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研究生:周佩穎
研究生(外文):Chou Pei-Ying
論文名稱:品牌競爭效果對共同基金投資選擇之影響
論文名稱(外文):A Study of Brand Competitive Effect on Mutual Funds Selection
指導教授:葉 明 義
指導教授(外文):Yeh Ming-E
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:管理技術研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:1998
畢業學年度:86
語文別:中文
中文關鍵詞:競爭效果共同基金自信購買決策涉入
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有關消費者決策過程的研究,一般多假設品牌態度與購買意向的形成過程與競爭品牌相互獨立,但事實上消費者是比較多個品牌後,才形成最後的購買選擇。因此,本研究將品牌態度與購買意向形成過程中,競爭品牌的影響力納入考量,以完整品牌競爭效果模式說明投資人選購共同基金的決策過程,並探討自信與購買決策涉入程度對決策過程的影響。本研究之抽樣清冊以市調公司、投信公司提供的共同基金投資人名單為主,採電話訪問、郵寄問卷和人員訪問三方式蒐集資料。為配合研究模式中需同時衡量多組自變項和依變項之間的關係,本研究以LISREL為主要的統計分析工具。研究結果證實完整品牌競爭效果模式確實較能解釋消費者的品牌選擇過程,但除高購買決策涉入外,在其他情況下,消費者決策過程中之品牌競爭效果是不對稱的。分析結果亦顯示,在消費者對其最偏好品牌的購買意向方面,高自信者顯著高於低自信者;此外,高、低購買決策涉入者的購買意向程度也有顯著差異。

Most studies on consumer decision process assume that the attitude and purchase intention for one brand is independent from the attitude and purchase intention for competing brands. In reality, consumers will make their purchase decisions after they have compared different brands. This study, therefor, will take the brand competitive effect into consideration in the formation process of brand attitude and purchase intention. A comprehensive model for the brand competitive effects is employed to describe investors' decision process of selecting mutual funds. Impacts of confidence and purchase decision involvement on the decision process are also investigated.The sampling frame for this study was based on the mutual funds investors' list provided by market research companies and investment trust companies. Three data gathering methods were adopted: telephone interview, questionnaire mailing, and personal interview. In the validation of the research model, it's necessary to consider the relationships among multiple independent variables and multiple dependent variables. LISREL was chosen as the primary statistical tool to analyze the data.The results showed that the complete model of competitive effect can indeed better explain the process of how consumers choose the brand. However, the brand competitive effects in the decision process are asymmetrical, with the exception when the involvement for purchase decision is high. The purchase intention for the favorite brand is obviously higher for consumers with high confidence than those with low confidence. In addition, the study found that significant different extent of purchase intention existed between those with high and low involvement for purchase decision.

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