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研究生:周心儀
研究生(外文):Chou Hsin-Yi
論文名稱:知覺價值及產品知識對品牌形象與購買意願關係之干擾效應-以狗食之國際品牌為例
論文名稱(外文):The Moderating Effects of Perceived Value and Product Knowledge on the Relationship between Brand Image and Purchase Intentions-The Case of Global Brand of Dog Food.
指導教授:陳木榮陳木榮引用關係
指導教授(外文):Chen Mu-Jung
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士班
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:2007
畢業學年度:95
語文別:中文
論文頁數:70
中文關鍵詞:知覺寵物價值產品知識知覺產品價值品牌形象購買意願
外文關鍵詞:perceived pet valueproduct knowledgeperceived product valuebrand imagepurchase intentions
相關次數:
  • 被引用被引用:36
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  • 收藏至我的研究室書目清單書目收藏:19
因生活型態不同的改變,由重視物質生活轉為要求精神生活的品質,故寵物在家庭中所扮演的角色也就越來越重要。然而過去文獻在寵物議題上,多著重於現象學、健康醫療及人類、動物間的關係聯結。很少在ㄧ般社會科學上有專心致力於寵物所有權的現象和特定的消費者研究。
在競爭如此激烈的狀況下何種狗食會吸引飼主購買?在本研究中,將知覺價值分為知覺「產品」價值與知覺「寵物」價值來探討。且過去研究未探討產品知識對品牌形象與購買意願關係之干擾作用。故本研究檢視知覺價值、產品知識與品牌形象對飼主之購買意願的影響。
本研究以飼主為研究對象,共回收702份有效問卷。以層級迴歸方法進行分析,結果顯示知覺「寵物」價值與產品知識對品牌形象與購買意願之關係具有干擾效果。最後,本研究亦對研究與管理意涵及未來之研究建議提出討論。
As the lifestyle change, people become more concern the spiritual aspect of life than material aspect. Hence, Pets play more important role in nowadays family. However, regarding the pet’s research in the past, mostly focus on phenomenology, Health and medical and the relationship between human and animal, seldom concentrate on ana-lyzing the phenomenon of pet’s ownership and researching the specific customers.
In such violently competitive market, which kind of dog’s feed was preferable attractive to customer? In this research, which divided the perceived value into perceived “Prod-uct” value and perceived “Pet” value. Due to lack of study to investigate product knowledge moderates the direct effects of brand image on purchase intentions.The re-search examined the influence of perceived value, product knowledge, and brand image on the owner’s purchase intentions.
Using the efficient 702 questionnaires; taking the owners for the object. Hierarchical Regression Analysis was used to analysis these data. The result revealed that Perceived “Pet” value and Product Knowledge moderates the direct effects of brand image on purchase intentions. Finally, we also discuss the implications of all results for further researching and practicing.
中文摘要 .....................iii
英文摘要 .....................iv
致謝辭  .....................v
內容目錄 .....................vi
表目錄  .....................xiii
圖目錄  .....................ix
第一章  緒論...................1
  第一節  研究背景與動機............1
  第二節  研究問題與目的............3
第二章  文獻回顧.................5
  第一節  品牌形象...............5
  第二節  購買意願...............6
  第三節  品牌形象對購買意願之影響.......6
  第四節  知覺產品價值.............7
  第五節  知覺寵物價值.............8
  第六節 知覺產品價值對品牌形象與購買意願之干擾效
       果..................8
  第七節 知覺寵物價值對品牌形象與購買意願之干擾效
       果..................9
  第八節  產品知識...............11
  第九節  產品知識對品牌形象與購買意願之干擾效果12
第三章  研究方法.................14
  第一節  研究架構...............14
  第二節  操作性定義..............14
  第三節  研究設計...............19
第四章  實證結果分析...............23
  第一節  樣本基本資料分析...........23
  第二節  敘述統計與相關係數之分析.......25
  第三節  兩品牌模式差異分析..........28
  第四節  層級迴歸分析.............30
  第五節  主效果模型之修正...........37
第五章  結論與建議................39
  第一節  研究結論...............39
  第二節  研究意涵...............41
  第三節  管理意涵...............42
  第四節  研究限制與建議............43
參考文獻 .....................44
附錄A 前測問卷....................61
附錄B 研究問卷....................66
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