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研究生:邱韋翰
研究生(外文):Wei-han Chiu
論文名稱:品牌形象、品牌知名度與涉入程度對消費者購買意願之影響-以iPhone 手機為例
論文名稱(外文):The Effect of Brand Image, Brand Awareness and Involvement on Consumer Purchase Intentions – Take iPhone as an Example.
指導教授:葛維鈞葛維鈞引用關係
指導教授(外文):Wei-chun Ko
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:2012
畢業學年度:100
語文別:中文
論文頁數:142
中文關鍵詞:涉入程度品牌知名度品牌形象購買意願
外文關鍵詞:InvolvementBrand AwarenessPurchase IntentionsBrand Image
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由於現今消費者購買型態之變化,品牌的考慮在消費者購買行為中,已佔有很高的因素,而企業也逐漸意識到建立品牌的重要性,品牌的成功與否代表著公司的商譽、文化與經營管理的成效。廣義來說,品牌便是企業整體的競爭能力。
本研究旨在探討消費者在品牌形象、品牌知名度與涉入程度的相互影響之下,對於購買意願有何影響。採用便利抽樣的方式抽取台中與台北地區共260份問卷,有效問卷為235份,並使用結構方程模式進行資料的分析、與驗證。經由統計分析後,得出下述結果:(1)品牌知名度對品牌形象有顯著影響;(2)品牌形象對購買意願有顯著影響;(3)品牌知名度對購買意願有顯著影響;(4)品牌形象會透過涉入程度的中介效果,部份影響消費者的購買意願;(5)品牌知名度會透過涉入程度的中介效果,部份影響消費者的購買意願;(6)品牌知名度會透過品牌形象的中介效果,完全影響消費者的購買意願。(7)不同消費者特性,對於品牌形象、品牌知名度、涉入程度與購買意願有部份差異。
根據研究結果,建議企業應先建立廣大的品牌知名度,以利於塑造良好的品牌形象,並根據不同年齡層之消費者特性,提供消費者完整的產品資訊,方能使消費者提升購買意願。
Due to the changes of modern consumption patterns, brand has become a very important factor in consumption ehavior. Enterprises are also gradually aware of the importance of establishing their own brands. Whether a brand is successful or not represents the reputation, the culture, and the effect of management of a company. In general, a brand stands for the competitiveness of an enterprise.
The research studies the purchase intentions of consumers when brand image, brand awareness, and involvement come into influence. Convenience sampling was used in this research 260 questionnaires were delivered in Taichung and Taipei and among which 235 were valid. Data was analyzed and verified by structural equation model. The following are the results of analysis: (1) Brand awareness has significant effect on brand image. (2) Brand image has significant effect on purchase intentions. (3) Brand awareness has significant effect on purchase intentions. (4) Brand image partially affects consumers’purchase intentions through the mediator of involvement. (5) Brand image partially affects consumers’ purchase intentions through the mediator of involvement. (6) Brand image fully affects consumers’ purchase intentions through the mediator of brand awareness. (7) Different consumer characteristics have partial differences on brand image, brand awareness, involvement, and purchase intentions.
Based on research results, it is suggested that enterprises should build well-know brand awareness first in order to establish good brand image. In addition, providing complete product information according to characteristics of consumers of different ages will stimulate their purchase intentions.
摘要..................................................... I
Abstract................................................ II
謝誌 .................................................. III
目錄 ................................................... IV
表目錄 ................................................. VI
圖目錄 ................................................. IX

第壹章 緖論 ............................................. 1
第一節 研究背景與動機 .................. ................ 1
第二節 研究目的 ......................................... 3
第三節 研究流程 ......................................... 4

第貮章 文獻探討 ......................................... 6
第一節 智慧型手機 ...................... ................ 6
第二節 品牌形象 ............................ ........... 9
第三節 品牌知名度 ...................................... 17
第四節 涉入程度 ........................................ 22
第五節 消費者購買意願 .................................. 33
第六節 各變數間之關係 .......... ....................... 45

第參章 研究方法 ........................................ 49
第一節 研究架構 ........................................ 49
第二節 研究假設 ........................................ 51
第三節 研究變數與操作型定義 ............................ 53
第四節 問卷設計與問卷前測 .............................. 58
第五節 資料分析方法 .................................... 63

第肆章 研究分析與結果 .................................. 67
第一節 敘述性統計分析 .................................. 67
第二節 信度與效度分析 .................................. 72
第三節 整體模式分析 .................................... 82
第四節 人口統計變項與各變數間之差異性分析 ............. 110

第伍章 結論與建議 ..................................... 118
第一節 結論 ........................................... 118
第二節 研究建議 ....................................... 125
第三節 研究限制 ....................................... 129
參考文獻 .............................................. 130
附錄一 ................................................ 139

表目錄
表2-1 智慧型手機定義彙整 ...................................... 7
表2-2 品牌形象定義彙整 ....................................... 11
表2-3 品牌知名度定義彙整 ..................................... 19
表2-4 以對象區分涉入種類定義表 ............................... 26
表2-5 以本質區分涉入種類定義表 ............................... 28
表2-6 涉入程度定義彙整表 ..................................... 29
表2-7 Zaichkowsky 的PII 量表 ................................. 31
表2-8 Zaichkowsky 的RPII 量表 ................................ 32
表2-9 購買意願定義彙整 ....................................... 39
表3-1 品牌形象之操作型定義與衡量題項 ......................... 54
表3-2 品牌知名度之操作型定義與衡量題項 ....................... 55
表3-3 涉入程度之操作型定義與衡量題項 ......................... 56
表3-4 涉入程度之操作型定義與衡量題項 ......................... 57
表3-5 問卷設計內容 ........................................... 59
表3-5 問卷設計內容(續) ..................................... 60
表3-6 品牌形象前測分析 ....................................... 61
表3-7 品牌知名度前測分析 ..................................... 62
表3-8 涉入程度前測分析 ....................................... 62
表3-9 購買意願前測分析 ....................................... 63
表4-1 樣本分佈情形 ........................................... 68
表4-2 品牌形象敘述性統計分析 ................................. 69
表4-3 品牌知名度敘述性統計分析 ............................... 70
表4-4 涉入程度敘述性統計分析 ................................. 71
表4-5 購買意願敘述性統計分析 ................................. 71
表4-6 品牌形象信度分析 ....................................... 73
表4-7 品牌知名度信度分析 ..................................... 74
表4-8 涉入程度信度分析 ....................................... 75
表4-9 購買意願信度分析 ....................................... 75
表4-10 品牌形象收斂效度測量模式 .............................. 77
表4-10 品牌形象收斂效度測量模式(續) ........................ 78
表4-11 品牌知名度收斂效度測量模式 ............................ 79
表4-12 涉入程度收斂效度測量模式 .............................. 80
表4-13 品牌形象之區別效度 .................................... 81
表4-14 品牌知名度之區別效度 .................................. 82
表4-15 理論架構模式中之變數 .................................. 85
表4-16 SEM 配適指標之判斷標準 ................................ 89
表4-18 品牌形象與購買意願之迴歸係數分析 ...................... 92
表4-19 品牌形象與涉入程度之迴歸係數分析 ...................... 94
表4-20 品牌形象與涉入程度預測購買意願之迴歸係數分析 .......... 96
表4-21 路徑間檢定結果分析 .................................... 97
表4-22 理論結構模式之路徑係數與假說驗證 ...................... 97
表4-23 品牌知名度與購買意願之迴歸係數分析 .................... 99
表4-25 品牌知名度與涉入程度預測購買意願之迴歸係數分析 ....... 102
表4-26 路徑間檢定結果分析 ................................... 103
表4-27 理論結構模式之路徑係數與假說驗證 ..................... 103
表4-28 品牌知名度與購買意願之迴歸係數分析 ................... 105
表4-29 品牌知名度與品牌形象之迴歸係數分析 ................... 106
表4-30 品牌知名度與品牌形象預測購買意願之迴歸係數分析 ....... 108
表4-31 路徑間檢定結果分析 ................................... 108
表4-32 理論結構模式之路徑係數與假說驗證 ..................... 109
表4-33 不同性別消費者對各變數間之t 檢定 ..................... 111
表4-34 不同年齡消費者對各變數間之單因子變異數分析 ........... 112
表4-35 不同教育程度消費者對各變數間之單因子變異數分析 ....... 113
表4-37 不同月所得消費者對各變數間之單因子變異數分析 ......... 116

圖目錄
圖1-1 研究流程圖 .............................................. 5
圖2-1 Keller 之品牌形象架構圖 ................................ 15
圖2-2 Biel 之品牌形象架構圖 .................................. 16
圖2-3 Keller 之品牌知識架構圖 ................................ 20
圖2-4 Zaichkowsky 涉入概念圖 ................................. 25
圖2-5 Howard 消費者決策模型 .................................. 36
圖2-6 消費者決策程序模式 ..................................... 36
圖3-1 研究架構圖 ............................................. 50
圖3-2 研究假設圖 ............................................. 51
圖4-1 理論架構模式 ........................................... 84
圖4-3 品牌形象與涉入程度路徑圖 ............................... 93
圖4-4 品牌形象與涉入程度預測購買意願路徑圖 ................... 95
圖4-5 品牌知名度與購買意願路徑圖 ............................. 98
圖4-6 品牌知名度與涉入程度路徑圖 ............................ 100
圖4-7 品牌知名度與涉入程度預測購買意願路徑圖 ................ 101
圖4-8 品牌知名度與購買意願路徑圖 ............................ 104
圖4-9 品牌知名度與品牌形象路徑圖 ............................ 106
圖4-10 品牌知名度與品牌形象預測購買意願路徑圖 ............... 107
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