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研究生:周宛柔
研究生(外文):Chou, Wanzou
論文名稱:參考團體、品牌形象及自我概念對運動用品購買意願之影響
論文名稱(外文):The Study on Influences of Reference Group, Brand Image and Self-Concept on Purchase Intention in Sport Products
指導教授:鍾育明鍾育明引用關係
指導教授(外文):Chung, Yuming
口試委員:曾相榮吳為聖
口試委員(外文):Tseng, ShiangrongWu, Weishen
口試日期:2012-11-15
學位類別:碩士
校院名稱:大葉大學
系所名稱:管理學院碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:101
語文別:中文
論文頁數:94
中文關鍵詞:參考團體品牌形象自我概念購買意願
外文關鍵詞:reference groupbrand imageself-conceptpurchase intention
相關次數:
  • 被引用被引用:3
  • 點閱點閱:341
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
這項研究提供深入了解參考團體、品牌形象及自我概念如何影響消費者運動用品購買意願的線索。使用的樣本為台中市曾經購買運動產品的消費者,採便利抽樣的方式進行問卷調查及蒐集相關資訊,共計發出450份問卷,有效問卷389份,有效問卷回收率86%。依研究目的及驗證假說,本研究採用敘述性統計、皮爾森相關分析及迴歸進行資料分析。模型獲得大部分數據的支持,首先,參考團體、品牌形象及自我概念對購買意願皆有正向顯著之影響;其次,消費者的自我概念部分中介參考團體對購買意願的影響;最後,研究結果還發現,品牌形象與自我概念完全中介參考團體對購買意願的影響。
This study provides insights into how reference group, brand image and self-concept cues shape consumer sport products purchase intentions. The data was collected from sampled consumers in Taichung City who have purchased sports goods. Convenience sampling was used to conduct the survey for this research, 450 questionnaires were distributed and 389 of them were returned. The valid response rate is 86%. Descriptive statistics, Pearson’s product moment correlation analysis and multiple regression analysis were used to analyze the data. The model was mostly supported by the data. First, the findings of the study suggest that reference group, brand image and self-concept have a positive effect on purchase intention respectively. Second, self-concept partially mediates the effects of reference group and purchase intention. Third, it was also observed that the effects of reference group on purchase intention are fully mediated by brand image and self-concept.
目錄
封面內頁
簽名頁
中文摘要                      iii
英文摘要                      iv
誌謝                          v
目錄                         vi
圖目錄                        viii
表目錄                         ix

第一章 緒論
第一節 研究背景與動機             1
第二節 研究問題與目的            4
第三節 研究流程               5
第四節 研究範圍               5
第二章 文獻探討
第一節 參考團體               7
第二節 品牌形象               12
第三節 自我概念               19
第四節 購買意願               26
第五節 各變數之間的關係           28
第三章 研究方法
第一節 研究架構               33
第二節 研究假說               34
第三節 操作性定義與衡量方式         35
第四節 問卷設計               40
第五節 研究對象與取樣方法          40
第六節 資料分析方法             41
第四章 研究結果與分析
第一節 基本資料描述性統計分析        42
第二節 消費行為描述性統計分析        45
第三節 因素分析               49
第四節 信度分析               54
第五節 相關分析               56
第六節 迴歸分析               57
第七節 各變數之間中介效果分析        63
第五章 結論與建議
第一節 研究結論               70
第二節 管理意涵               74
第三節 研究限制               77
第四節 後續研究建議             77
參考文獻
中文部分                   79
英文部分                    80
附錄
附錄—測驗問卷               92


圖目錄

圖3-1 研究架構……………………………………………… 33


表目錄

表3-1 參考團體之衡量構面與題項………………………… 36
表3-2 品牌形象之衡量構面與題項………………………… 37
表3-3 自我概念之衡量構面與題項………………………… 38
表3-4 購買意願之衡量構面與題項………………………… 39
表4-1 基本資料描述性統計分析表…………………………. 44
表4-2 最常選購或最喜歡的運動用品種類分析表………… 45
表4-3 最常選購或最喜歡的運動用品品牌分析表………… 46
表4-4 購買此品牌的運動商品花費分析表………………… 47
表4-5 每週運動次數分析表………………………………… 47
表4-6 從事運動時的同伴分析表……………………………. 48
表4-7 購買運動用品的資訊來源分析表…………………… 48
表4-8 購買運動用品的決策參考來源分析表……………… 49
表4-9 參考團體因素分析摘要……………………………… 50
表4-10 品牌形象因素分析摘要……………………………… 51
表4-11 自我概念因素分析摘要……………………………… 52
表4-12 購買意願因素分析摘要……………………………… 54
表4-13 信度分析Cronbach’s α 值摘要表………………… 55
表4-14 各變數之Pearson 相關分析………………………… 57
表4-15 參考團體對購買意願之迴歸分析…………………… 58
表4-16 參考團體對自我概念之迴歸分析…………………… 59
表4-17 參考團體對功能性品牌形象之迴歸分析……………. 60
表4-18 參考團體對象徵性品牌形象之迴歸分析……………. 60
表4-19 品牌形象對自我概念之迴歸分析…………………… 61
表4-20 品牌形象對購買意願之迴歸分析…………………… 62
表4-21 自我概念對購買意願之迴歸分析……………. …… 63
表4-22 參考團體及自我概念對購買意願之迴歸分析……… 64
表4-23 參考團體及品牌形象對購買意願之迴歸分析……… 65
表4-24 參考團體及品牌形象對自我概念之迴歸分析………. 66
表4-25 品牌形象及自我概念對購買意願之迴歸分析……… 67
表4-26 參考團體、品牌形象及自我概念對購買意願之迴歸分析68

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