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研究生:孫元厚
研究生(外文):Sun Yuan-Hou
論文名稱:來源國效果對品牌權益與消費者購買意願關係之干擾效應
論文名稱(外文):The Moderating Effect of Country of Origin Effect on the Relationship between Brand Equity and Consumer's Purchase Intention
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:65
中文關鍵詞:品牌權益消費者購買意願來源國效果
外文關鍵詞:brand equityconsumer''s purchase intentioncountry of effect
相關次數:
  • 被引用被引用:11
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  • 評分評分:
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  • 收藏至我的研究室書目清單書目收藏:0
面對消費者追求個人化及差異化的時代,品牌已成為企業最具競爭力及影響力的資產之一時,左右顧客消費的考量因素不再僅著重於產品功能,品牌亦成為一大考量因素;而品牌權益之意涵涵蓋了消費者對於品牌之整體觀感及態度,如何建立更高的品牌權益實為品牌經營者之重大課題。為擴展品牌權益的知識領域,本研究以品牌權益為自變項,探討品牌權益(brand equity)與消費者購買意願(consumer's purchase intention)之關係,並透過來源國效果(country of origin effect)干擾機制作用,以進一步釐清此二變數之關係。
  本研究是以台灣地區手機消費之消費者作為樣本對象,總計回收樣本數為503份,透過階層回歸模式之整體分析結果顯示,品牌權益對購買意願產生顯著之正向影響,此外,來源國效果對於品牌權益與消費者購買意願之干擾效果成顯著且正向之關係。
In this era that consumers pursue after personalized, differentiated products, and brand power is taken as the most competitive, effective asset, product function is no longer the only issue that would influence the consumer’s behavior. Brand, becomes another important variable. Brand equity covers the whole conception and attitude that consumer holds to a brand. How to establish higher brand equity is now a critical issue to every brand managing executives.
In order to further develop the knowledge of Brand Equity, this study used the relationship between Brand Equity and Consumer’s Purchase Intention. In the mean time, by utilizing the Country of Origin Effect as moderate mechanism, this study further clarify the relationship between the said two variables.
Samples of this study were collected from the consumers who ever conducted purchase behavior in Taiwan area. Total sample size was 503 consumers. According to the analysis done under hierarchical regression model, noticeable positive impact derived from brand equity to the consumer’s purchase intention was confirmed. Moreover, remarkable and positive relationship between interference effect of country of origin effect to brand equity and consumer’s purchase intention was also affirmed.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
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............... 4
第二章  文獻探討................. 5
第一節  品牌權益............... 5
第二節  來源國效果.............. 9
第三節  消費者購買意願............ 12
第四節  假說推導............... 13
第三章  研究方法................. 15
第一節  研究架構............... 15
第二節  品牌權益衡量............. 15
第三節  來源國效果衡量............ 20
第四節  購買意願............... 22
第五節  抽樣與問卷發放............ 23
第六節  資料分析............... 23
第四章  資料分析................. 26
第一節  敘述性統計.............. 26
第二節  驗證性因素分析............ 27
第三節  層級迴歸分析............. 34
第五章  結論與建議................. 38
第一節  研究結論............... 38
第二節  管理意涵............... 39
第三節  理論意涵............... 40
第四節  研究限制............... 40
第五節  未來研究建議............. 41
參考文獻 ..................... 42
附錄  研究問卷.................... 54
參考文獻

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