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研究生:郭文瑞
研究生(外文):Kuo wen jui
論文名稱:品牌認知與消費文化對購買意圖之研究―以奶粉市場為例
論文名稱(外文):The Study on the Influence of Brand Cognition and Consumer culture on Consumers’Purchasing Intentions - Case study of formula market
指導教授:鄭舜仁鄭舜仁引用關係
指導教授(外文):Cheng Shuenn-Ren
口試委員:戴志璁關復勇
口試委員(外文):Tai Chih-TsungKuan Fu-Yung
口試日期:2012-06-16
學位類別:碩士
校院名稱:正修科技大學
系所名稱:經營管理研究所
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:2012
畢業學年度:100
語文別:中文
論文頁數:65
中文關鍵詞:品牌認知消費文化購買意圖
外文關鍵詞:The brand is cognitiveConsumption cultureBuy the intention
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現今社會健康意識抬頭,消費者也越來越注重養身,對奶粉的選擇除了重視高營養健康、低脂低熱量之外,更特別注重產品的品質及口感,為了迎合消費者的需求,因此提升了業者在市場上的競爭。
研究得知其品牌認知中可知年齡在60歲以上族群相對於其他族群有明顯差異,其可能這族群佔消費市場的大宗,其品牌認知的需求上年紀輕族群來得較大,導致在品牌認知方面重視的程度較高。其次針對問卷調查的結果,大部分的消費者對於品牌認知與消費文化重視的程度很高,顯示出品牌認知與消費文化對於購買意願確有影響。消費者在購買奶粉時,能否呈現奶粉飲用的健康和口感令消費者也心神嚮往最為關鍵。市售的奶粉品牌眾多,各種奶粉更是隨著不同年齡層的推陳出新,業者為了吸引消費者而請來知名藝人替產品代言,容易讓消費者忽略產品使用在自己身上的呈現,與廣告效果可能有所差距。


關鍵字:品牌認知、消費文化、購買意圖
ABSTRACT
People pay more attention to health, they are increasingly focused on body. Consumers select the kind of milk which emphasize higher nutrition, low fat and low calorie and care the quality and taste of products. In favor of consumer demand, the competition raises in the market.
The research shows that brand cognition has the difference in the group of over 60-year old compared to other groups. Consumers over 60-year old are in the majority in the market so brand cognition play an important role in the selection of milk. According to the reseasrch result, most consumers have more importance of brand cognition and consuming culture which affect their purchase intenion. When consumers choose the milk brand, the milk components and taste are the main reason. There are many milk brands in the market. Various milk boom continues with the different ages today. Vendors invite well-known artists for product endorsement in order to attract consumers purchasing milk. Therefore, consumers ignore the diversity of actual nutrients and advertising effects.

Key words: Brand Cognition, Consuming Culture, Purchase Intention
中文摘要---------------------------------------------------i
英文摘要---------------------------------------------------ii
誌謝-------------------------------------------------------iii
目錄-------------------------------------------------------iv
表目錄-----------------------------------------------------v
圖目錄-----------------------------------------------------vi
第一章 緒論------------------------------------------------1
第一節 研究動機與背景-------------------------------1
第二節 研究目的-------------------------------------2
第三節 研究流程-------------------------------------2
第二章 文獻探討--------------------------------------------5
第一節 品牌定義及重要性-----------------------------5
第二節 消費文化相關文獻探討-------------------------10
第三節 購買意圖-------------------------------------21
第三章 研究方法--------------------------------------------27
第一節 研究方法說明---------------------------------27
第二節 研究架構與假設-------------------------------27
第三節 問卷設計-------------------------------------28
第四節 資料分析與統計方法---------------------------29
第四章 實證結果與分析--------------------------------------31
第一節 樣本結構資料分析-----------------------------31
第二節 不同人口統計類別在品牌認知、消費文化與購買意圖研究假說檢定-----------------------------------34
第三節 品牌認知對購買意圖構面研究假說檢定-----------46
第四節 消費文化對購買意圖構面研究假說檢定-----------49
第五章 結論與建議------------------------------------------54
第一節 研究結論-------------------------------------54
第二節 研究建議-------------------------------------55
參考文獻---------------------------------------------------57
附錄 問卷--------------------------------------------------62

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