臺灣博碩士論文加值系統

　　企業競爭的激烈，運用「品牌」區分競爭者已成為必然的趨勢，而消費者會因為品牌形象與自我個性與品牌個性的相似性作為對某品牌的評估，且在產生購買意願之前會經由對品牌態度的轉變，資訊流通快速的社會上，購買產品時會將自身暴露在大量的資訊裡，可能產生從眾行為。
　　本研究探討近年熱賣的平板電腦產品，並以2010年全球銷量最大的Apple品牌為例，觀察消費者品牌態度在品牌形象/品牌個性與自我概念一致性對購買意願之間的轉變，以及從眾行為在品牌形象對品牌態度之間所扮演的角色。
　　本研究以問卷調查法進行資料蒐集，發放對象為使用過Apple平板電腦的受試者，於2013年04月6日到2013年05月18日進行發放，共42個工作天，一共回收719份問卷，有效問卷共508份，有效回收率為70.65%。本研究以結構方程模式進行研究驗證，重要的實證結果為：
1.品牌形象對品牌態度之間具有因果關係。
2.不同年齡/職業/教育程度對於購買平版電腦的從眾行為具有顯著差異。
3.品牌態度在品牌形象與購買意願之間具有中介效果。
4.從眾行為在品牌形象與品牌態度之間具有干擾效果。

　　Under fierce enterprise competitions, it has definitely become a trend to differentiate competitors by brand. At the same time, consumers evaluate a certain product based on its brand image, and the match between self-personality and brand personality. Moreover, brand image may influence consumers’ brand attitude and purchasing intentions. In the era of fast information circulation, consumers are exposed to massive information when purchasing products, which may result from conformity behaviors.
　　This study explores the hot-sold tablet PCs in recent years with the globally best-selling brand in 2010, Apple as an example, to observe the consumers’ change of brand attitude between brand image/brand personality and self-concept consistency, and purchasing intention, and the role played by conformity behaviors between brand image and brand attitude.
　　Data were collected by questionnaire survey from users who have used Apple tablet PC as the respondents. Questionnaires were distributed from April 6, 2013 to May 18, 2013, with a total of 42 working days. Seven hundred and nine questionnaires were returned, and 508 were valid, with the valid return rate of 70.65%. This study conducted structural equation modelling and obtained empirical results as below:
1.There is causality between brand image and brand attitude.
2.Different ages/occupations/educational degrees show significant difference in the conformity behaviors of purchasing tablet PC.
3.Brand attitude has a mediating effect between brand image and purchasing intention.
4.Conformity behavior has an interfering effect between brand image and brand attitude.

Keywords: Tablet PC, Brand Image, Brand Attitude, Brand Personality, Conformity Behaviors, Purchasing Intention

目錄 vi
圖目錄 viii
表目錄 ix
第一章、緒論 1
第一節　研究背景與動機 1
第二節　研究目的 6
第三節　研究流程 7
第二章、文獻探討 9
第一節　平板電腦 9
第二節　品牌形象 12
第三節　品牌個性 17
第三節　品牌態度 20
第四節　從眾行為 24
第五節　購買意願 28
第三章、研究方法 33
第一節　研究架構 33
第二節　研究假說 33
第三節　研究變項之定義與衡量 38
第四節　研究設計與分析方法 46
第五節　分析方法 48
第四章、資料分析 51
第一節　敘述性統計 51
第二節　共同方法變異檢測 58
第三節　信度與效度分析 59
第四節　整體結構方程式模式分析　64
第五章、結論與建議 77
第一節　研究發現 77
第二節　管理意涵 83
第三節　研究限制與後續研究建議　85
參考文獻 87
中文文獻 87
英文文獻 90
問卷 97

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