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研究生:李信融
研究生(外文):Lee, Hsin-Jung
論文名稱:品牌形象、轉換成本、產品涉入與購買意願之關係
論文名稱(外文):The Relationships among Brand Image, Switching Costs, Product Involvement, and Purchase Intention
指導教授:唐永泰唐永泰引用關係
指導教授(外文):Tang, Yung-Tai
口試委員:蔡垂君曾俊堯
口試委員(外文):Tsai, Chui-ChunTseng, Chun-Yao
口試日期:2021-05-25
學位類別:碩士
校院名稱:靜宜大學
系所名稱:國際企業學系
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:2021
畢業學年度:109
語文別:中文
論文頁數:89
中文關鍵詞:品牌形象轉換成本產品涉入購買意願
外文關鍵詞:Brand ImageSwitching CostsProduct InvolvementPurchase Intention
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近年來,國民所得隨著經濟的成長,消費行為模式不斷改變,在消費水準持續提升下,如今要促使消費者產生購買意願之意念也必須考量許多因素。本研究主旨在探討品牌形象、轉換成本、產品涉入和購買意願四者之關係,在經濟因素與追求便利性的考量下,使用便利調查法蒐集資料,以實體紙本問卷與網路問卷兩種方式進行發放,發放期間自民國一零九年十二月十日至一一零年一月底,約為一個半月的時間。調查對象包含大學生、軍公教、金融保險業、服務業等不同職業之受試者,實得有效問卷共240份。
透過實驗設計法中的獨立樣本雙因子變異數分析,結果發現品牌形象的高低對購買意願有顯著差異,轉換成本的高低對購買意願有顯著差異,但轉換成本的高低與品牌形象的高低對購買意願未具有顯著交互效果;另外,透過層級迴歸分析,發現產品涉入與購買意願呈現正向關係;產品涉入對品牌形象與購買意願之關係具有顯著干擾效果。最後,根據本研究分析結果,提出理論與實務意涵,並針對未來研究方向提出建議。
In recent years, with the growth of the economy, the consumption behavior patterns being national income have continued to change. With the continuous improvement of consumption ability, many factors must be considered to motivate consumers to purchase intentions. The main purpose of this research is to explore the relationship between brand image, switching costs, product involvement, and purchase intention. Taking into account economic factors and the pursuit of convenience, the convenience survey method is used to collect data, using two physical paper questionnaires and online questionnaires. The distribution period is from December 10, 2020 to the end of January, 2021, which is about one and a half months. The survey subjects included subjects from different occupations such as college students, military, public education, finance and insurance, and service industries. A total of 240 valid questionnaires were obtained.
Through the independent sample two-factor variance analysis in the experimental design method, it was found that the level of brand image has a significant difference on purchase intention, and the level of switching cost has a significant difference on purchase intention. The level of switching cost and the level of brand image have no interactive effect on purchase intention.; in addition, through hierarchical regression analysis, it is found that product involvement and purchase intention show a positive relationship; product involvement has a significant interference effect on the relationship between brand image and purchase intention. Finally, based on the analysis results of this research, put forward theoretical and practical implications, and put forward suggestions for future research directions.

目 錄 i
表目錄 iv
圖目錄 vi
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 4
1.3 研究流程 8
第二章 文獻探討 9
2.1 品牌形象 9
2.2 轉換成本 15
2.3 產品涉入 20
2.4 購買意願 27
2.5 品牌形象與購買意願的關係 29
2.6 轉換成本與購買意願的關係 30
2.7 轉換成本與品牌形象對購買意願的關係 32
2.8 產品涉入與購買意願的關係 33
2.9 品牌形象與產品涉入對購買意願的關係 34
第三章 研究方法 36
3.1 研究架構 36
3.2 研究假設 36
3.3 研究範圍與對象 37
3.4 研究設計 38
3.5 統計分析方法 43
第四章 資料分析與研究結果 46
4.1 敘述性統計分析 46
4.2 因素分析 54
4.3 信度分析 60
4.4 相關分析 61
4.5 變異數分析 64
4.6 迴歸分析 68
第五章 結論與建議 70
5.1 假設驗證結果 70
5.2 研究討論 70
5.3 研究貢獻與管理實務意涵 73
5.4 研究限制 76
5.5 後續研究建議 76
參考文獻 77
附錄 問卷 86
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網站
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