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研究生:周群倫
研究生(外文):Chun-Lun Chou
論文名稱:精品品牌之品牌認同與購買意願之研究
論文名稱(外文):A Study of the Brand Identity and Purchase Intention towards Luxury Goods.
指導教授:洪廣朋洪廣朋引用關係
指導教授(外文):Kuang-Peng Hung
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理研究所碩士在職專班
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:103
中文關鍵詞:精品品牌奢侈認知社會影響購買意願品牌認同衝動性購買行為
外文關鍵詞:Brand IdentityPurchase IntentionImpulse Buying BehaviorSocial InfluencePerceptions of Brand Luxury
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精品產業其潛力無窮但也競爭激烈,如何了解精品在其消費族群中的意涵與如何評價精品品牌特質為當前精品業者所面臨之重要課題。本研究採用Vigneron and Johnson (2004)發展出之精品品牌奢侈認知衡量量表,希望將其量表對應消費者驗證其對於精品購買意願和實際購買行為,並且探討社會影響、衝動性購物等構面是否也會對於消費者精品品牌認同度造成影響,並進而探討消費者對於精品名牌的購買意願。本研究採用問卷調查進行實證研究,針對大台北地區消費者進行調查,總共發放1,750份問卷,有效問卷共為1,380份。
本研究獲得以下結果:
1:品牌奢侈認知中的知覺獨特性、知覺品質性、知覺自我延伸性與品牌認同呈現正向關係。
2:社會影響中社會傾向、個人傾向與品牌認同呈現正向關係。
3:品牌奢侈認知中的知覺炫耀性與精品購買意願呈現正向關係。
4:社會影響中社會傾向、個人傾向與與精品購買意願呈現正向關係。
5:品牌認同與精品購買意願呈現正向關係。
6:衝動性購買行為與精品購買意願呈現正向關係。
根據本實證分析結果,本研究提出行銷管理方面的建議,Vigneron and Johnson(2004)所提出的品牌奢侈認知五項構面,目前消費者所對於精品品牌的認同感所最重視的是知覺獨特性、知覺自我延伸性與知覺品質性。傳統消費者購買精品與是用來炫耀他人的觀念已逐漸消失。而消費者購買精品行為亦會受到社會影響與衝動性購買的驅使。也因此精品業者需對於自身品牌與產品加強知覺獨特性、知覺自我延伸性與知覺品質性三項特性,並且加強自身品牌形象與特色的營造。而適當的使自身品牌與產品造成社會話題性與大眾媒體曝光度,也是極為重要的行銷手段。
There is endless potential in luxury goods industry and also with highly competition nowadays. For luxury goods merchants, it is important to know consumers perception of luxury goods and to assess the quality and attributes of luxury brand.
This study used luxury brand awareness measuring scale developed by Vigneron and Johnson in 2004 that corresponds to scale consumers willingness to purchase and to research customer brand recognition and how they are affected by social influence, impulse shopping behavior, and other dimensions. Furthermore, we will discuss consumers purchase willingness toward luxury brand.
This study used a questionnaire survey of empirical research, targeting the Greater Taipei area consumers, a total of 1,750 questionnaires were distributed, for a total of 1,380 valid questionnaires were.
1:Luxury brand awareness of the uniqueness of the perception, perceived quality of the extension of self-perception and brand recognition showed positive relationship.
2:Social impact of social orientation, personal inclination and brand recognition showed positive relationship.
3:Luxury brand awareness in the perceived quality and show off the purchase showed positive relationship.
4:Social impact of social orientation, personal inclination and the purchase of luxury goods showed positive relationship.
5:Luxury brand recognition and purchase willingness showed positive relationship.
6:Impulse buying behavior and luxury brand purchase willingness show positive relationship.
According to results of this empirical analysis, we propose several marketing management suggestions. Among the five dimensions of Measuring Perceptions of Brand Luxury by Vigneron and Johnson (2004), uniqueness of perception, extension of self-perception and perception of quality are the most valuable factors to consumers brand recognition.
The idea of buying luxury goods to show becomes history. Instead, buying luxury goods are driven by society impact and impulse buying. Therefore, luxury goods industry is required to strengthen their own brands and products perceived unique, self-perception and the extension of the perceived quality of the three characteristics, and to strengthen its brand image. And appropriate to their own brands and products create social topics and the mass media exposure, is also extremely important marketing tool.
目 錄
頁次
目錄 Ⅰ
圖目錄 Ⅲ
表目錄 Ⅳ
第一章 緒論 1
1.1 研究背景 2
1.2 研究動機 5
1.3 研究目的 5
1.4 研究流程 6
第二章 文獻探討 8
2.1 精品 8
2.2.1 精品的意義 8
2.2.2 品牌 11
2.2.3 精品品牌 11
2.2 精品品牌奢侈認知 14
2.2.1 奢侈特性 15
2.2.2 品牌奢侈認知衡量 15
2.2.3 Vigneron and Johnson品牌奢侈認知衡量 17
2.3 社會影響 23
2.3.1 從眾行為 23
2.3.2 社會影響 24
2.3.3 社會傾向/個人傾向 26
2.4 衝動性購買行為 29
2.4.1 衝動性購買行為定義 29
2.4.2 衝動性購買行為分類 30
2.4.3 影響消費者衝動性購買行為的因素與相互關係 31
2.5 品牌認同 33
2.5.1 認同的定義與概念 33
2.5.2 品牌認同的定義與概念 34
2.6 購買意願 35
2.6.1 意願的定義與概念 35
2.6.2 購買意願的定義與相關影響因素 35
第三章 研究方法 37
3.1 研究架構 37
3.2 研究假說 38
3.3 研究變數之定義與衡量 40
3.4 問卷設計與抽樣設計 46
3.5 資料處理與統計方法 48
第四章 研究結果 50
4.1 研究對象基本分析 50
4.2 因素分析 53
4.3 信度與效度檢定 56
4.4 各變數之相關性分析 59
4.5 各變數的關聯程度分析 61
4.6 各品牌之差異分析 63
4.7 人口統計變項之差異分析 65
4.8 假說驗證結果 75
第五章 結論與建議 76
5.1 研究結論 76
5.2 管理意涵與行銷建議 77
5.3 研究限制與未來研究建議 79
參考文獻 81
一、 英文部份 81
二、 中文部份 87
附錄一 正式問卷 89
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二、中文部分
1.王玟茵,「組合價格促銷、產品訊息內容對衝動性購買行為之影響」,國立高雄第一科技大學行銷與流通管理系未出版之碩士論文,民國93年6月。
2.王信孚,「消費者物質主義與與社會影響易感受性對衝動性購買之影響:信用卡使用之調節角色」,國立東華大學企業管理研究所未出版之碩士論文,民國93年6月。
3.王湘盈,「從眾行為之個人影響因素及其決策過程分析」,國立東華大學/國際經濟研究所未出版之碩士論文,民國92年6月。
4.王瓊慧,「組織與品牌認定、認同及員工效能之關係-以國內休閒服飾零售業賣場人員為對象」,國立中山大學人力資源管理研究所未出版之碩士論文,民國92年7月。
5.江嘉珍,「精品消費-女性的體驗」,私立中國文化大學公共關係暨廣告學系未出版之碩士論文,民國95年1月。
6.吳明隆、涂金堂,SPSS與統計應用分析,台北:五南出版社,民國94年。
7.谷曉茜,「精品業之品牌及組織認定對員工效能的影響」,國立中山大學人力資源管理研究所未出版之碩士論文,民國92年7月。
8.林玉婷,「消費者品牌認同:社會認定與社會學習觀點」,國立高雄第一科技大學行銷與流通管理系未出版之碩士論文,民國95年6月。
9.林羿亨,「萬眾矚目10大名牌隆重揭曉」,BRAND名牌誌,No: 48,民國97年1月號,頁70-92。
10.邱皓政,量化研究與統計分析:SPSS中文視窗版資料分析範例解析,台北:五南出版社,民國95年。
11. 侯玉波、游恆山,社會心理學,台北:五南圖書出版有限公司,民國92年。
12.洪毓穗,「負面報導資訊下,消費者品牌認同、所有權狀態與企業回應策略對品牌態度之影響」,國立臺灣大學商學研究所未出版之碩士論文,民國89年6月。
13.張威龍,「虛榮特性、物質傾向與強迫性購買關係之研究」,國立台北大學企業管理 研究所未出版之博士論文,民國89年12月。
14. 張春興,現代心理學,台北:東華書局,民國80年4月。
15. 張慧琴,「精品市場之進口傢飾消費者行為研究-以國際扶輪社社員為例」,國立中央大學企業管理研究所未出版之碩士論文,民國92年12月。
16.郭黎憶,「精品業經營策略之探討」,國立中正大學企業管理研究所未出版之碩士論文,民國92年6月。
17.陳玉屏,「從品牌利益觀點對品牌信任、品牌情感與品牌關係品質影響之研究-以精品品牌為例」,私立逢甲大學企業管理所未出版之碩士論文,民國95年7月。
18.陳佩汶,「影響消費者選擇精品品牌之因素探討」,國立中央大學企業管理研究所未出版之碩士論文,民國95年6月。
19.陳盈樺,「對精品名牌的態度與購買意願之研究」,淡江大學企業管理研究所未出版之碩士論文,民國95年6月。
20.陳銘慧,「溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響」,國立台灣大學商學研究所未出版之博士論文,民國91年6月。
21.陸洛,「個人取向與社會取向的自我觀:概念、測量、及其適應功能」,行政院國家科學委員會補助專題研究計畫華人本土心理學研究追求卓越延續計畫-子計畫四,民國93年。
22.黃麗婷,「產品情感與自我認同對衝動性購買之影響」,國立東華大學企業管理研究所未出版之碩士論文,民國92年7月。
23.楊國樞,「華人自我的理論分析與實徵研究:社會取向與個人取向的觀點」,行政院國家科學委員會補助專題研究計畫華人本土心理學研究追求卓越延續計畫,民國93年。
24.楊淳聿,「精品品牌奢侈量表建構之研究」,國立政治大學企業管理研究所未出版之碩士論文,民國95年8月。
25.劉維公,風格社會,台北:天下雜誌出版社,民國95年。
26.蔡璧卉,「精品特質、衝動性購買特性、虛榮心對精品購買意願影響之研究」,樹德科技大學經營管理研究所未出版之碩士論文,民國94年6月。
27.簡馨妤「群體情緒感染行為之電腦動畫」,國立清華大學資訊系統與應用研究所未出版之碩士論文,民國96年6月。
28.藍麗娟譯,亞洲名牌聖教,譯自:Radha Chadha and Paul Husband,台北:天下雜誌出版社,民國96年。
29.羅心華,「以整合行銷傳播觀點看購物心情、情緒、商店氣氛與衝動性購買行為之關係-以北市四家百貨公司為例」,國立交通大學傳播研究所未出版之碩士論文,民國95年2月。
30.鐘敏華,「品牌概念、消費者品牌認同程度與產品線延伸策略對品牌評價之影響」,國立臺灣大學商學研究所未出版之碩士論文,民國88年6月。
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