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研究生:孫任亭
研究生(外文):Sun, Jenting
論文名稱:台灣茶葉的品牌形象、購買意願、產品外部線索之研究-以大陸交換學生購買經驗為例
論文名稱(外文):The Effects Of Extrinsic Cues On The Relationship Between Brand Image And Purchasing Intention-Evidences From Chinese Exchange Students' Perspectives
指導教授:蕭宏金蕭宏金引用關係藍於琛藍於琛引用關係
指導教授(外文):Hsiao, HungchinLan, Yuchen
口試委員:張存金葉上葆蕭宏金藍於琛
口試委員(外文):Chang, TsunjinYeh, ShangpaoHsiao, HungchinLan, Yuchen
口試日期:2012-05-15
學位類別:碩士
校院名稱:義守大學
系所名稱:管理學院管理碩博士班
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:英文
論文頁數:72
外文關鍵詞:Brand ImageExtrinsic CuesPurchasing IntentionChinese Student
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In the 21st century today, tea is getting more and more attention due to its healthy function with the changing of consuming structures and higher living standard. According to the Council of Agriculture of Taiwan’s research (2009), there are over 60 countries that plant tea, and there are over 160 countries that purchase and consume tea, more over, there are over 20 billion people around the world that consume tea and the number is continually growing. According to Ministry of Education in Taiwan, there are a lot of China students come for traveling and studying in a short period, and these students will be trend in the future. Base on that, this is a study of the effects of extrinsic cues on the relationship between brand image and purchasing intention—evidences from Chinese exchange students’ perspectives. This study will take the exchange students from Mainland China in I-shou University as samples. The total number of the samples is 171. Based on brand image, purchasing intention, and extrinsic cues, we conducted descriptive statistics, reliability test, factor analysis, Pearson product-moment correlation coefficient analysis, scalar regression, one-way ANOVA and independent sample t test, and concluded as follows: (1) Brand image of Taiwanese tea has significantly impact on purchasing intention. (2) Extrinsic cues have significantly varieties on purchasing intention. (3) Extrinsic cues disturb significantly between brand image and purchasing intention.
In addition, the study provided explanation for the results as well as its application. Further suggestions include: (1) Highlight the Quality of Taiwanese Tea and Mental Feeling after Purchasing. (2) Make the products lighter and aluminum cans as first choice. (3) Match Products with Selling Strategy.
Chapter1 INTRODUCTION 1
1.1 Research Background and Research Motivation 1
1.2 Research Objectives 2
1.3 Research Questions and Research Method 3
1.3.1. Research Questions 3
1.3.2. Research Method 3
1.4 Research Procedure 3
Chapter2 LITERATURE REVIEW 5
2.1. The Theories of Brand Image 5
2.1.1. The Definition of Brand Image 5
2.1.2. The Meaning of Brand Image 6
2.1.3. The Related Research of Brand Image 8
2.2. The Theories of Purchasing Intention 9
2.2.1. The Definition of Purchasing Intention 9
2.2.3. The Meaning of Purchasing Intention 11
2.2.3. The Related Research of Purchasing Intention 13
2.3. Extrinsic Cues of Products 14
2.3.1 Information Source 14
2.3.2. Packaging Bag 15
2.3.3. Packaging Material 15
2.3.4. Weight 16
2.3.5. Logo 16
2.4. Research Hypothesis 16
2.5. Framework of the Study 17
Chapter3 METHODOLOGIES 18
3.1. Research Design 18
3.2. Questionnaire Design and Scales 18
3.2.1. Brand Image 18
3.2.2. Purchasing Intention 20
3.2.3. Extrinsic Cues 21
3.2.4. Demographics 23
3.3. Sampling Design 23
3.3.1. Pre-Test 24
3.4. Reliability and Factor Analysis 24
3.4.1. Brand Image 25
3.4.2. Purchasing Intention 26
3.4.3. Reliability Analysis of Scale 27
3.5. Data Analysis 28
3.5.1. Reliability Analysis 28
3.5.2. Descriptive Analysis 28
3.5.3. Pearson Product-Moment Correlation 28
3.5.4. Hierarchical Regression 28
3.5.5. Independent Sample t-test 28
3.5.6. One-Way ANOVA 29
Chapter4 Result 30
4.1 Descriptive Statistics 30
4.1.1. Gender 30
4.1.2. Financial Support from Parents 30
4.1.3. Habit of Drinking Tea 30
4.1.4. Habit of Purchasing Tea as Gifts 31
4.1.5. Living Province 31
4.2 Pearson Correlation Analysis 33
4.3 Results of Regression Analysis 33
4.3.1. The Effects of Brand Image of Taiwanese tea to Purchasing Intention 33
4.3.2. The Moderating Effects of Extrinsic Cues between Brand Image and Purchasing Intention 35
4.4 Results of t-test 36
4.4.1. The Differences of Different Information on Package to Purchasing Intention 36
4.4.2. The Differences of Different Materials to Purchasing Intention 37
4.5 Result of ANOVA Analysis 37
Chapter5 Conclusion and Suggestions 39
5.1 Conclusion 39
5.1.1. Brand Image of Taiwanese Tea has significantly Affected Purchasing Intention 39
5.1.2. There are Differences of Extrinsic Cues to Purchasing Intention 39
5.1.3. There are Moderating Effects of Extrinsic Cues between Brand Image and Purchasing Intention 39
5.2 Suggestions for Business of Taiwanese Tea 40
5.2.1. Highlight the Quality of Taiwanese Tea and Mental Feeling after Purchasing 40
5.2.2. Make the Products Lighter and Aluminum Cans as First Choice 41
5.2.3. Match Products with Selling Strategy 41
5.3 Suggestions for Further Researches 41
5.3.1. Framework of Study 41
5.3.2. Methodology 42
5.3.3. Vertical Research 42
Bibliography 43
Appendix A The Effects of Extrinsic Cues on the Relationship between Brand Image and Purchasing Intention--Evidences from Chinese Exchange Students’ Perspectives. (Pre-test Questionnaire)47
Appendix B 台灣茶葉的品牌形象、購買意願、產品外部線索之研究-以大陸交換學生購買經驗為例(預試問卷)52
Appendix C The Effects of Extrinsic Cues on the Relationship between Brand Image and Purchasing Intention--Evidences from Chinese Exchange Students’ Perspectives. (Formal Questionnaire)56
Appendix D 台灣茶葉的品牌形象、購買意願、產品外部線索之研究-以大陸交換學生購買經驗為例(正式問卷)61
List of Tables
TABLE 2.1. THE DEFINITION OF BRAND IMAGE 6
TABLE 2.2. THE DEFINITION OF CONSUMER BEHAVIOR 11
TABLE 3.1 THE DIMENSIONS AND MEASUREMENTS OF BRAND IMAGE 20
TABLE 3.2 THE DIMENSIONS AND MEASUREMENTS OF PURCHASING INTENTION 21
TABLE 3.3 RELIABILITY ANALYSIS OF PRETEST 24
TABLE 3.4 THE RESULT OF BRAND IMAGE’S FACTOR AND RELIABILITY ANALYSIS 26
TABLE 3.5 THE RESULT OF PURCHASING INTENTION ON FACTOR AND RELIABILITY ANALYSIS 27
TABLE 3.6 RELIABILITY ANALYSIS OF QUESTIONNAIRE 27
TABLE 4.1 THE LIST OF DESCRIPTIVE STATISTICS 32
TABLE 4.2 PEARSON CORRELATION SCALE OF VARIABLES 33
TABLE 4.3 REGRESSION ANALYSIS OF BRAND IMAGE AND PURCHASING INTENTION 34
TABLE 4.5 REGRESSION ANALYSIS OF EXTRINSIC CUES BETWEEN BRAND IMAGE AND PURCHASING INTENTION 36
TABLE 4.7 THE DIFFERENCES OF DIFFERENT INFORMATION ON PACKAGE TO PURCHASING INTENTION 37
TABLE 4.8 THE DIFFERENCES OF DIFFERENT MATERIALS TO PURCHASING INTENTION 37
TABLE 4.9 THE DIFFERENCES OF DIFFERENT WEIGHTS TO PURCHASING INTENTION 38
TABLE 5.1 RESULT OF HYPOTHESIS ANALYSIS 40
List of Figure
FIGURE1.1 THE PROCESS OF THE RESEARCH 4
FIGURE2.1. BRAND IMAGE STRUCTURE FROM BIEL (1992)7
FIGURE2.2 THE CONCEPTUAL STRUCTURE OF BRAND IMAGE FROM PARK, JARWORSKI AND MACINNIS (1986)8
FIGURE2.3 THE CATEGORIZED BRAND SOURCE CONCEPTS FROM 王德剛 (1997)8
FIGURE2.4 CONTINUOUS DIMENSIONS OF CONSUMERS’ CHARACTERISTICS FROM REYNOLDS (1997)12
FIGURE2.5 THE MODE OF CONSUMER BEHAVIOR FROM KOTLER (2001)12
FIGURE2.6 THE MODE OF CONSUMER BEHAVIOR FROM KOTLER (2006)13
FIGURE2.7 FRAMEWORK OF THE STUDY 17
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