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研究生:郭世榮
研究生(外文):Shih-Jung Kuo
論文名稱:品牌知識對消費者購買意願之影響---以3C商店為例
論文名稱(外文):A Study on Relationship among the Brand Knowledge and Purchase Intension of Consumer—Take 3C Shops as an Example
指導教授:林孟璋林孟璋引用關係
指導教授(外文):Meng-Jang Lin
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系碩士班
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:2008
畢業學年度:96
語文別:中文
論文頁數:94
中文關鍵詞:品牌形象品牌知名度品牌知識購買意願
外文關鍵詞:brand awarenessbrand knowledgePurchase intentionbrand image
相關次數:
  • 被引用被引用:59
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摘要
流通業的存在,使得商品在傳遞的過程中,不斷的增加商品的附加價值,而近年來台灣家電產業也已逐步由傳統直營商、代理商轉變成連鎖的3C通路商,消費者購買3C產品的選擇考量,除了3C產品本身的品牌考量外,3C通路商的品牌考量也已是消費者參考的重要因素之一;要能在市場中佔有一席之地,成為主要消費族群認同且有購買意願與實際的購買行為,並非容易之事。
本論文想利用消費者對3C通路商的品牌知識探討對消費者購買意願的影響,並以台中縣市、彰化縣及南投縣的全國電子及燦坤3C的消費者為對象,本研究採用量化研究方法,以SPSS統計軟體作為統計分析工具,分析法為:描述性統計、信度分析、因素分析、單因子變異數分析、單因子多變量分析及相關分析。共回收322份問卷,藉以探討關聯性研究,研究結果顯示品牌知識的構成因素有品牌知名度及品牌形象,這二個構面對3C商店的消費者的購買意願都有顯著的影響,3C通路商可藉由提高自身的品牌知名度及品牌形象來提高消費者的購買意願。
Abstract
The existence of circulation industry has resulted in continuously improving the value of product when product was delivered. Recently, electronics industry has been gradually replaced from traditional direct shops and distributors to 3C channel. Furthermore, not only the brand of 3C product but also the brand of 3C channel has become one of important considerations when product was purchased. It is not easy to establish the customers’ identity and have them changed from purchase intention to purchase behavior.
This paper is researching on the influence between 3C brand knowledge and customers'' purchase intention. The research objects are selected from the customers of TK3C and E-life mall who located in Taichung, Changhua or Nantu area. This study has adopted SPSS FOR WINDOWS at the tool for statistical. The analysis methods are including descriptive distribution、reliability analysis、factor analysis、1-way analysis of variance 、multivariate analysis of variance and pearson correlation analysis. There are 322 surveys retrieved for this research. The result indicates that the ingredients of brand knowledge are including brand awareness and brand image, those ingredients are conspicuously affected to purchase intention. 3C channel could attract customer’s purchase intention by increasing their own brand image and brand awareness
目錄
中文摘要 ………………………………………………………… I
英文摘要 ………………………………………………………… II
誌謝 ………………………………………………………… III
目錄 ………………………………………………………… V
表目錄 ………………………………………………………… VII
圖目錄 ………………………………………………………… IX
第壹章 緒論…………………………………………………… 01
第一節 研究背景與動機…………………………………………01
第二節 研究目的…………………………………………………02
第三節 研究對象與範圍…………………………………………03
第四節 研究流程…………………………………………………04

第貳章 文獻探討……………………………………………… 05
第一節 全國電子的發展過程……………………………………05
第二節 燦坤3C的發展過程………………………………………07
第三節 品牌知識之相關文獻……………………………………09
第四節 購買意願之相關文獻……………………………………22

第參章 研究方法……………………………………………… 30
第一節 研究架構…………………………………………………30
第二節 研究假設……………………………………………… 31
第三節 研究變數的操作型定義與衡量……………………… 36
第四節 資料分析方法………………………………………… 41
第五節 問卷前測……………………………………………… 45
第六節 正式問卷形成………………………………………… 51
第七節 擬定抽樣計劃及選取樣本…………………………… 51

第肆章 資料結果分析………………………………………… 53
第一節 信度檢定……………………………………………… 53
第二節 樣本資料描述………………………………………… 53
第三節 品牌知名度與品牌形象的因素分析………………… 57
第四節 人口統計變數與品牌知名度、品牌形象及購買意願關係之分析…………………………………………………………………63
第五節 品牌知名度、品牌形象與購買意願之關係分析……71
第六節 假說結果整理…………………………………………74

第伍章 研究結果與建議……………………………………… 78
第一節 研究結果……………………………………………… 78
第二節 管理意涵……………………………………………… 81
第三節 研究限制及後續研究建議…………………………… 82
參考文獻 …………………………………………………………. 84
附錄: 問卷……………………………………………………. 92

表目錄
表2-1全國及燦坤連鎖店門市分佈……………………………… 07
表2-2全國電子及燦坤3C近年來之營收情形…………………… 09
表3-3-1品牌知名度問卷設計架構……………………………… 37
表3-3-2品牌形象問卷設計架構………………………………… 38
表3-3-3購買意願問卷設計架構………………………………… 40
表3-3-4人口統計變數…………………………………………… 41
表3-4-1KMO因素分析判定………………………………………… 42
表3-4-2因素負荷量選取指標…………………………………… 43
表3-4-3相關係數變項關聯表…………………………………… 45
表3-5-1信度標準摘要表……………………………………………47
表3-5-2品牌知名度量表前測信度…………………………………48
表3-5-3品牌形象前測量表信度……………………………………49
表3-5-4購買意願前測量表信度……………………………………51
表3-7-1全國電子與燦坤營收比例…………………………………52
表3-7-2問卷樣本分配表……………………………………………52
表4-1-1信度檢定……………………………………………………53
表4-2-1全國電子與燦坤樣本數………………………………… 54
表4-2-2居住地分配比例……………………………………………54
表4-2-3樣本性別比例………………………………………………54
表4-2-4樣本年齡分佈………………………………………………55
表4-2-5樣本月收入分佈 ………………………………………… 55
表4-2-6樣本職業分佈………………………………………………56
表4-2-7樣本婚姻分佈………………………………………………56
表4-2-8樣本學歷分佈………………………………………………57
表4-3-1品牌知名度因素分析KMO表……………………………… 57
表4-3-2品牌知名度因素分析表………………………………… 58
表4-3-3品牌形象因素分析KMO表………………………………… 59
表4-3-4品牌形象因素分析表………………………………………60
表4-4-1人口統計變數與品牌知名度單因子多變量分析…………64
表4-4-2品牌知名度單因子變異數分析及事後比較………………65
表4-4-3人口統計變數與品牌形象單因子多變量分析……………67
表4-4-4品牌形象單因子變異數分析及事後比較…………………68
表4-4-5人口統計變數與購買意願之單因子變異數分析…………70
表4-5-1品牌知名度與品牌形象相關係數…………………………71
表4-5-2品牌知名度與購買意願相關係數…………………………72
表4-5-3購買意願與品牌形象相關係數……………………………73
表4-6-1研究假說結果整理…………………………………………74

圖目錄
圖1-4-1研究流程……………………………………………………04
圖2-3-1 keller的品牌知識架構………………………………… 13
圖2-3-2品牌知識次級聯想…………………………………………14
圖2-3-3 Biel的品牌形象架構…………………………………… 19
圖2-3-4Park,Jaworski and MacInnis的品牌形象概念........20
圖2-3-5品牌來源概念分類圖………………………………………21
圖2-4-1 EKB消費者決策模型…………………………………… 25
圖2-4-2 Nicosia Mode…………………………………………… 26
圖2-4-3Howard & Sheth模式…………………………………… 28
圖3-1-1研究架構………………………………………………… 30
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