臺灣博碩士論文加值系統

品牌是業者的競爭優勢和重要的資產，想要創造獨特性產品的品牌，就必須了解消費者個人喜好、品牌依附與品牌偏好關係的建立，增加消費者對品牌的瞭解，進而產生品牌偏好並增強購買意圖。本研究想要探討國中生對品牌產生依附後，是否會更進一步對品牌有依賴和喜愛。以往的研究往往只探討品牌依附、品牌偏好與品牌態度間的關係，鮮少有研究提到與計畫行為理論的關聯；本文將計畫&;#64008;為&;#63972;&;#63809;中的態度變數調整為品牌態度，並將主觀規範與知覺行為控制加入研究探討國中生對運動商品購買意圖之影響。
本研究以問卷統計調查來分析結果，問卷對象以桃園市、新北市國中生為主，共計發放400份問卷，回收349份有效問卷，有效問卷回收率為87.25%。研究結果如下：
1.品牌態度對購買意圖不具顯著影響
2.主觀規範對購買意圖不具顯著影響關係
3.知覺行為控制對購買意圖具有顯著影響關係
4.品牌依附對購買意圖不具顯著影響關係
5.品牌依附對品牌偏好具有顯著影響關係
6.品牌偏好對購買意圖具有顯著影響關係

Brands are the competitive advantages and important assets of entrepreneurs. In order to create brands with unique products, entrepreneurs must know personal preferences of customers and establish the relations between brand attachment and brand preferences to increase purchase intention by customers’ understanding brands. This study intended to investigate junior high school students’ preferences and further dependence on brands after they attach to certain brands. Former studies often investigated the relationships among brand attachment, brand preferences, and brand attitudes, but seldom focused on using Theory of Planned Behavior. This study adjusted attitude variables of Theory of Planned Behavior and involved Subject Norm and Perceived Behavioral Control into the investigation of impacts on students’ purchase intention of brands products.

This study made use of Questionnaire Survey to analyze the results. The main questionnaire respondents were junior high school students from Taoyuan City and Xinbei City. The total delivered copies of questionnaires were 400, with 349 valid ones returned and 87.25% of effective responses. The research results showed as follows:
1. Brand attitude does n’t have an obvious impact on purchase intention.
2. Subject norm doens n’t have an obvious impact on purchase intention.
3. Perceived behavior contorl has an obvious impact on purchase intention.
4. Brand attachment does n’t have an obvious impact on purchase intention.
5. Brand attachment has an obvious impact on brand preference.
6. Brand preference has an obvious impact on purchase intention.

摘　　要 i
Abstract ii
誌　　謝 iii
目　　錄 iv
表目錄 vi
圖目錄 vii
第一章　緒論 1
1.1　研究背景 1
1.2　研究動機 2
1.3　研究目的 3
第二章　文獻探討 7
2.1計畫行為理論 (Theory of Planned Behavior, TPB) 7
2.2品牌態度(Brand Attitude) 17
2.3品牌依附(Brand Attachment ) 19
2.4品牌偏好(Brand Preference ) 21
第三章　研究方法 24
3.1　研究架構 24
3.2　研究假說推導 25
3.3　變數的操作型定義與衡量 29
3.4　抽樣方法與問卷設計 34
3.5　研究對象 34
3.6　問卷設計 35
3.7　統計分析方法 35
第四章　資料分析 40
4.1　敘述性統計分析 40
4.2　信度與效度分析 45
4.3　相關分析 48
4.4　結構方程式 48
4.5　研究假說驗證 52
第五章　結論與建議 55
5.1　研究結論 55
5.2　研究意涵 58
5.3　研究限制 62
5.4　未來研究建議 62
參考文獻 63
附 錄 73
簡 歷 76

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