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Author:易証偉
Author (Eng.):Jeng-Wai Yih
Title:探討認同感對學生購買校園自有品牌意願之影響
Title (Eng.):The Effect of Identity on College Student’s Purchase Intention to School Owned Brand Products
Advisor:羅雁紅羅雁紅 author reflink
advisor (eng):Yen-Hung Lo
degree:Master
Institution:大葉大學
Department:事業經營研究所
Narrow Field:商業及管理學門
Detailed Field:企業管理學類
Types of papers:Academic thesis/ dissertation
Publication Year:2006
Graduated Academic Year:94
language:Chinese
number of pages:76
keyword (chi):品牌認同認同感價格購買意願
keyword (eng):IdentityPriceBrand-identityPurchase-intention
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近年來,由於出生率下降,高等教育之門廣開的情況下,教育市場上的供需面臨失衡的危機,加上學校財務縮減的因素,學校自尋財源,已是眾多大學院校努力的方向,如何突顯學校特色吸引學生、提升知名度、建立校園多樣化策略行銷已是刻不容緩的課題。
本研究目的在探討:校園認同感是否對學生購買校園商品意願有影響,主要操作三個變數:校園認同、品牌認同、價格,以其高低分成兩種水準,對依變數購買意願進行檢驗。問卷發放依學校、年級,進行分層隨機抽樣,樣本鎖定中部私立大學,每位受測者依其個人感受來回答所有題項,共抽樣問卷320份,有效回收數為302份。
研究結果顯示:(1)高校園認同比低校園認同對校園自有商品會產生較高的購買意願。(2)學生對低價格的校園商品會產生較高購買意願。(3)高品牌認同比低品牌認同對校園商品產生較高的購買意願。(4)校園認同感在價格、品牌認同作用下對購買意願有顯著的影響,且結果指出價格為主要影響因素。(5)高校園認同在低價格及高品牌認同水準時,擁有顯著較高的購買意願。
In recent years, due to birthrate declined sharp and more and more tertiary education have be creative, there is a hump about supply and demand of school market equilibrium, and school should be confronted by finance downscale. Making new finance by itself was been a new way to an university or a college. How to stand out the characteristic of school and attract the students? How to raise the popurlarity of school? Making diversification diplomacy marketing is the most important thing to school.
The purpose of this study is to explore if the school identity effect purchase intention, This study using three numbers of variables, school identity, brand identity and price, Each of them were manipulated at two levels, high and low, and used for checked purchase intention. According to school and grade, college students from Taichung area are chosen as participants of this study. Each experimental person answered all the questions by their own experience, the study made 320 questionnaires and the valid samples collected are 302 pieces.
The results of this study indicate: 1.Purchase intention is higher while school identity is high than low. 2.Purchase intention is higher while students were adhered to low price. 3.Purchase intentions are higher while brand identity is high rather than low. 4.Purchase intention is significantly affected by school identity when price or brand identity is used as moderator. 5.Purchase intentions is higher when high school identity or low price or high brand identity.
第一章 緒論
1.1研究背景與動機1
1.2研究目的5
1.3研究流和6
第二章 文獻探討
2.1國內大學概論8
2.2自有品牌相關理論13
2.3認同感相關理論17
2.4價格、購買意願相關理論23
第三章 研究方法
3.1研究架構31
3.2研究假說31
3.3問卷設計32
3.4問卷前測36
3.5問卷抽樣39
3.6分析工具39
第四章 資料分析
4.1問卷回收及量表檢定41
4.2假設驗證49
第五章 結論
5.1結論與建議63
5.2研究限制與後續研究65
參考文獻67
附錄72
圖目錄
圖2-1購買程序的五模式階段27
圖2-2消費者購買決策模式28
圖2-3消費者購買理論29
圖3-1研究架構圖31
表目錄
表1-1近十年高等教育校數統計表2
表1-2近十年台灣人口總數、出生人口、出生率統計表2
表1-2近十年台灣人口總數、出生人口、出生率統計表(續)3
表1-3國內大學院校近年學雜費占總收入比率4
表2-1認同的定義19
表2-2購買準備階段28
表2-2購買準備階段(續)29
表3-1校園認同量表32
表3-1校園認同量表(續33
表3-2品牌認同量表33
表3-2品牌認同量表(續)34
表3-3購買意願量表34
表3-4價格量表35
表3-5校園認同量表因素分析37
表3-6品牌認同量表因素分析37
表3-7購買意願量表因素分析38
表3-8價格量表因素分析38
表4-1問卷發放目標及回收比率41
表4-2研究量表之信度分析42
表4-3正式樣本各層面之KMO值43
表4-4各層面之解說總變異量43
表4-5性別百分比44
表4-6年級百分比44
表4-6年級百分比(續)45
表4-7受測者知道發展校園自有品牌與否45
表4-8受測者是否購買過校園啇品46
表4-9購買校園商品之類型46
表4-10校園商品再購行為47
表4-11贊成校園發展自有商品與否47
表4-12受測者希望未來發展校園商品依序類型48
表4-13校園認同、購買意願統計表49
表4-14校園認同、購買意願獨立樣本t檢定49
表4-14校園認同、購買意願獨立樣本t檢定(續)50
表4-15價格、購買意願統計表50
表4-16價格、購買意願之變異數分析51
表4-17品牌認同、購買意願統計表51
表4-18品牌認同、購買意願之獨立t檢定52
表4-19校園認同感、價格、購買意願統計表52
表4-19校園認同感、價格、購買意願統計表(續)52
表4-20校園認同感、價格、購買意願-雙因子變異數分析表52
表4-21校園認同、價格的邊際平均數52
表4-22校園認同、品牌認同統計量52
表4-23校園認同、品牌認同之獨立t檢定52
表4-24校園認同與品牌認同-雙因子變異數分析表52
表4-25校園認同感、品牌認同的邊際平均數52
表4-26年級、校園認同統計表52
表4-27年級、校園認同變異數分析52
表4-28年級、品牌認同統計表52
表4-29年級、品牌認同變異數分析52
表4-30年級、購買意願統計表52
表4-31年級、購買意願變異數分析52
表4-32年級、支持低價格統計表52
表4-33年級、支持低價格變異數分析52
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