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研究生:張育瑄
研究生(外文):Chang, Yuhsuan
論文名稱:企業形象、廣告訴求和消費者屬性對消費者購買意願影響之研究-以化妝品品牌為例
論文名稱(外文):The Effect of Corporate Image, Advertising Appeal, and Consumer Attribute on Consumer Purchase Intention–Take Cosmetic Brands for Example
指導教授:丁瑞華丁瑞華引用關係
指導教授(外文):Ting, Juihua
口試委員:丁瑞華鄭靜宜汪志堅林隆儀
口試日期:2012-06-14
學位類別:碩士
校院名稱:輔仁大學
系所名稱:織品服裝學系
學門:民生學門
學類:服飾學類
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:85
中文關鍵詞:企業形象廣告訴求消費者屬性購買意願
外文關鍵詞:Corporate ImageAdvertising AppealConsumer AttributePurchase Intention
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企業形象(corporate image)是指社會大眾對企業所產生的一種主觀態度、感覺和印象。藉由企業形象的建立,進而培養品牌權益與品牌形象之無形資產,更是行銷策略上重要的關鍵。Loudon and Della(1993)認為企業形象會強烈影響人們對該企業的看法,進而影響人們產生的購買意願及購買產品之決策。化妝品品牌透過各種行銷方式來傳達不一樣的企業形象。因此,在不同的化妝品品牌各自塑造其產品及企業形象時,本研究想了解企業品牌塑造出來不同的企業形象是否能影響消費者的購買意願。
本研究以實驗設計之方式進行,根據SPSS 17.0分析,分別測出信度、描述性統計及ANOVA檢定,結果顯示,企業形象與廣告訴求及企業形象與消費者屬性之交互作用下分別對於消費者購買意願有顯著的影響。

研究結果顯示,企業形象、廣告訴求及消費者屬性分別對於消費者購買意願之影響無顯著的差異;而企業形象與廣告訴求對於消費者購買意願、企業形象與消費者屬性對於消費者購買意願分別都有顯著的差異,可得知當各個變項的交互效果下對於消費者購買意願是有影響的。

Corporate image refers to the community is a subjective enterprise attitude, feelings and impressions. By creating their corporate image to cultivate brand equity and brand image is the key to marketing strategy. According to Loudon and Della (1993), corporate image would strongly influence people's view to the enterprise, thereby affecting the consumer purchase intention generated by the people. Cosmetics brand use various marketing methods to convey their corporate image.
Therefore, different cosmetics brands would use different way to shape their products and corporate image. This study was to understand whether the corporate brand shaped by a variety of corporate image could affect consumers' purchase intention or not.
In this study, we used experimental design to do the research. The results were measured by SPSS 17.0 and analysis methods are such as reliability, descriptive statistics result and ANOVA test. The results showed that the corporate image, advertising appeals, and consumer attributes were not related to consumer purchase intention separately. There were no significant differences between each of them. However, corporate image and advertising appeals for consumer purchase intention, corporate image and consumer attributes for consumer purchase intention, respectively had significant differences between each other. After the research and analysis, we learned that when under the effect of the interaction of various variables, they did have impact to consumers' purchase intention.

論文認可頁 -----------------------------------------------------------------------------i
碩士論文上網授權書 -----------------------------------------------------------------ii
版權頁 -----------------------------------------------------------------------------------iii
中文論文摘要 --------------------------------------------------------------------------iv
英文論文摘要 --------------------------------------------------------------------------v
誌謝 --------------------------------------------------------------------------------------vii
目錄 --------------------------------------------------------------------------------------viii
圖目錄 -----------------------------------------------------------------------------------x
表目錄 -----------------------------------------------------------------------------------xi
附錄 --------------------------------------------------------------------------------------xiii
第一章 緒論 ---------------------------------------------------------------------------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

第二章 文獻探討 ---------------------------------------------------------------------5
第一節 企業形象 ----------------------------------------------------------5
第二節 廣告訴求 ----------------------------------------------------------9
第三節 消費者屬性 -------------------------------------------------------14
第四節 消費者購買意願 -------------------------------------------------17

第三章 研究方法---------------------------------------------------------------------20
第一節 研究架構 ---------------------------------------------------------20
第二節 研究假設 ---------------------------------------------------------21
第三節 研究變數與操作性定義 ---------------------------------------25
第四節 研究設計 ---------------------------------------------------------30

第四章 研究分析與結果 -----------------------------------------------------------40
第一節 描述性統計 ------------------------------------------------------40
第二節 信度分析 ---------------------------------------------------------42
第三節 假設檢定 ---------------------------------------------------------44

第五章 結論與建議 -----------------------------------------------------------------50
第一節 研究結論 ---------------------------------------------------------50
第二節 研究貢獻 ---------------------------------------------------------55
第三節 研究限制與建議 ------------------------------------------------56

參考文獻 ------------------------------------------------------------------------------57
附錄 ------------------------------------------------------------------------------------63

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