpha信度、效度，以及透過相關與迴歸分析進行統計上的驗證，以瞭解兩兩構面之間的關係。研究結果發現，廣告訴求對於品牌形象有顯著影響，而在理性廣告訴求對功能性形象呈現正向顯著影響；而感性廣告訴求則對象徵性形象與經驗性形象呈現正向顯著影響。因此理性廣告訴求對功能性形象，感性廣告訴求對象徵性形象與經驗性形象，可以產生顯著的效果。整體而言，廣告訴求、品牌形象、品牌認知、品牌態度、信心與購買意願各構面之間皆呈現正向顯著的影響。

In today's already competitive global market, companies are continually building stronger relationships with consumers to enhance consumer purchase motivating factors. This leaves the already overpopulated market with increased decision-making situations. As such, effective advertising appeal and a unique brand image can trigger consumer emotions, attitudes and feelings towards a brand's level of recognition and trust, which in turn can influence purchasing motivation.
By examining these relationships and through reference to previously published papers, this paper analyzes and discusses advertising appeal, brand image, brand recognition, brand attitude and trust in consumer purchasing decisions. In addition, this paper presents primary research findings developed through consumer research in order to ascertain the correlation between advertising appeal and brand image; and how they can in turn shape brand recognition, brand attitude and trust.
This research is based on both independent and intervening variables. Independent variables including: advertising appeal (rational and emotional), brand image (functional and symbolic) and brand experience. Intervening variables including: brand recognition, brand attitude and trust. The main methods of analysis are Cronbach's alpha reliability and validity test, and both correlative analysis and regressive analysis. These methods allows for formulation of statistical evidence leading to the understanding of these variables.
The final research findings suggest there is an obvious link between a brand's rational advertising and its functional image; and a brand's emotional advertising and its symbolic image. Therefore, the most effective impact on brand image can be made through these means. Overall, there exist true relationships between advertising strategies, brand image, brand recognition, brand attitude and trust in consumer purchasing decisions.

摘要 iv
英文摘要 v
誌謝 vi
目錄 vii
表目錄 ix
圖目錄 x
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
第二章 文獻探討 4
2.1 廣告訴求 4
2.1.1 廣告訴求之定義 4
2.1.2 廣告訴求對消費者之影響 8
2.1.3 廣告訴求之重要性 10
2.1.4 小結 11
2.2 品牌形象 12
2.2.1 品牌形象之定義 12
2.2.2 品牌形象分類 15
2.2.3 品牌形象的重要性 20
2.2.4 小結 21
2.3 品牌認知 22
2.3.1 品牌認知之定義 22
2.3.2 與消費者有關的品牌認知 22
2.3.3 小結 26
2.4 購買意願 27
2.4.1 消費者行為理論 27
2.4.2 購買意願 29
2.4.3 小結 31
2.5 各構面間之關聯性探討 32
第三章 研究方法 36
3.1 研究架構與研究假說 36
3.2 變數操作性定義與衡量 37
3.3 問卷設計 42
3.4 問卷前測與修正 43
3.5 資料分析方法 47
第四章 研究結果分析 49
4.1 正式問卷樣本結構分析 49
4.2 信度與效度的檢定 50
4.3 因素分析 53
4.4 相關分析 56
4.5 迴歸分析 58
第五章 結論與建議 67
5.1 研究結論 67
5.2 管理意涵 71
5.3 研究限制與後續建議 73
參考文獻 75
附錄 83

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15.葉香麟（2003），「品牌形象、品牌關係與知覺品質關係之研究-以美白化妝品業為例」，銘傳大學管理科學研究所碩士論文。
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網路資料：
1.台灣智威湯遜廣告 http://www.jwttpi.com.tw
2.國華廣告http://www.kuohua-ad.com.tw/
3.時報亞太金像獎 http://www.timesawards.com/
4.廣告線上 http://www.adol.com.tw/
5.台灣戴姆勒克萊斯勒 http://www.mercedes-benz.com.tw/

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