臺灣博碩士論文加值系統

　　過去研究顯示，品牌標誌符號會影響消費者對於品牌的認同度，並且能有效喚起消費者對於品牌的正面情感，進而影響消費者的購買意願。然而，卻少有研究探討品牌標誌符號呈現方式對消費者行為之影響。甚且，顧客本身具備的獨特性需求特質、奢侈品牌與否以及新、舊顧客在購買奢侈品牌時，是否會讓前述關係有所改變，都是尚待釐清的重要議題。因此，本研究利用四個實驗，探討品牌標誌符號的何種呈現方式，會使消費者之購買意願、產品評價、整體態度以及整體喜好度較高。並且，加入消費者的獨特性需求特質、奢侈品牌與否以及奢侈品牌的新、舊顧客等干擾變數，分別探究其對上述關係之干擾作用。
　　
　　本研究運用ANOVA, MANOVA以及MANCOVA分析，實證結果顯示：(1)當品牌標誌符號為中度呈現時，消費者的購買意願顯著高於另外兩種呈現方式(高度呈現、低度呈現)；(2)對於擁有高獨特性需求特質的消費者而言，品牌標誌符號中度呈現的產品評價及整體態度，顯著優於另外兩種呈現方式(高度呈現、低度呈現)；(3)當品牌為奢侈品牌時，品牌標誌符號的高度呈現會顯著地提高消費者的購買意願、產品評價、整體態度以及整體喜好度；(4)當品牌為非奢侈品牌時，品牌標誌符號低度呈現，會使消費者之購買意願、產品評價、整體態度與整體喜好度較好；不過，(5)奢侈品牌的新、舊顧客並不顯著地干擾品牌標誌符號的呈現方式與消費者行為間的關係。
　　
　　據此，本研究建議：(1) 企業應特別留意品牌標誌符號在其產品的呈現方式，以獲至目標顧客較高的購買意願、產品評價、整體態度與整體喜好度；(2) 倘使企業的目標顧客為高獨特性需求特質者，則品牌標誌符號呈現方式應該為中度呈現，較能獲致消費者較高的產品評價與整體態度；(3) 奢侈品牌與非奢侈品牌的企業皆應留意品牌標誌符號在其產品上的呈現方式，以獲至目標顧客較高的購買意願、產品評價、整體態度與整體喜好度。

　　Past research showed that brand logo affected consumer’s brand recognition, and evoke consumer’s positive emotions, and then, affect consumer willingness to buy. However, a little studies were to explore that the impact of brand logo prominence on consumer behavior. Besides, consumer’s needs for uniqueness trait, luxury or non-luxury brand and new and old customers to buy luxury brands, whether the relationship will make the aforementioned change, important issues are yet to be clarified. Therefore, the purposes of this research are to explore the impact of brand logo prominence on purchase intention, product evaluation, overall attitude, and overall liking, and further explore the moderator roles of consumer’s need for uniqueness, luxury or non-luxury brand and new and old customers to buy luxury brands.
　　
　　Statistic methods including ANOVA, MANOVA and MANCOVA are used to approach the analysis. Empirical results have demonstrated that: (1) when the brand logo is moderate, the customer's purchase intention is significantly higher than the other two presentation (highly and lowly present).(2)As to the customers that have high need for uniqueness , when the brand logo prominence in the product evaluation and overall liking is moderate, it has significantly better than the other presentation(highly and lowly present). (3)When the brand is luxury, the highly prominence of brand logo will significantly increase customer's purchase intention, product evaluation, overall attitude and overall liking. (4)When the brand is non-luxury, the lowly prominence of brand logo will make customer have better purchase intention, product evaluation, overall attitude and overall liking. However, (5) the new and old customer of luxury brand do not significantly moderate the relationships between prominence of brand logo and customer's behavior.
　　
　　According to this study, we suggest that:(1)The enterprises should pay more attention to the prominence of the logo symbol on their products, so that they can acquire higher purchase intention, product evaluation, overall attitude and overall liking from the target customer.(2)If target customers of the enterprises have high need for uniqueness characteristics, the presentation of logo prominence should be moderate, so that it can acquire higher product evaluation and overall attitude from the customer. (3)The enterprises of luxury and non-luxury brand both have to keep an eye on the presentation of the logo symbol on their products, so that they can acquire higher purchase intention, product evaluation, overall attitude and overall liking from the target customer.

摘要 I
Abstract II
目錄 IV
表目錄 VI
圖目錄 VIII
第一章　緒論 1
第一節　研究動機與背景 1
第二節　研究目的 3
第二章　文獻探討與研究假說 4
第一節　理論背景 4
第二節　品牌標誌符號的呈現方式 5
第三節　購買意願 5
第四節　產品評價 6
第五節　整體態度 6
第六節　整體喜好度 7
第七節　獨特性需求 8
第八節　奢侈品牌 9
第九節　新顧客與舊顧客 11
第十節　控制變數 12
第十一節　研究架構 14
第三章　實驗一 15
第一節　研究架構 15
第二節　變數定義與研究設計 16
第三節　樣本描述 20
第四節　驗證假設分析 21
第五節　小結 23
第四章　實驗二 24
第一節　研究架構 24
第二節　變數定義與研究設計 25
第三節　樣本描述 30
第四節　假設驗證分析 31
第五節　小結 42
第五章　實驗三 43
第一節　研究架構 43
第二節　變數定義與研究設計 44
第三節　樣本描述 50
第四節　假設驗證分析 51
第五節　小結 64
第六章　實驗四 65
第一節　研究架構 65
第二節　變數定義與研究設計 65
第三節　樣本描述 69
第四節　假設驗證分析 70
第五節　小結 76
第七章　研究結論與建議 77
第一節　研究結論 77
第二節　理論貢獻 79
第三節　實務建議 80
第四節　研究限制與未來研究方向 81
參考文獻 83
附錄　問卷 88

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