臺灣博碩士論文加值系統

　　品牌與價格是消費者判斷產品品質時重要的外部線索，本研究旨在探討品牌形象、促銷方式、知覺價值及購買意願間之關係，以化妝品之消費者為研究對象，採便利抽樣方式透過網路問卷收集資料，利用因素分析、信度分析、效度分析及線性迴歸分析等統計方法進行資料分析，以驗證本研究之研究假設，剖析化妝品的品牌形象、促銷方式與消費者知覺價值與購買意願之關連性。研究結果發現：(1) 化妝品的品牌形象對於消費者知覺價值有顯著正向影響；(2) 化妝品的促銷方式對於消費者的知覺價值有顯著正向影響；(3) 化妝品的品牌形象對於消費者的購買意願有顯著正向影響；(4) 化妝品的促銷方式對於消費者的購買意願有顯著正向影響；(5) 消費者知覺價值於化妝品的品牌形象、促銷方式對購買意願的影響中具有部分中介效果。

　　Brands and prices are important external sources used by consumers to judge product quality. This paper develops and tests a conceptual model of the effects of consumers’ evaluations (brand image and perceived value) on purchase intentions. In this study, reliability and validity tests, factor analysis, and regression analysis were applied to test the research hypotheses. The mediating effect of perceived value on the proposed relationship of brand image and purchase intention was also explored. Results show that perceived value and brand image of positively influenced purchased intentions. Brand image exerted significant influenc on perceived value. Perceived value partly mediated the relationship of brand image and purchase intention.

中文摘要 i
英文摘要 ii
目錄 iii
表目錄 vi
圖目錄 vii

第一章緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章 文獻探討 7
2.1 品牌形象 7
2.1.1 品牌形象之定義 7
2.1.2 品牌形象之相關研究及構面 8
2.2 促銷方式 12
2.2.1 促銷方式定義 12
2.3 知覺價值 15
2.3.1 知覺價值之定義 15
2.3.2 知覺價值的相關研究及構面 16
2.4 購買意願 20
2.4.1 購買意願之定義 20
2.4.2 購買意願之相關研究及構面 20
2.5 相關實證研究 23
2.5.1 促銷方式與知覺價值之相關研究 24
2.5.2 知覺價值與購買意願之相關研究 24
2.5.3 促銷方式與品牌對購買意願的影響研究 24
2.5.4 品牌形象、知覺價值與購買意願間之影響研究 25
第三章 研究方法 27
3.1 研究架構 27
3.2 研究假設 27
3.3 操作型定義與衡量 31
3.4 問卷設計與發放 38
3.5 資料分析方法 38
第四章研究結果與分析 40
4.1 問卷樣本結構分析 40
4.2.1 因素分析 42
4.2 效度與信度分析 49
4.3 品牌形象、促銷方式、知覺價值與購買意願之影響分析 50
第五章 結論與建議 56
5.1 結論 56
5.2 建議 58
5.3 後續研究建議 60
參考文獻 61
一、中文部分 61
二、英文部分 63
附錄問卷調查表 73
個人簡歷 78

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