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研究生:吳銘斌
研究生(外文):WU,MING-BIN
論文名稱:品牌形象對行為意圖影響效果之研究—以知覺風險為中介變數
論文名稱(外文):The Influences of Brand Image on Behavior Intention-Perceived Risk as a Mediator
指導教授:王又鵬王又鵬引用關係
指導教授(外文):WANG, YU-PENG
口試委員:曾忠蕙趙琪王又鵬
口試委員(外文):TSENG, CHUNG-HUIJAW, CHYIWANG, YU-PENG
口試日期:2021-05-27
學位類別:碩士
校院名稱:實踐大學
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:2021
畢業學年度:109
語文別:中文
論文頁數:79
中文關鍵詞:品牌形象知覺風險行為意圖Uber Eats外送服務
外文關鍵詞:Brand imagePerceived riskBehavioral intentionUber Eats delivery service
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近年來,隨著時代創新與變革,消費者逐漸對於品牌有了清晰的意識,消費者在選擇產品或服務時,更加追求符合個人的價值觀與認同感的品牌。品牌形象成為了消費者衡量品牌的重要因素之一,消費者通常藉由各種方式,來獲取對於該品牌的有關訊息進而認識品牌。任何的購買行為意圖都可能會與之伴隨著知覺風險的存在,倘若一項產品或服務擁有良好的品牌形象,便會將好的印象深深烙印在消費者記憶中,同時會減少產生消費者內心中不安、不確定性的知覺風險,進而促使消費者轉換為後續正面的行為意圖。
本研究主要係探討品牌形象、知覺風險與行為意圖之關係,以Uber Eats外送服務作為研究品牌,研究對象為過去使用過Uber Eats外送服務的消費族群,採用網路便利抽樣方式進行,總共回收有效問卷455份。研究結果顯示:(1) 品牌形象對知覺風險呈現負向影響關係;(2) 品牌形象對行為意圖呈現正向影響關係;(3) 知覺風險對行為意圖呈現負向影響關係;(4) 知覺風險在品牌形象與行為意圖間存在部分中介效果。

Recently, with the innovation and changes of the times, consumers gradually have a clear sense of brand, when choosing products or services, consumers increasingly pursue brands that conform to their personal values and sense of identity. Brand image has become a significant factor in the assessment of a brand, which consumers recognize through the various ways in which they can acquire awareness of the brand. Any behavioral intention to purchase might be accompanied by perceived risks. It is important to mention that while a good brand image of a product or service will deeply imprint a good impression on consumers' memory, it will reduce the perceived risk of anxiety and uncertainty in their minds, so that consumers will transform into subsequent positive behavioral intentions.
This study focused on the relationship between brand image, perceived risk and behavioral intent. The study was conducted by using online convenience sampling and 455 valid questionnaires were collected from consumers who have used Uber Eats delivery service in the past. The results of the study showed that:(1) Brand image had a negative influence on perceived risk;(2) Brand image had a positive influence on behavioral intention;(3) Perceived risk had a negative influence on behavioral intention;(4) Perceived risk played a mediating role between brand image and behavioral intention.

目 錄
謝 誌................................................................................................................... ii
摘 要................................................................................................................... iii
Abstract ............................................................................................................ vi
目 錄................................................................................................................... v
表 次................................................................................................................... vii
圖 次................................................................................................................... ix
第一章 緒論..................................................................................................... 1
第一節 研究背景與動機........................................................................................ 1
第二節 研究問題...................................................................................................... 3
第二章 文獻探討........................................................................................... 4
第一節 品牌形象...................................................................................................... 4
第二節 知覺風險...................................................................................................... 10
第三節 行為意圖...................................................................................................... 14
第四節 各變數間關聯............................................................................................ 20
第三章 研究方法........................................................................................... 24
第一節 研究架構...................................................................................................... 24
第二節 研究假說...................................................................................................... 25
第三節 研究變數之操作型定義與衡量........................................................... 26
第四節 研究設計...................................................................................................... 32
第五節 研究資料分析方法................................................................................... 34
第四章 實證分析........................................................................................... 36
第一節 敘述性統計分析....................................................................................... 36
第二節 信度分析...................................................................................................... 41
第三節 效度分析...................................................................................................... 42
第四節 獨立樣本T檢定與單因子變異數分析........................................... 47
第五節 迴歸分析...................................................................................................... 48
第五章 結論與建議...................................................................................... 59
第一節 研究結論...................................................................................................... 59
第二節 研究貢獻與實務意涵.............................................................................. 61
第三節 研究限制...................................................................................................... 64
第四節 後續研究建議............................................................................................ 65
參考文獻............................................................................................................ 66
附錄 問卷......................................................................................................... 75

表 次
表 3.1品牌形象之操作定義........................................................................................ 26
表 3.2品牌形象之衡量題項........................................................................................ 27
表 3.3知覺風險之衡量題項........................................................................................ 29
表 3.4行為意圖之衡量題項........................................................................................ 30
表 3.5填答者之個人基本資料................................................................................... 31
表 3.6問卷填答題項設計............................................................................................. 33
表 4.1樣本統計資料....................................................................................................... 37
表 4.2品牌形象之敘述性統計分析.......................................................................... 38
表 4.3知覺風險之敘述性統計分析.......................................................................... 39
表 4.4行為意圖之敘述性統計分析.......................................................................... 40
表 4.5各構面信度分析.................................................................................................. 41
表 4.6各構面之KMO值與因素負荷量.................................................................. 43
表 4.7各構面之組合信度與平均變異萃取量....................................................... 45
表 4.8各構面之平均變異萃取量平方根與相關係數........................................ 46
表 4.9人口統計變數在依變數之檢定分析........................................................... 47
表 4.10品牌形象對知覺風險之迴歸分析.............................................................. 50
表 4.11品牌形象各構面對知覺風險之迴歸與複迴歸分析............................ 51
表 4.12品牌形象對行為意圖之迴歸分析.............................................................. 53
表 4.13品牌形象各構面對於行為意圖之迴歸與複迴歸分析....................... 54
表 4.14知覺風險對於行為意圖之迴歸分析......................................................... 55
表 4.15品牌形象、知覺風險與行為意圖之迴歸分析...................................... 57
表 4.16知覺風險在品牌形象與行為意圖之間接效果分析............................ 58
表 5.1本研究假說之結果統整................................................................................... 59


圖 次
圖 2.1 Park , Jaworski & MacInnis品牌形象構面圖.......................................... 6
圖 2.2 Keller品牌形象構面圖.................................................................................... 7
圖 2.3 Fishbein & Ajzen理性行為理論架構圖.................................................... 15
圖 2.4 Ajzen計畫行為理論架構圖........................................................................... 16
圖 2.5 服務品質對行為意圖之影響關係模式圖................................................ 18
圖 3.1 研究架構圖.......................................................................................................... 24
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