跳到主要內容

臺灣博碩士論文加值系統

(3.237.6.124) 您好!臺灣時間:2021/07/24 04:46
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:蕭翰承
研究生(外文):Hsiao Han Cheng
論文名稱:產品知識對品牌權益與消費者購買意願關係之干擾效應-以全球手機品牌為例
論文名稱(外文):The Moderating Effect of Product Knowledge on the Relationship between Brand Equity and Consumers' Purchase Intention-The Case of Global Mobile Phone Brand
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:63
中文關鍵詞:品牌權益購買意願產品知識
外文關鍵詞:brand equitypurchase intentionproduct knowledge
相關次數:
  • 被引用被引用:6
  • 點閱點閱:176
  • 評分評分:
  • 下載下載:0
  • 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)與購買意願(purchase intention)之關係,並透過產品知識(product knowledge)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之消費者作為樣本對象,總計回收樣本數為518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,產品知識對於品牌權益與購買意願關係之干擾效果成顯著且負向之關係。
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 Brand Equity as the independent variable to study the relationship between Brand Equity and Purchase Intention. In the mean time, by utilizing the Product Knowledge as moderate mechanism, this study further clarify the relationship between the said two variables.
Samples of this study were collected from the consumers in Taiwan area. Total sample size was 518 consumers. According to the analysis done under hierarchical regression model, noticeable positive impact derived from the brand equity to the purchase intention was confirmed. Moreover, remarkable and negative relationship between interference effect of product knowledge to the relationship between brand equity and 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................ 2
第三節 研究範圍................ 4
第二章  文獻探討.................. 5
  第一節  品牌權益................ 5
第二節 品牌知識................ 9
第三節 購買意願................ 12
第四節 推論與假設............... 13
第三章 研究方法.................. 16
第一節 研究架構................ 16
第二節 品牌權益之衡量............. 17
第三節 產品知識之衡量............. 20
第四節 購買意願之衡量............. 23
第五節 資料分析方法.............. 23
第四章 資料分析.................. 26
  第一節  問卷回收狀況.............. 26
第二節 敘述性統計............... 26
第三節 驗證性因素分析............. 27
第四節 層級迴歸................ 35
第五章 結論與建議................. 39
  第一節  研究結論................ 39
  第二節  管理意涵................ 40
  第三節  理論意涵................ 40
  第四節  研究限制................ 41
  第五節  未來研究建議.............. 41
參考文獻 ...................... 42
附錄  研究問卷................... 52
一、中文部分:

王蓉莉(2001),消費者對組合產品的知覺評估-以產品知識、產品涉入為調節變數,義守大學管理研究所未出版之碩士論文。

巫建輝(2006),品牌評價隊代言人可信度與購買意願之干擾效應-以華人地區消費者為例,大葉大學國際企業管理學系未出版之碩士論文。

李茂能(2006),結構方程模式軟體Amos之簡介及其在測驗編制上之應用,台北:心理出版社。

邱浩政(2000),量化研究與統計分析,台北:五南圖書出版。

林震岩(2006),多變量分析:SPSS的操作與應用,台北:智勝文化事業出版。

吳佩倫(2001),服務品牌權益、消費者涉入與顧客再惠顧意願間關係之研究-以保險服務業為例,高雄第一科技大學行銷流通管理系未出版之碩士論文。

周其鋒(2005),母公司策略行為對子公司自主權之影響-兼論子公司興業傾向與子公司經理人社會資本之干擾效應,大葉大學國際企業管理學系未出版之碩士論文。

陳順宇(2007),結構方程式-Amos操作,台北:心理出版社。

楊世瑩(2005),SPSS統計分析實務,台北:旗標出版社出版。

陳振燧(2001),從品牌權益觀點探討品牌延伸策略,輔仁管理評論,8(1),33-56。

張茂嵩(2003),契合度與產品知識對品牌策略效果之影響,政治大學企業管理學系未出版之碩士論文。

程新雨(2001),產品屬性、產品知識、認知需求對消費者反遞移律決策行為之影響,台灣大學商學研究所未出版之碩士論文。

賴榮宗(2001),服務補救、顧客滿意與品牌權益之關係研究,中國文化大學國際企業管理研究所未出版之碩士論文。

臧魯望(2003),品牌權益、顧客滿意與消費者購買行為之關係-以加油站為例,朝陽科技大學企業管理系未出版之碩士論文。

二、英文部分:

Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.

Aaker, D. A. (1996a). Building Strong Brand. New York: The Free Press.

Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27-32.

Aaker, D. A. (1996b). Measure brand equity across products and markets. California Management Review, 38, 102-120.

Alba, J., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13, 411-415.

Anderson, Carol H.(1986). Hierarchical moderated regression analysis:A useful tool for retail management decisions. Journal of Retailing, 62(2), 186-203

Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36, 421-458.

Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual strategy, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.

Blackstone, M. (1992). Observations: Building brand equity by managing the brand's relationships. Journal of Advertising Re-search, 32, 78-83.

Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31, 214-228.

Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12 , 1-16

Chang, T. Z., & Wildt, A. J. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22, 16-27.

Chao, P., & Rajendran, K. N. (1993). Consumer profiles and perception: Country-of-origin effects. International Marketing Review, 2, 22-39.

Dick, A., Dipankar, C., & Gabriel, B. (1990). Memory-based inferences during choice. Journal of Consumer Research, 17, 82-93.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28, 307-319.

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior: Dryden Press.

Farquhar, P. H. (1990). Managing brand equity. Journal of Advertising Research, 30, 7-12.

Fishbein, A. J., & Ajzen, L. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research reading. MA: Addison-Wesley.

Fornell, C., & Laker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.

Gaski, J. F., & Nevin, J. R. (1985). The different effect of exercised and unexercised power sources in a marketing channel. Journal of Marketing Research, 22, 130-142.

Hair, J. F., Anderson, R. E., Tathem, R. L., & Black, W. C. (1998). Multivariate data analysis. New Jersey: Prentice-Hall International.

Hu, L., & Bentler, P. (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological Method, 3, 424-453.

Johnson, R. D., & Levin, I. P. (1985). More than meets the eye: The effect of missing information on purchase evaluations. Journal of Consumer Research, 12, 74-81.

Kamakura, W., & Rusell, G. (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, 9-22.

Kanwar, R., Olson, J. C., & Sims, L. S. (1981). Toward conceptualizing and measuring cognitive structures. Advance in Consumer Reaearch, 7, 122-127.

Kelin, J. R., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: An empirical test in the People's Republic of China. Journal of Marketing, 62, 89-100.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.

Kim, P. (1990). A perspective on brands. Journal of Consumer Marketing, 63, 20-30.

Kotler, P. (1996). Marketing management: Analysis, planning, implement, and control. Prentic Hall.

Lasser, W., Mittal, B., & Sharma, A. (1995). Measuring customer-base brand equity. Journal of Consumer Marketing, 12, 11-22.

Lee, J.H., & Scott, D. (2004). Measuring birding specialization: A confirmatory factor analysis. Leisure Science, 26, 245-260.

Leuthesser, L., Kohli, C., & Harich, K. R. (1995). Brand equity: The halo effect measure. European Journal of Marketing, 12, 11-20.

Mahajan, V., Rao, V., & Srivastava, R. K. (1993). An approach to assess the importance of brand equity in acquisition decisions. Journal of Product Innovation Management, 11, 221-235.

Marks, L. J., & Olson, J. C. (1981). Toward a cognitive structure conceptualization of product familiarity. Advance in Consumer Reaearch, 8, 145-150.

Marsh, W. F., & Hocevar, D. (1983). Confirmatory factor analysis of multitrait-mult method matrices. Journal of Educational Measurement, 20, 231-248.

Martin, G. S., & Brown, T. J. (1990). In serach of brand equity: The conceptualization and measurement of the brand impression construct. Chicago, IL: American Marketing Association.

Monroe, K. B. (1976). The influence of price differences and brand familiarity on brand preferences. Journal of Consumer Research, 3, 42-49.

Moore, W. L., & Lehmann, D. R. (1980). Individual differences in serach behavior for a nondurable. Journal of Consumer Research, 7, 296-307.

Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which "Intenders" actually buy? Journal of Marketing Research, 29, 391-405.

Muthukrishnan, A. V., & Weitz, B. A. (1991). Role of product knowledge in evaluation of brand extension. Advance in Consumer Reaearch, 18, 407-413.

Nalamoto, K., MacInnis, D. J., & Jung, H. S. (1992). Advertising claims ad evidence as bases for brand equity and consumer evaluations of brand extensions. New Jersey: Lawrence Erlbaum Associates.

Park, C. W., & Lessig, V. P. (1981). Familiarity and its impact on consumer decision biases and heuristics. Journal of Consumer Research, l8, 223-230

Park, S. C., & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31, 271-288.

Penrose, N. (1989). Valuation of brand names and trademarks, brand valuation: establishing a true and fair view. The Interbrand Group, London, England.

Petty, R. E., & Caccioppo, J. T. (1981). Issue involvement as a moderator of the effects on attitude of advertising content and context. Advance in Consumer Reaearch, 8, 20-24.

Ranagaswamy, A., Burke, R., & Oliva, T. A. (1993). Brand equity and extendibility of brand names. International Journal of Research in Marketing, 10, 61-75.

Rao, A. R., & Monroe, K. B. (1988). The moderating effects of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 15, 253-264.

Rao, A. R., & Sieben, W. A. (1992). The effect of prior knowledge on price acceptability and the type of information examined. Journal of Consumer Research, 19, 256-270.

Ross, W. T. J., & Creyer, E. H. (1992). Making inferences about missing information: The effect of existing information. Journal of Consumer Research, 19, 14-25.

Rudell, F. (1979). Consumer food selection and nutrition information. New York: Praeger.

Russo, J. E., & Johnson, E. J. (1980). What do consumers know about familiar products? Advance in Consumer Reaearch, 7, 17-23.

Simmons, J. C., & Lynch, J. G. J. (1991). Inference effects without inference making? Effects of missing information on discounting and use of presented information. Journal of Consumer Research, 17, 477-491.

Smith, D. C., & Park, C. W. (1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research, 29, 296-313.

Staelin, R. (1978). The effects of consumer education on consumer product safety behavior. Journal of Consumer Research, 5, 30-40.

Sujan, M. (1985). Consumer knowledge: Effects on evaluation strategies mediating consumer judgements. Journal of Consumer Research, 12, 31-46.

Tauber, E. M. (1988). Brand leverage: Strategy for growth in a cost control world. Journal of Advertising Research, 28, 26-30.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top