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研究生:葉安吉
研究生(外文):YAP, ANN JEANNETH
論文名稱:以產品涉入為干擾變數之企業形象與廣告對消費者購買意願之影響:菲律賓壽險產業之實證
論文名稱(外文):The Impact of Company Image and Advertisements on Consumers’ Purchase Intention with Product Involvement as Moderator: An Empirical Study in the Life Insurance Industry in the Philippines
指導教授:吳長生 博士
指導教授(外文):WU, PAUL C.S Ph. D
口試委員:謝效昭李月華吳長生
口試委員(外文):HSIEH, HSIAO-CHAOLEE, YUAH-HUAWU, PAUL C.S
口試日期:2017-05-26
學位類別:碩士
校院名稱:真理大學
系所名稱:企業管理學系碩士班
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:2017
畢業學年度:105
語文別:英文
論文頁數:59
中文關鍵詞:企業形象廣告產品涉入購買意願人壽保險菲律賓
外文關鍵詞:Company ImageAdvertisementPurchase IntentionProduct InvolvementLife InsurancePhilippines
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本研究旨在探討以產品涉入為干擾變數下,企業形象與廣告對消費者購買意願之影響,以菲律賓壽險業消費者為研究對象,經由網路問卷收集301個有效樣本。結果顯示,企業形象與廣告對消費者購買意願有顯著正向影響。產品涉入對企業形象與購買意願間之關係有加強效果,但對廣告與購買意願間之關係則無干擾作用。建議企業可以加強企業形象與廣告,並提升消費者對於人壽保險之產品涉入,以提高其購買壽險產品之意願
In today’s hectic and chaotic world, there are a lot of uncertainties, stress, and risks in everyone’s lives. With these uncertainties in life, it is reasonable to think that insurance products can provide a means where people can seek protection against various types of risk and danger under fortuitous events. Especially to a country like the Philippines, insurance products have an increasing demand as citizens are already educated about its importance and benefits. With an increase in demand, comes with an increasing number of market players who competitively want a larger market share in this industry. This study seeks to identify the impact of how company image and advertisement can directly affect the purchase intention of insurance customers with product involvement as a moderating variable to these relationships. Three hundred one (301) sample data collected from the Philippines via internet survey questionnaires were studied through descriptive, regression, and correlation analysis using SPSS22 for Windows. Results suggest that company image and advertisement have a positive significant effect on purchase intention while if moderated by product involvement, the former relationship will be strengthen and the later one is naturally robust and is not affected. Thus, the study concludes that the greater the company image and advertisement and the larger the consumer’s product involvement, the better the consumers’ intention to purchase insurance products.
English Abstract -------------------------------1
Chinese Abstract -------------------------------3
1.1 Introduction -------------------------------4
1.2 Research Background ------------------------4
1.2.1 Philippine's Insurance Industry ----------7
1.3 Purpose of the Study -----------------------9
1.4 Objectives of the Study --------------------9
1.5 Significance of the Study ------------------9
2.1 Literature Review Introduction -------------11
2.2 Corporate Image ----------------------------11
2.3 Product Advertisement ----------------------13
2.4 Product Involvement ------------------------18
2.5 Purchase Intention -------------------------20
3.1 Methods Introduction -----------------------22
3.2 Conceptual Framework -----------------------22
3.2.1 Hypotheses -------------------------------23
3.3 Measurement --------------------------------27
Table 3.1 Measurement Scales -------------------29
3.4 Research Design ----------------------------30
3.4.1 Descriptive Research Design --------------30
3.4.2 Questionnaire Design ---------------------31
3.5 Data Collection ----------------------------31
3.6 Data Analysis ------------------------------33
4.1 Data Analysis Introduction -----------------35
4.2 Sample Structure ---------------------------35
Table 4.1 Summary of Sample Selection ----------35
Table 4.2 Demographic Data ---------------------36
4.3 Validity and Reliability Test of Variables -37
Table 4.3 Cronbach's Alpha ---------------------37
Table 4.4 Correlation Statistics ---------------37
4.4 Descriptive Analysis -----------------------38
Table 4.5 Descriptive Analysis on Variables ----38
4.5 Regression Analysis and Hypothesis Testing -39
Table 4.6 Regression Analysis Results ----------39
5.1 Conclusion Introduction --------------------42
5.2 Research Results ---------------------------42
Table 5.1 Hypothesis Testing Results -----------42
5.3 Implication of the Study -------------------44
5.4 Research Limitation ------------------------45
5.5 Future Research Direction ------------------45
References -------------------------------------47
Survey Questionnaire ---------------------------54

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