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研究生:秦孝華
研究生(外文):Chin, Hsiao-hua
論文名稱:品牌形象與消費者涉入對品牌購買行為影響之研究
論文名稱(外文):The Effect of Brand Image and Consumer Involvement on Brand Purchase Behavior
指導教授:梁世安梁世安引用關係
指導教授(外文):Liang, Shih-an
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2006
畢業學年度:94
語文別:中文
論文頁數:69
中文關鍵詞:品牌形象消費者涉入購買行為驗證性因素分析階層回歸分析
外文關鍵詞:Brand ImageConsumer InvolvementPurchase Behaviorconfirmatory factor analysishierarchical multiple regression analysis
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一直以來,品牌形象被認為是行銷中重要的一環,許多學者紛紛提出關於品牌形象的研究與見解,品牌形象對消費者購買行為的影響也愈益受到重視。然而,過去大多數的研究,都僅著重於品牌形象中各種利益與消費者的關係,而少有人同時探討品牌形象來源對消費者行為的影響。因此,本研究根據文獻探討的結果,將品牌形象劃分為產品形象、企業形象、國家形象與使用者形象等四個子構面,分別探討它們對消費者購買行為的衝擊。此外,由於消費者涉入將影響消費者對品牌形象的認知,因此在研究中加入消費者涉入為干擾變數,探究其干擾效果為何。研究中根據過去的相關文獻發展各構面的衡量量表,並以數位相機的使用者為研究對象,透過轉寄電子郵件及街頭訪問的方式發放問卷,最後使用驗證性因素分析及階層迴歸分析檢定模型的適配度與顯著性。研究結果發現:
(1)在品牌形象的子構面中,除了企業形象中的社會責任形象對購買行為的影響不顯著外,其餘各子構面皆對消費者購買行為有顯著的正向影響。
(2)消費者涉入程度的提高,將使品牌的產品功能形象、國家形象及使用者形象產生顯著的強化效果,且弱化產品象徵形象對購買行為的影響。
Brand image have been considered as an important part in marketing for recent years. Many scholars paid attention on the influence of brand image to consumer purchase behavior and made researches about it. Although there are many literatures, most of them are focus on the relationship between consumers and the benefits of brand image. According to the literatures, this study separates the construct of brand image into four sub-constructs: product image, corporate image, country image and the image of user, and attempts to find out if they would impact the consumer behavior. Consumer involvement was treated as a moderator because it will affect consumer’s perception of brand image. The study uses both email and street survey to collect data and the subjects are digital camera users. Then, we use confirmatory factor analysis and hierarchical multiple regression analysis to test the fitness and significant of model. To result of the research were found: 1.most of the sub-constructs of brand image had positive effects on consumer purchase behavior, 2.consumer involvement had moderate effect on product image, country image, and image of user.
目次 I
圖次 II
表次 III
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第二章 文獻探討 4
第一節 品牌形象 4
第二節 消費者涉入 15
第三節 購買行為 24
第三章 研究設計 29
第一節 研究架構 29
第二節 研究假說 29
第三節 變數定義與衡量 32
第四節 問卷與抽樣設計 36
第五節 資料分析方法 38
第四章 實證分析 41
第一節 敘述性統計分析 41
第二節 信度與效度分析 42
第三節 假說檢定 47
第四節 討論 51
第五章 結論與建議 57
第一節 研究結論 57
第二節 研究限制與未來發展 59
參考文獻 61
一、中文部份 61
二、英文部分 61
三、網路部份 66
附錄--問卷 67
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三、網路部份
1. 美國行銷協會,http://www.marketingpower.com/。
2. 國際數據資訊台灣分公司,http://www.idc.com.tw/。
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