(3.230.76.48) 您好!臺灣時間:2021/04/12 15:49
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:吳緒暄
研究生(外文):Hsu-Hsuan Wu
論文名稱:產品效益及品牌聯想對購買意圖之影響研究
論文名稱(外文):Exploring Product Benefits and Brand Association''s Effect on Purchase Intention
指導教授:翁崇雄翁崇雄引用關係
口試委員:陳怡妃陳伯彥
口試日期:2016-07-12
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:資訊管理學研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:50
中文關鍵詞:享樂效益功利效益品牌聯想品牌熟悉度購買意圖
外文關鍵詞:Hedonic BenefitUtilitarian BenefitBrand AssociationBrand FamiliarityPurchase Intention
相關次數:
  • 被引用被引用:0
  • 點閱點閱:109
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
本研究旨在探討產品效益、品牌聯想、品牌熟悉度與購買意圖之間的關係,以解釋為何過去在某些研究結果中顯示產品享樂效益對於消費者行為有較大的影響力,而在其他研究中產品功利效益則顯得較為重要。本研究將產品效益分為享樂效益與功利效益,品牌聯想則具有品牌形象、感知品質及品牌態度此三個因子,且本研究認為產品效益會透過品牌聯想影響購買意圖,而品牌熟悉度會在產品效益與品牌聯想間造成干擾效果;更進一步說,本研究認為享樂效益與功利效益會透過品牌形象、感知品質及品牌態度影響購買意圖,而品牌熟悉度會在享樂效益及功利效益對感知品質的影響上造成干擾效果。
本研究一共收回了317份有效問卷,並使用Amos進行結構方程模式分析資料,結果顯示大部分本研究所提出之假設得到了證實。本研究歸納出兩項研究發現:(1)「享樂效益」及「功利效益」會透過「感知品質」及「品牌態度」影響「購買意圖」,(2)「品牌熟悉度」在「享樂效益」與「感知品質」之間有干擾作用。並在最後根據研究結果對學術及實務界提出相關建議。


The main purpose of this research is to explore the effect which product benefits and brand association have on purchase intention, in order to explain the phenomenon that in some studies the hedonic effect is pointed out as the product effect which is more influential on consumer behavior, while in other studies the utilitarian effect is argued as the more important product effect. In this research, we categorize product effect into hedonic effect and utilitarian effect, and also point out three brand association''s component which are brand image, perceived quality and brand attitude. We argue that product effect will influence purchase intention through brand association, and brand familiarity will moderate the effect which product effect has on brand association. Specifically, this research claim that hedonic effect and utilitarian effect will influence purchase intention through brand image, perceived quality and brand attitude, and brand familiarity will moderate the effect which hedonic and utilitarian effect have on perceived quality.
We got 317 valid questionnaires returned, and used Amos 21 to conduct SEM analysis. The result in our empirical study indicates two main discovery: (1) hedonic and utilitarian effect will influence purchase intention through perceived quality and brand attitude, and (2) brand familiarity will moderate the effect which hedonic and utilitarian effect have on perceived quality. Finally, we provide implications of our research.

目錄
論文摘要 I
THESIS ABSTRACT II
圖目錄 VI
表目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 4
第一節 產品效益 4
2.1.1 產品效益的定義與種類 4
2.1.2 享樂及功利產品效益的定義與相關研究 5
2.1.3 享樂效益與功利的相對重要性 6
第二節 品牌聯想 7
2.2.1 品牌聯想的定義與種類 7
2.2.2 品牌聯想的組成因子 8
2.2.3 品牌聯想的相關研究 11
第三節 品牌熟悉度 12
2.3.1 品牌熟悉度的定義 12
2.3.2 品牌聯想的干擾作用 12
第四節 購買意圖 13
2.4.1 購買意圖的定義與相關研究 13
2.4.2 購買意圖與產品效益及品牌聯想之相關研究 14
第三章 研究方法 15
第一節 研究架構 15
第二節 研究假設 16
第三節 變項定義與衡量 17
3.3.1 產品效益 17
3.3.2 品牌聯想 18
3.3.3 品牌熟悉度 20
3.3.4 購買意圖 20
第四節 研究抽樣與資料蒐集 21
第五節 資料研究方法 21
第四章 資料分析與研究結果 22
第一節 問卷回收及樣本結構分析 22
第二節 測量分析模型 24
4.2.1 信度衡量 24
4.2.2 效度衡量 25
第三節 結構模式分析 29
4.3.1 模型適配度檢定 30
4.3.2 模型假設檢定 31
4.3.3 敘述統計量分析 34
第五章 結論與建議 38
第一節 研究結論 38
第二節 學術及實務上的意涵 39
第三節 研究限制與未來研究方向 40
參考文獻 41
附錄一:問卷 47


1.Woodruff, R.B., Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 1997. 25(2): p. 139-153.
2.Kotler, P. and K. Keller, Marketing management 12 th edition prentice hall. 2012.
3.Bagozzi, R.P., M. Gopinath, and P.U. Nyer, The role of emotions in marketing. Journal of the academy of marketing science, 1999. 27(2): p. 184-206.
4.Chitturi, R., R. Raghunathan, and V. Mahajan, Form versus function: How the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences. Journal of marketing research, 2007. 44(4): p. 702-714.
5.Oliver, R.L., R.T. Rust, and S. Varki, Customer delight: foundations, findings, and managerial insight. Journal of retailing, 1997. 73(3): p. 311-336.
6.Rust, R.T. and R.L. Oliver, Should we delight the customer? Journal of the Academy of Marketing Science, 2000. 28(1): p. 86-94.
7.Dhar, R. and K. Wertenbroch, Consumer choice between hedonic and utilitarian goods. Journal of marketing research, 2000. 37(1): p. 60-71.
8.Kivetz, R. and I. Simonson, Self-control for the righteous: Toward a theory of precommitment to indulgence. Journal of Consumer Research, 2002. 29(2): p. 199-217.
9.Okada, E.M., Justification effects on consumer choice of hedonic and utilitarian goods. Journal of marketing research, 2005. 42(1): p. 43-53.
10.Voss, K.E., E.R. Spangenberg, and B. Grohmann, Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of marketing research, 2003. 40(3): p. 310-320.
11.Stokmans, M.J., Reading attitude and its effect on leisure time reading. Poetics, 1999. 26(4): p. 245-261.
12.Strahilevitz, M. and J.G. Myers, Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of consumer research, 1998. 24(4): p. 434-446.
13.Chitturi, R., R. Raghunathan, and V. Mahajan, Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 2008. 72(3): p. 48-63.
14.Parasuraman, A., V.A. Zeithaml, and L.L. Berry, Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. the Journal of Marketing, 1994: p. 111-124.
15.Overby, J.W. and E.-J. Lee, The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business research, 2006. 59(10): p. 1160-1166.
16.Keller, K.L., Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, 1993: p. 1-22.
17.O''cass, A. and H. Frost, Status brands: examining the effects of non-product-related brand associations on status and conspicuous consumption. Journal of product and brand management, 2002. 11(2): p. 67-88.
18.Park, C.W., S. Milberg, and R. Lawson, Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. Journal of consumer research, 1991. 18(2): p. 185-193.
19.Aaker, D.A., Building a brand: The Saturn story. California Management Review, 1994. 36(2): p. 114-133.
20.Park, C.S. and V. Srinivasan, A survey-based method for measuring and understanding brand equity and its extendibility. Journal of marketing research, 1994: p. 271-288.
21.Low, G.S. and C.W. Lamb Lamb, The measurement and dimensionality of brand associations. Journal of Product and Brand Management, 2000. 9(6): p. 350-370.
22.Dolich, I.J., Congruence relationships between self images and product brands. Journal of Marketing Research, 1969: p. 80-84.
23.Sirgy, M.J., Using self-congruity and ideal congruity to predict purchase motivation. Journal of business Research, 1985. 13(3): p. 195-206.
24.Zeithaml, V.A., Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 1988: p. 2-22.
25.Campbell, M.C. and K.L. Keller, Brand familiarity and advertising repetition effects. Journal of consumer research, 2003. 30(2): p. 292-304.
26.Lai, A.W., Consumer values, product benefits and customer value: a consumption behavior approach. NA-Advances in Consumer Research Volume 22, 1995.
27.Sheth, J.N., B.I. Newman, and B.L. Gross, Why we buy what we buy: A theory of consumption values. Journal of business research, 1991. 22(2): p. 159-170.
28.Babin, B.J., W.R. Darden, and M. Griffin, Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 1994. 20(4): p. 644-656.
29.Sheth, N., et al., Colonization of bacteria on polyvinyl chloride and Teflon intravascular catheters in hospitalized patients. Journal of clinical microbiology, 1983. 18(5): p. 1061-1063.
30.Batra, R. and O.T. Ahtola, Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing letters, 1991. 2(2): p. 159-170.
31.Hirschman, E.C. and M.B. Holbrook, Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 1982: p. 92-101.
32.Keller, P.A. and A.L. McGill, Differences in the relative influence of product attributes under alternative processing conditions: Attribute importance versus attribute ease of imagability. Journal of Consumer Psychology, 1994. 3(1): p. 29-49.
33.Shiv, B. and J. Huber, The impact of anticipating satisfaction on consumer choice. Journal of Consumer Research, 2000. 27(2): p. 202-216.
34.Roggeveen, A.L., et al., The impact of dynamic presentation format on consumer preferences for hedonic products and services. Journal of Marketing, 2015. 79(6): p. 34-49.
35.Krishnan, H.S., Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of research in Marketing, 1996. 13(4): p. 389-405.
36.Alba, J.W. and J.W. Hutchinson, Dimensions of consumer expertise. Journal of consumer research, 1987. 13(4): p. 411-454.
37.Chattopadhyay, A. and J.W. Alba, The situational importance of recall and inference in consumer decision making. Journal of Consumer Research, 1988. 15(1): p. 1-12.
38.Johnson, D.W., Circles of learning. Cooperation in the classroom. 1984: ERIC.
39.Russo, J.E. and E.J. Johnson, What do consumers know about familiar products? NA-Advances in Consumer Research Volume 07, 1980.
40.Fennell, G., Consumers'' Perceptions of the Product. Use Situation. The Journal of Marketing, 1978: p. 38-47.
41.Rossiter, J.R. and L. Percy, Advertising and promotion management. 1987: McGraw-Hill Book Company.
42.Wilkie, D. Muscular fatigue: effects of hydrogen ions and inorganic phosphate. in Federation proceedings. 1986.
43.Gardner, B.B. and S.J. Levy, The product and the brand. Harvard business review, 1955. 33(2): p. 33-39.
44.Aaker, D.A. and M.B. Equity, Capitalizing on the Value of a Brand Name. New York, 1991.
45.Aaker, D.A., Measuring brand equity across products and markets. California management review, 1996. 38(3): p. 102-120.
46.Levy, S.J., Symbols for sale. Harvard business review, 1959. 37(4): p. 117-124.
47.Aaker, D.A. and R. Jacobson, The financial information content of perceived quality. Journal of marketing research, 1994: p. 191-201.
48.Dodds, W.B. and K.B. Monroe, The effect of brand and price information on subjective product evaluations. NA-Advances in Consumer Research Volume 12, 1985.
49.Garvin, D.A., Quality on the line. Harvard business review, 1983. 61(5): p. 64-75.
50.Holbrook, M.B. and K.P. Corfman, Quality and value in the consumption experience: Phaedrus rides again. Perceived quality, 1985. 31(2): p. 31-57.
51.Monroe, K.B., et al., Perceived quality. The effect of price on subjective product evaluations. Lexington Books, Lexington, 1985: p. 209-232.
52.Parasuraman, A., V.A. Zeithaml, and L.L. Berry, Servqual. Journal of retailing, 1988. 64(1): p. 12-40.
53.Cohen, E., A phenomenology of tourist experiences. Sociology, 1979. 13(2): p. 179-201.
54.Myers, J.H. and A.D. Shocker, The nature of product-related attributes. Research in marketing, 1981. 5(5): p. 211-236.
55.Olson, J.C. and T.J. Reynolds, Understanding consumers’ cognitive structures: Implications for advertising strategy. Advertising and consumer psychology, 1983. 1: p. 77-90.
56.Young, S. and B. Feigin, Using the benefit chain for improved strategy formulation. The Journal of Marketing, 1975: p. 72-74.
57.Olshavsky, R.W., Perceived quality in consumer decision making: an integrated theoretical perspective. Perceived quality, 1985. 4: p. 3-29.
58.Lutz, C., Emotion, thought, and estrangement: Emotion as a cultural category. Cultural anthropology, 1986. 1(3): p. 287-309.
59.Maynes, E.S., The concept and measurement of product quality, in Household production and consumption. 1976, NBER. p. 529-584.
60.Olson, J.C., Theories of information encoding and storage: Implications for consumer research. 1977: Pennsylvania State University, Department of Marketing.
61.Olson, J.C. and J. Jacoby. Cue utilization in the quality perception process. in SV-proceedings of the third annual conference of the association for consumer research. 1972.
62.Shimp, T.A., Attitude toward the ad as a mediator of consumer brand choice. Journal of advertising, 1981. 10(2): p. 9-48.
63.Katz, D., The functional approach to the study of attitudes. Public opinion quarterly, 1960. 24(2): p. 163-204.
64.Lutz, T., American nervousness, 1903: An anecdotal history. 1991: Cornell Univ Pr.
65.Chaiken, S. and A.H. Eagly, Heuristic and systematic information processing within and. Unintended thought, 1989. 212.
66.Petty, R.E. and J.T. Cacioppo, The elaboration likelihood model of persuasion, in Communication and persuasion. 1986, Springer. p. 1-24.
67.Ajzen, I. and M. Fishbein, Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 1977. 84(5): p. 888.
68.Bettman, J.R., Consumer psychology. Annual review of psychology, 1986. 37(1): p. 257-289.
69.Belén del Río, A., R. Vazquez, and V. Iglesias, The effects of brand associations on consumer response. Journal of consumer marketing, 2001. 18(5): p. 410-425.
70.Brown, T.J. and P.A. Dacin, The company and the product: Corporate associations and consumer product responses. The Journal of Marketing, 1997: p. 68-84.
71.Berens, G., C.B.v. Riel, and G.H.v. Bruggen, Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of Marketing, 2005. 69(3): p. 35-48.
72.Baker, L., P. Brezonik, and C. Pollman, Model of internal alkalinity generation: sulfate retention component, in Acidic Precipitation. 1986, Springer. p. 1143-1148.
73.Hoch, S.J. and J. Deighton, Managing what consumers learn from experience. The Journal of Marketing, 1989: p. 1-20.
74.Biswas, A., The moderating role of brand familiarity in reference price perceptions. Journal of Business Research, 1992. 25(3): p. 251-262.
75.Kent, R.J. and C.T. Allen, Competitive interference effects in consumer memory for advertising: the role of brand familiarity. The Journal of Marketing, 1994: p. 97-105.
76.Schiffman, L.G. and L.L. Kanuk, Consumer behavior, 7th. NY: Prentice Hall, 2000.
77.Chang, T.-Z. and A.R. Wildt, Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 1994. 22(1): p. 16-27.
78.Kuo, Y.-F., C.-M. Wu, and W.-J. Deng, The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in human behavior, 2009. 25(4): p. 887-896.
79.Dobni, D. and G.M. Zinkhan, In search of brand image: A foundation analysis. NA-Advances in Consumer Research Volume 17, 1990.
80.Lardinoit, T. and C. Derbaix, Sponsorship and recall of sponsors. Psychology and Marketing, 2001. 18(2): p. 167-190.
81.Nunnally, J., Psychometric methods. 1978, New York: McGraw-Hill.
82.Laroche, M., C. Kim, and L. Zhou, Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of business Research, 1996. 37(2): p. 115-120.
83.Kahneman, D., J.L. Knetsch, and R.H. Thaler, Anomalies: The endowment effect, loss aversion, and status quo bias. The journal of economic perspectives, 1991. 5(1): p. 193-206.
84.Samuelson, W. and R. Zeckhauser, Status quo bias in decision making. Journal of risk and uncertainty, 1988. 1(1): p. 7-59.

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔