臺灣潤滑油品市場近年來隨著全球化、自由化及國內油品市場開放腳步
等內外在環境的變遷，目前整個潤滑油品市場可說是百家爭鳴市況競爭熱絡，
除本土中油國光牌潤滑油外，更吸引全球各大知名潤滑油品牌紛紛在臺設立行
銷據點，外加無數個別通路商自創品牌(OEM)，蕞爾島國品牌數量更是全球首
見，眾多的品牌及產品資訊，往往讓消費者選購商品時不知所措難以抉擇。
在潤滑油實務行銷體驗中，最常被顧客所提及的購買意願評估準則，以
品牌形象、產品知識與價格為主。故本研究將利用多元迴歸分析，探討品牌形
象、產品知識、價格與顧客購買意願之間的關聯；且依不同人口統計變項使用
者，對顧客購買意願進行差異分析。希望歸納結果提出建議，以作為潤滑油業
者在行銷實務上做為擬訂行銷策略之參酌依據。
經由研究結果發現，品牌形象、產品知識及價格對顧客購買意願皆有正
面顯著的影響。而使用者的統計變項差異分析結果發現，不同的統計變項間，
皆不具有顯著差異。對於潤滑油的購買者而言，潤滑油的品牌形象、產品的相
關知識以及價格的訂定才是真正影響潤滑油購買者購買意願的主因。

Taiwan''s lubricant products market in recent years as globalization, liberalization
and opening up the domestic oil market, the pace of such changes in the environment
inside and outside, now the lubricant products market can be said that television news
market conditions, competition heats up, except local Petroleum Licensing lubrication
Guoguang oil, but also to attract the world''s leading oil major brands have set up
marketing offices in Taiwan, plus numerous individual distributors own brand (OEM),
the number of the tiny island nation brand is the world''s first, many of the brand and
product information, often allow consumers to purchase goods at a loss in a dilemma.
Practical marketing experience in the lubricant , the most frequently mentioned
by customers in buying the assessment criteria to brand image, product knowledge
and price-based. This study will use multiple regression analysis of brand image,
product knowledge, price and purchase intention, the relationship between; and users
according to different demographic variables on purchase intention, the differences
were analyzed. That summed the results to make recommendations to the industry as
a lubricant in the marketing practice as a basis for developing marketing strategies up
researches.
It was found, brand image, product knowledge and price on customer purchase
intentions are positive significant impact. The users of statistical difference between
variables was found between different statistical variables, neither has a significant
difference. For buyers of oil, the lubricant brand image, product knowledge, and set
the price of oil is the real impact of the main reason buyers purchase intention.

誌謝……………………………………………………………………………….一
中文摘要...........................................................二
英文摘要...........................................................三
論文目錄...........................................................四
圖目錄.............................................................八
表目錄.............................................................九
第一章：緒論.........................................................1
第一節：研究背景與機...........................................2
第二節：研究目的................................................3
第三節：研究範圍...............................................3
第四節：研究流程與論文結構.....................................4
第二章：文獻回顧....................................................6
第一節：潤滑油概況..............................................6
一、潤滑油的定義..........................................6
二、市場概況研究..........................................6
三、未來發展..............................................8
第二節：品牌形象...............................................9
一、品牌的定義............................................9
二、品牌形象的定義........................................10
三、品牌形象的分類與特性................................. 11
第三節：產品知識..............................................12
一、產品知識的定義與分類..................................12
二、產品知識的衡量.......................................15
第四節：價格...................................................16
五
一、價格的定義...........................................16
二、知覺價格的定義.......................................17
三、經濟學的價格觀點.....................................19
四、行銷學的價格觀點.....................................20
五、本節小結.............................................21
第五節：消費者行為與顧客購買意願理論...........................21
一、消費者行為的定義.....................................21
二、消費者行為與購買意願理論..............................24
第三章：研究方法...................................................29
第一節：研究架構..............................................29
第二節：研究假說..............................................30
一、潤滑油品牌形象對顧客購買意願的影響....................30
二、潤滑油產品知識對顧客購買意願的影響....................31
三、潤滑油價格對顧客購買意願的影響........................31
四、針對個人基本屬性提出假設..............................32
五、品牌形象與購買意願進行典型相關.......................33
第三節：變數之操作性定義.....................................33
一、品牌形象............................................33
二、產品知識............................................33
三、價格................................................34
四、顧客購買意願........................................34
第四節：問卷設計.............................................35
一、品牌形象............................................35
二、產品知識............................................37
三、價格................................................38
四、顧客購買意願........................................39
六
五、顧客特性變數.........................................40
第五節：研究工具.............................................41
一、問卷設計............................................41
二、問卷前測............................................41
三、效度分析............................................43
四、信度分析............................................48
五、正式問卷............................................49
六、資料分析方法........................................49
第四章 資料分析...................................................57
第一節：樣本基本資料分析.....................................57
第二節：顧客購買意願平均數分析...............................61
第三節：研究假設檢定.........................................61
1.多元迴歸分析..........................................62
2.多元迴歸分析假設檢定..................................62
3.不同性別的顧客對購買意願的差異分析....................68
4.不同年齡層的顧客對購買意願差異分析....................68
5.不同婚姻狀況的顧客對購買意願差異分析..................69
6.不同教育程度的顧客對購買意願差異分析..................70
7.不同年所得的顧客對購買意願差異分析....................70
8.不同職務的顧客對購買意願差異分析......................71
9.不同居住區域的顧客對購買意願差異分析..................72
10.典型相關分析..........................................72
11.研究結果彙整..........................................74
第五章 結論與建
議.................................................................76
第一節：研究結論.............................................76
七
第二節：研究限制.............................................78
第三節：後續研究建議...............................................79
參考文獻...........................................................80
附錄一、「潤滑油品牌形象、產品知識與價格對顧客購買意願」問卷(前測).....89
附錄二、「潤滑油品牌形象、產品知識與價格對顧客購買意願」問卷(正式).....94

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二、中文部分
台灣中油全球資訊網(2009)，網址:
http://www.cpc.com.tw/big5/content/index01.asp?sno=186&pno=108
我的E 政府年鑑(2008) ，網址::
http://www7.www.gov.tw/todaytw/2008/news/ch02/1-2-32-0.html
潤滑油脂採購指南(2006) ，網址:
http://www.oil.net.tw/modules/pip/templates/lbg2006/chapter/1-1.php
王俊欽(2006) ，產品知識、行銷通路對消費者態度及消費者購買意圖之影響-以
台灣生技保健食品為例，國立成功大學企業管理學系專班未出
88
版碩士論文
沈孝思(2006)，品牌形象、知覺品質、知覺價值、顧客滿意度與再購買意願的影
響之研究 ─ 以健康食品為例，國立成功大學高階管理碩士在職
專班未出版碩士論文
林碧霞(2007)，品牌形象及產品知識對購買意願之影響－價格折扣干擾效果之探
討，大同大學事業經營研所未出版碩士論文
陳俊碩(2005)，品牌來源國國家形象、產品知識與產品涉入程度對消費者購買意
願影響之研究－以保險與餐飲服務為例，真理大學管理科學研所
未出版碩士論文
曾忠蕙(2001) ， 價格建構方式.廣告參考物與消費者認知需求對知覺價值與購買
意願影響之研究，實踐大學企業管理研究所未出版碩士論文
楊緒永(2008) ，品牌形象、知覺價值、口碑、產品知識與購買意願之研究─以手
機為例，南華大學企業管理系管理科學碩博士班未出版碩士論文
謝逸君(2004)，產品品牌與產品價格對消費者感官知覺之影響，國立中央大學
企業管理研究所未出版碩士論文
賴俊年(2009)，工業潤滑油購買意願之研究，亞洲大學經營管理學系未出版碩士
論文