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研究生:莊筑鈞
研究生(外文):CHUANG, CHU-CHUN
論文名稱:品牌形象、體驗行銷與知覺風險對消費者購買意願之影響-以外送平台為例
論文名稱(外文):The Influence of Brand Image, Experiential Marketing and Perceived Risk on Consumer Purchase Intention-Taking Delivery Platform as an Example
指導教授:周秀蓉周秀蓉引用關係龔娟宜龔娟宜引用關係
指導教授(外文):CHOU, HSIU-JUNGKUNG, JAN-YEE
口試委員:許瓊文李淑芬龔娟宜周秀蓉
口試委員(外文):HSU, CHIUNG-WENLEE, SHU-FENKUNG, JAN-YEECHOU, HSIU-JUNG
口試日期:2022-05-30
學位類別:碩士
校院名稱:正修科技大學
系所名稱:經營管理研究所
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:2022
畢業學年度:110
語文別:中文
論文頁數:106
中文關鍵詞:品牌形象體驗行銷知覺風險購買意願
外文關鍵詞:Brand ImageExperiential MarketingPerceived RiskPurchase Intention
相關次數:
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外送平台服務因COVID-19疫情而增加曝光度,為防疫及減少人群接觸風險,消費者提高使用外送平台服務意願。本研究問卷主要調查消費者購買意願,研究對象不限年齡、居住地,是否使用過外送平台者皆為問卷發放對象,採線上問卷調查,問卷共計轉發658份、未回收問卷152份、總回收問卷506份、問卷回收率為76.9%、無效問卷5份、有效問卷501份,有效問卷回收率為76.1%。本研究資料使用信度分析、單因子變異數分析、迴歸分析等統計方法進行資料分析與驗證。研究結果發現:品牌形象會負向影響知覺風險、體驗行銷會負向影響知覺風險、品牌形象會正向影響購買意願、知覺風險會負向影響購買意願、知覺風險在品牌形象與購買意願間具有中介效果、不同人口統計變數在品牌形象、體驗行銷、知覺風險與購買意願上有顯著差異、不同外送平台使用行為在品牌形象、體驗行銷、知覺風險與購買意願上有顯著差異。

關鍵字:品牌形象、體驗行銷、知覺風險、購買意願
The delivery platform service has increased its exposure due to the COVID-19 epidemic, and consumers have increased their willingness to use the delivery platform service in order to prevent the epidemic and reduce the risk of contact with the crowd. This research questionnaire mainly investigates the purchase intention of consumers, the research subjects are not limited to age, place of residence, whether they have used the delivery platform are all questionnaire distribution objects, online questionnaire surveys, a total of 658 questionnaires forwarded, 152 unrecovered questionnaires, 506 total recycled questionnaires, questionnaire recovery rate of 76.9%, invalid questionnaires 5, effective questionnaires 501, effective questionnaire recovery rate of 76.1%. In this study, statistical methods such as reliability analysis, one-way analysis of variance, and regression analysis were used for data analysis and validation. The data of this study were analyzed and verified using statistical methods such as reliability analysis, one-way variation analysis, and regression analysis. The results of the study found that the brand image will negatively affect the perception risk, the experience marketing will negatively affect the perception risk, the brand image will positively affect the purchase intention, the perception risk will negatively affect the purchase intention, the perception risk has a part of the intermediary effect between the brand image and the purchase intention, the different demographic variables have significant differences in the brand image, experience marketing, the perception risk and the purchase intention, and the use behavior of different delivery platforms has significant differences in the brand image, experience marketing, perceptual risk and purchase intention.

Keywords: Brand Image, Experiential Marketing, Perceived Risk, Purchase Intention
中文摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 品牌形象 5
第二節 體驗行銷 8
第三節 知覺風險 11
第四節 購買意願 15
第三章 研究方法 18
第一節 研究架構 18
第二節 研究假設 19
第三節 操作型名詞定義與衡量方法 23
第四節 問卷設計 29
第五節 資料分析方法 31
第四章 研究結果與分析 33
第一節 敘述性統計 33
第二節 信度分析 40
第三節 獨立樣本t檢定 43
第四節 單因子變異數分析 47
第五節 迴歸分析 61
第六節 複迴歸分析 67
第七節 驗證假說 69
第五章 結論與建議 71
第一節 研究結論 71
第二節 研究建議 78
第三節 研究限制與後續研究建議 80
參考文獻 82
一、中文部分 82
二、英文部分 84
附錄一 前測問卷 89
附錄二 正式問卷 93

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21.蔡庚孜(2008)。彩妝品品牌形象、品牌知名度對女性消費者購買決策之影響—以知覺風險為中介效果之驗證(未出版碩士論文)。國立成功大學,台南。
22.蔡耀庭(2013)。知覺價值、品牌形象、信任與購買意願關係研究:以智慧型手機產品為例(未出版碩士論文)。國立成功大學,台南。
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1. 購買涉入、購買動機、網站環境特性對網路生鮮蔬菜購買意願之影響
2. 知覺價值、品牌形象、信任與購買意願關係研究:以智慧型手機產品為例
3. 彩妝品品牌形象、品牌知名度對女性消費者購買決策之影響—以知覺風險為中介效果之驗證
4. 品牌形象、品牌定位以及消費者購買意願之研究-以富邦產物保險公司為例
5. 體驗行銷對體驗價值、品牌信任與購買意願之影響:產品涉入的干擾效果
6. 品牌形象對促銷活動吸引力與消費者知覺風險的影響 -以產品涉入為干擾變相
7. 知覺價值、知覺風險、顧客滿意度與顧客忠誠度關係之研究-以外送平台為例
8. 品牌知名度、品牌形象與知覺風險對購買意願之影響-以數位相機為例
9. 品牌形象、品牌知名度、品牌識別對消費者知覺風險與購買意願之影響-以澎湖A旅行社為例
10. 體驗行銷、旅遊動機、知覺價值與重遊意願之關聯性研究 -以A海洋博物館為例
11. 品牌形象、知覺風險、知覺價值與顧客購買意願之研究
12. 品牌形象、產品知識與知覺價值對購買意願之影響-以路易莎咖啡為例
13. 網路口碑對購買意願之影響:知覺風險為中介變數暨產品涉入之調節效果
14. 探討體驗行銷對品牌權益及消費者行為的影響:以臺灣餐廳為例
15. 體驗行銷、顧客忠誠度、知覺風險與購買意願關係之研究以NIKE路跑活動為例
 
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