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研究生:侯淑雅
研究生(外文):Shu-Ya Hou
論文名稱:品牌形象、品牌關係、顧客知覺價值對精品購買意願之研究-以產品涉入為干擾變項
論文名稱(外文):The Influences between Brand Image, Brand Relationship, Consumer Perceived Value, and Purchase Intention in Boutique-Product Involvement as a Moderator
指導教授:錢士謙錢士謙引用關係
指導教授(外文):Shih - Chien Chien
學位類別:碩士
校院名稱:樹德科技大學
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:108
中文關鍵詞:品牌形象、品牌關係;顧客知覺價值;購買意願;產品涉入
外文關鍵詞:Brand ImageBrand RelationsCustomer Perceived ValuePurchasing IntentionProduct Involvement
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近年來台灣隨著經濟快速發展,家庭平均所得逐步提升,消費者對於心目中理想的精品品牌認知隨之提升;品牌形象替品牌找到一個定位,才能長久的建立品牌價值;另外銷售人員與消費者的關係,不再只是單純的銷售行為,應該更提升至品牌與消費者之間友好的品牌關係;而消費者對精品在心目中的知覺價值將隨著品牌形象和關係的建立,將左右消費者的購買意願。基於此,本研究嘗試探討消費者購買精品的動機,以及產品涉入對於消費者在精品的選擇上是否有所影響作一研究探討。本研究採用問卷調查法,以購買精品的消費者作為研究對象,進行便利抽樣調查,共計回收問卷340份,應用探索性因素分析、驗證性因素分析、路徑分析、階層迴歸分析來探討各構念間的關聯性,研究結果發現除了品牌形象之外,品牌關係和顧客知覺價值對購買意願皆有正向關係;而以產品涉入作為干擾變項時品牌形象、品牌關係、顧客知覺價值對購買意願的間接效果皆不顯著。

With the rapid economic development, the average income of householder in Taiwan has been gradually increased, herewith, consumers for the ideal boutique brand awareness has currently promoted. Accordingly, the relationship between salesmen and consumers becomes complex, expectably, the friendly brand relationship between brand and consumers should be improved in general. In view of the above, the perceived value of consumers in luxury brand, accompany with the brand image and relationship establishment will affect purchase intention. This research attempts to explore consumers’ purchase motivation in luxury goods as well as the product involvement to consumers on the choice in luxury goods. We employed quantitative methodology in this research and conducted 340 effective questionnaires to the consumers who purchase luxury goods. Meanwhile, we use different ways to examine the relations and linkage between the reality and theory. The results of the research have found, in addition to the brand image, there is a positive effect between the brand relations and perceived value on purchase intention. Whereas, there is an indirect effect among brand image, brand relationship and customer perceived value on purchase intention as product involvement as a moderating variable.

摘要 i
誌謝 iii
目錄 v
表目錄 vii
圖目錄 x
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3研究目的 4
1.4研究流程 5
第二章 文獻探討 8
2.1品牌形象 8
2.2品牌關係 13
2.3顧客知覺價值 19
2.4購買意願 25
2.5產品涉入 29
第三章 研究方法 32
3.1涉入理論 32
3.2研究架構與假設 36
3.3研究變數與操作型定義 42
3.4資料收集來源與抽樣 46
3.5 資料分析方法 54
第四章 研究結果與分析 55
4.1回收樣本敘述統計分析 55
4.2信、效度分析 57
4.3 各研究構面之敘述統計 66
4.4 研究變數之相關分析 71
4.5整體模式分析 78
4.6產品涉入干擾效果 83
4.7小結 86
第五章 研究結論與建議 87
5.1研究結論 87
5.2 研究建議 90
5.3 研究貢獻 90
5.4 研究限制 91
參考文獻 92
學術研究問卷 102

表目錄
表2-1 產品涉入構面定義 30
表3-1 品牌形象之操作型定義 42
表3-2 品牌關係之操作型定義 43
表3-3 知覺價值之操作型定義 44
表3-4 購買意願之操作型定義 45
表3-5 產品涉入之操作型定義 45
表3-6 品牌形象之信度分析 47
表3-7 品牌形象修正之信度分析 47
表3-8 品牌關係之信度分析 48
表3-9 品牌關係修正之信度分析 49
表3-10 知覺價值之信度分析 50
表3-11 知覺價值修正之信度分析 51
表3-12 產品涉入之信度分析 52
表3-13 產品涉入修正之信度分析 52
表3-14購買意願之信度分析 53
表3-15購買意願修正之信度分析 53
表4-1 樣本基本資料分析 55
表4-2 品牌形象量表驗證性因素分析 59
表4-3 品牌關係量表驗證性因素分析 60
表4-4 知覺價值量表驗證性因素分析 62
表4-5 產品涉入量表驗證性因素分析 63
表4-6 購買意願量表驗證性因素分析 63
表4-7 各構面契合度分表 64
表4-8 區別效度表 65
表4-9 品牌形象之平均值與標準差 66
表4-10品牌關係之平均值與標準差 67
表4-11知覺價值之平均值與標準差 69
表4-12產品涉入之平均值與標準差 70
表4-13購買意願之平均值與標準差 71
表4-14所有構念之相關性 72
表4-15品牌形象與品牌關係之相關性 72
表4-16品牌形象與知覺價值之相關性 73
表4-17品牌形象與購買意願之相關性 74
表4-18品牌形象與產品涉入之相關性 74
表4-19品牌關係與知覺價值之相關性 75
表4-20品牌關係與購買意願之相關性 76
表4-21品牌關係與產品涉入之相關性 76
表4-22知覺價值與產品涉入之相關性 77
表4-23知覺價值與購買意願之相關性 78
表4-24產品涉入與購買意願之相關性 78
表4-25整體模式契合度分析表 79
表4-26基本的配適標準表 80
表4-27模式配適度評鑑結果摘要表 81
表4-28潛在變項路徑分析結構模型表 81
表4-29產品涉入對品牌形象與購買意願之迴歸分析 83
表4-30產品涉入對品牌形象與購買意願之迴歸模式 83
表4-31產品涉入對品牌關係與購買意願之迴歸分析 84
表4-32產品涉入對品牌關係與購買意願之迴歸模式 84
表4-33產品涉入對知覺價值與購買意願之迴歸分析 85
表4-34產品涉入對知覺價值與購買意願之迴歸模式 85
表4-35本研究假說結果總表 86

圖目錄
圖 1-1 研究流程圖 6
圖 2-1 品牌形象構面 12
圖 2-2 知覺價值形成模式 19
圖 2-3 消費者購買決策過程 26
圖 3-1 涉入概念圖 35
圖 3-2 本研究架構 37
圖 4-1 線性結構模型修正後之實證分析與參數 82



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