臺灣博碩士論文加值系統

由於任何的購買決策都有其風險存在，產品的品牌形象便成為消費者心目中最常用來做為產品評估的依據。在購買意願的影響因素中，品牌也成為一個備受矚目的指標，產品的品牌形象會在購買决策上扮演相當重要的角色。但在消費者在缺乏相關資訊的情形下，可能會依賴產品所提供的線索與自身的心理認知來進行購買行為，相對來說，其知覺風險會增高。
為求探討更合理的消費者購買行為影響因素，然而，品牌形象是否會影響消費者購買意願，且品牌形象在知覺風險存在的情況下是否會影響消費者購買意願？本研究欲藉由品牌形象對購買意願的影響是否會受到知覺風險的干擾作為主題進行探討。
本研究以問卷調查進行研究，共發出問卷210份，有效問卷共198份，所得資料經由統計分析等方法進行驗證，進而依據研究結果解釋之，經由驗證發現本研究假設成立。
一、　品牌形象對購買意願有正向顯著影響
二、　知覺風險在品牌形象對消費者購買意願有干擾影響

Because any purchase decision has its own risk, the brand image has become the most commonly used in the minds of consumers as the basis for product evaluation. In the purchase of the impact of factors, the brand has become a high-profile indicators, the brand image in the purchase decision-making play a very important role. But in the absence of relevant information in the case of consumers, may rely on the product provided by the clues and their own psychological awareness to purchase behavior, relatively speaking, the perceived risk will increase.
In order to explore a more reasonable consumer buying behavior factors, however, whether the brand image will affect the consumer's willingness to buy, and the brand image in the presence of perceived risk will affect the consumer's willingness to buy? The purpose of this study is to explore whether the influence of brand image on purchase intention will be disturbed by perceived risk.
In this study, a total of 210 questionnaires and a total of 198 questionnaires were published. The data were validated by statistical analysis. The results were verified by the results.
Hypothesis sets 1: The brand image has a significant impact on the purchase intention.
Hypothesis sets 2: The perceived risk in the brand image of consumers have a desire to interfere with the purchase.
Keywords: Brand Image, Purchase Intention, Perceived Risk

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 5
第二章文獻探討 8
第一節 品牌形象 8
第二節 知覺風險 16
第三節 購買意願 21
第三章 研究方法與架構 26
第一節 研究架構 26
第二節 研究假設 27
第三節 各變數之操作型定義及衡量方式 27
第四節 研究範圍與對象 32
第五節 資料分析方法 33
第四章 資料分析 38
第一節 描述性統計分析 38
第二節 因素分析 42
第三節 研究變數之信度、效度分析 46
第四節 迴歸分析 47
第五節 干擾分析 48
第五章 結論與建議 53
第一節 研究結論 53
第二節 建議 55
第三節 研究限制 56
參考文獻 58
附錄一 問卷 71

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