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研究生:林尚毅
研究生(外文):Shang-Yi Lin
論文名稱:品牌權益、品牌偏好與購買意圖關係之研究:以電子口碑為干擾變數
論文名稱(外文):The Impact of Brand Equity on Brand Preference and Purchase Intention: The Moderating Effect of eWOM
指導教授:蔡瑤昇蔡瑤昇引用關係
口試委員:廖森貴林孟彥
口試日期:2012-06-20
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系碩士班
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:44
中文關鍵詞:品牌權益電子口碑品牌偏好購買意圖
外文關鍵詞:brand equityeWOMbrand preferencepurchase intention
相關次數:
  • 被引用被引用:10
  • 點閱點閱:693
  • 評分評分:
  • 下載下載:186
  • 收藏至我的研究室書目清單書目收藏:0
本研究依據品牌權益因果的架構,探討品牌權益對品牌偏好及購買意圖的關係,並進一步推論其中是否有干擾效果的影響。根據搜尋與調整理論可發現在眾多干擾變數中,電子口碑扮演著重要的干擾角色,因此聚焦於品牌權益對品牌偏好和購買意圖的關係,並且提出電子口碑為一干擾變項。
本研究採實驗設計的方法,依照正、負面口碑的情境予以分析,並且發放電子問卷,共取得350份問卷,有效樣本數為279份(80%);經研究結果證實,品牌權益對品牌偏好及購買意圖具有正向關係,同時電子口碑在品牌權益對品牌偏好與購買意圖間具有干擾作用。


According to the framework of customer-based brand equity, this study examines the relationships between brand equity, brand preference, and purchase intention. Moreover, there is a further inference that whether the moderating effects exist or not. In the light of search and alignment theory, the paper finds that the eWOM plays the most important role among moderators. Therefore we here not only focus on the relationships between brand equity, brand preference and purchase intention, but also regard the eWOM as a moderator.
The study is based on an experimental design to look into the results. Furthermore, the number of questionnaires that collected through the Internet was 350, of which 279 were effective; hence, there was a valid response rate of 80%. The findings indicate positive relationships between brand equity, brand preferences, and purchase intentions with a moderation effect of eWOM.


目錄
摘 要 i
ABSTRACT ii
誌謝 iii
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
第二章 文獻回顧 4
2.1 品牌權益 4
2.2 電子口碑 5
2.3 品牌偏好與購買意圖 7
2.4 變數間關係的推導 7
2.4.1 品牌權益對品牌偏好及購買意圖關係之推導 7
2.4.2 電子口碑干擾效果之推導 8
第三章 研究方法 10
3.1 研究架構與假說 10
3.2 操作型定義 11
3.3 衡量問項 12
3.3.1 品牌權益 12
3.3.2 電子口碑 13
3.3.3 品牌偏好 13
3.3.4 購買意圖 14
3.3.5 問卷設計 14
3.4 研究設計 14
3.4.1 產品的選擇 15
3.4.2 實驗對象 15
3.4.3 實驗內容設計 15
3.4.4 實驗程序 16
3.5 前測分析 16
3.6 分析工具 19
3.6.1 信度分析 19
3.6.2 效度分析 19
3.6.3 描述性統計 19
3.6.4 驗證性因素分析 20
3.6.5 階層迴歸分析 20
3.6.6 單因子多變量變異數分析 20
第四章 資料驗證與分析 21
4.1 回收樣本敘述 21
4.2 敘述性統計分析 21
4.3 隨機性檢定 23
4.4 信度與效度檢定 23
4.5 相關分析 26
4.6 假說驗證 26
4.6.1 主效果驗證 26
4.6.2 電子口碑干擾效果驗證 27
第五章 結論與建議 30
5.1 研究結論 30
5.2 研究貢獻 31
5.2.1 學術貢獻 31
5.2.2 實務貢獻 32
5.3 研究限制 32
5.4 未來建議 33
參考文獻 34
附錄 41



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