臺灣博碩士論文加值系統

本研究旨在探討品牌知名度、知覺價值、購買意願與消費品類別的關係，探討品牌知名度與知覺價值對購買意願的影響，並了解消費品類別，在品牌知名度與知覺價值對購買意願造成影響之干擾效果。將品牌知名度分為品牌認知與品牌回憶，並將知覺價值以分為五個構面，分別為品質、情感反應、貨幣價格、行為價格及商譽，貼近消費品類別的比較。發放線上問卷進行實證，共回收 400 份有效問卷，並以 SPSS 20.0進行分析，研究結果發現品牌知名度與知覺價值對購買意願有顯著正向影響，且消費品類別在品牌知名度對購買意願造成影響之干擾效果具有差異性，比較差異後提供企業在進行品牌及行銷管理有更進一步的認知。

This study aims to explore the relationships among brand awareness, perceived value, consumer purchase intention and categories of consumer products.Exploring the effects of brand awareness and perceived value on purchase intention and understanding the moderating effects among brand awareness, perceived value and Categories of Consumer Products.Brand awareness is divided into brand recognition and brand recall.Perceived value are classified five dimensions and the dimensions including quality, emotional response, monetary price, behavior price and reputation are close to the comparisons of consumer products. This study adopted online questionnaire for empirical. The total 400 valid questionnaires were collected and analyzed by SPSS 20.0.The results found that brand awareness and perceived value have significantly positive effect on purchase intention and Categories of Consumer Products has moderating effect between brand awareness and purchase intention. After comparing the differences of effects, we provide some opinions to business practicing marketing management and brand management.

目錄 I
圖目錄 II
表目錄 III
第一章 緒論 1
第一節 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 品牌知名度 5
第二節 知覺價值 14
第三節 購買意願 18
第四節 消費品 22
第五節 品牌知名度、知覺價值、購買意願與消費品類別之關係 26
第三章 研究方法 29
第一節 研究架構與假設 29
第二節 研究範圍與對象 31
第三節 研究變數與衡量 32
第四節 量化分析方法 38
第五節 問卷設計與前測 40
第四章 實證分析與結果 43
第一節 樣本基本資料分析 43
第二節 信度與效度分析 46
第三節 相關係數分析 50
第四節 迴歸分析 52
第五節 共變數分析 54
第五章 結論與建議 57
第一節 研究結論 57
第二節 管理意涵 59
第三節 研究限制與建議 60
參考文獻 61
附錄 69

中文部分
楊必立與劉水深(1988)，行銷管理辭典，台北市，華泰書局。
周文賢 (1999)，行銷管理─市場分析與策略規劃，台北：智勝文化事業有限公司。
邱皓政 (2003)，社會與行為科學的量化研究與統計分析，第二版，台北：五南圖書出版有限公司。
蕭富峰 (2008)，消費者行為，臺北市：智勝文化。
王文正 (2006)，產品知識及品牌形象對購買意願的影響--產品類別的干擾效果
徐心怡 (2000)，消費者促銷知覺價值與促銷偏好程度之研究-產品類別干擾效果之探討

二、英文部分
Aaker, D. A., & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal Of Marketing, 54(1), 27-41.
Aaker, D. A., (1991). Managing Brand Equity, New York: The Free Press.
Aaker, D. A., (1996). Measuring Brand Equity Across Products and Markets. California Management Review, (3), 102-120.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of Consumer Expertise. Journal Of Consumer Research, 13(4), 411-454.
Blackwell, R. D., P. W. Miniard and J. F. Engel (2006), Consumer Behavior, 10th Edition, Mason Ohio: Thomson Higher Education.
Choi, K., Cho, W., Lee, S., Lee, H., & Kim, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice. A South Korean study. Journal Of Business Research, 57(The Influence of Culture on Services), 913-921.
Copeland, M. T. (1923). RELATION OF CONSUMERS' BUYING HABITS TO MARKETING METHODS. Harvard Business Review, 1(3), 282-289.
Davis, S.M.(2000), Brand Asset Management. Jossey-Bass: San Francisco
De Chernatony, L., & McDonald, M. (2003). Creating Powerful Brands. Oxford: Routledge.
Dodds, W. B., & Monroe, K. B. (1985). THE EFFECT OF BRAND AND PRICE INFORMATION ON SUBJECTIVE PRODUCT EVALUATIONS. Advances In Consumer Research, 12(1), 85-90.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Journal Of Marketing Research (JMR), 28(3), 307-319.
Drossos, D. A., Kokkinaki, F., Giaglis, G. M., & Fouskas, K. G. (2014). The effects of product involvement and impulse buying on purchase intentions in mobile text advertising. Electronic Commerce Research And Applications, 13423-430.
Duncan, T., & Moriarty, S. E. (1998). A Communication-Based Marketing Model for Managing Relationships. Journal Of Marketing, 62(2), 1-13.
Engel, J. F., R. D. Blackwell, and P. W. Miniard. (1995), Consumer Behavior, 8th ed., Chicago, New York: Dryden Press
Engel, J. F., Kollat, D. T. and Blackwell, R. D. (1993), Consumer Behavior, New York:Dryden Press, 32-37.
Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, MA: Addison-Wesley Publishing Company.
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-74。
Fairchild, A. J., & MacKinnon, D. P. (2009). A general model for testing mediation and moderation effects. Prevention Science: The Official Journal Of The Society For Prevention Research, 10(2), 87-99.
Goldsmith, R. E., & Emmert, J. (1991). Measuring Product Category Involvement: A Multitrait-Multimethod Study. Journal Of Business Research, 23(4), 363-371.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11), 1762.
Hoyer, W. D., & Brown, S. P. (1990). Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product. Journal Of Consumer Research, 17(2), 141-148.
Holbrook, M. B. and Howard, J. A. (1977),Frequently Purchased Nondurable Goods and Services.Aspects of Consumer Behavior, Robert Ferber,ed., Washington, DC: National Science Foundation,189-222.
Homburg, C., Klarmann, M., & Schmitt, J. (2010). Brand awareness in business markets: When is it related to firm performance?. International Journal Of Research In Marketing, 27201-212
Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal Of Business Research, 6592-99.
Ismail, H., & Khatibi, A. (2004). Study of the Relationship between Perception of Value and Price and Customer Satisfaction: The Case of Malaysian Telecommunications Industry. The Journal of American Academy of Business,4(1) 309-313.
Jacoby, J., & Olson, J. C. (1974). AN EXTENDED EXPECTANCY MODEL OF CONSUMER COMPARISON PROCESSES. Advances In Consumer Research, 1(1), 319-333.
Kamins, M. A., & Marks, L. J. (1991). The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands. Journal Of The Academy Of Marketing Science, 19(3), 177-185.
Keller, K. L. (1993). Conceptualizing, Measuring, Managing Customer-Based Brand Equity. Journal Of Marketing, 57(1), 1-22.
Keller, K. L. (2008). Strategic branding management: building, measuring, and managing brand equity. 3rd ed. Upper Saddle River, New Jersey 07458: Prentice Hall.
Keller, K. L. (2013). Strategic branding management: building, measuring, and managing brand equity. 4rd ed. Upper Saddle River, New Jersey 07458: Prentice Hall.
Kim, H., & Kim, W. G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism Management, 26549-560.
Kotler, P., Keller, K.L. (2009). Marketing Management. 13th Edition.New Jersey: Pearson Prentice halled.,Upper Saddle River, NJ: Prentice Hall.
Krasnikov, A., Mishra, S., & Orozco, D. (2009). Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence. Journal Of Marketing, 73(6), 154-166.
Ku, H., Wang, P., & Kuo, C. (2012). Effects of product quality certification on quality perceptions of stores' own brands. Service Industries Journal, 32(5), 807-820.
Laurent, G., Kapferer, J., & Roussel, F. (1995). THE UNDERLYING STRUCTURE OF BRAND AWARENESS SCORES. Marketing Science, 14(3), 170-179.
Luo, L., Kannan, P. K., & Ratchford, B. T. (2008). Incorporating Subjective Characteristics in Product Design and Evaluations. Journal Of Marketing Research (JMR), 45(2), 182-194.
Macdonald, E. and B. Sharp. (2003). Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness, Marketing Bulletin,14(2), 1-15.
Miller,G.A.,Galanter E.,and Pribram K.(1960). Plans and the Structure of Behavior: Basic Findings and Management Implications, New York:Holt,Rinehart and Winston.
Monroe. Kent B. and R. Krishnan. (1985). The Effect of Price on Subjective Product Evaluations. Perceived Quality. J. Jacoby and J. Olson, eds. Lexington. MA: Lexington Books, 209-32.
Morwitz, V. G., & Schmittlein, D. (1992). Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy?. Journal Of Marketing Research (JMR), 29(4), 391-405.
Oliver, R.L., (1981). Mearsurement and Evaluation of Satisfaction Progress in Retail Settings. Journal of Customer Research, 14, 495-507.
Olson, J. C., & Jacoby, J. (1974). MEASURING MULTI-BRAND LOYALTY. Advances In Consumer Research, 1(1), 447-448.
Ogilvy, D. (1963). Confessions of an Advertising Man.New York: Ballantine.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2007). Country image and consumer-based brand equity: relationships and implications for international marketing. Journal Of International Business Studies, 38(5), 726-745.
Peter, K. (1990). A Perspective on Brands. Journal Of Consumer Marketing, (4), 63.
Murphy, P. E., & Enis, B. M. (1986). Classifying Products Strategically. Journal Of Marketing, 50(3), 24-42.
Parasuraman, A. and Grewal, D. (2000). The Impact of Technology on theQuality-Value-Loyalty Chain: A Research Agenda, Academy of MarketingScience Journal, Greenvale, 28(1), 168-174.
RAO, A. R., & MONROE, K. B. (1989). The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality : An Integrative Review. Journal Of Marketing Research (JMR), 26(3), 351-357.
Rego, L. L., Billett, M. T., & Morgan, N. A. (2009). Consumer-Based Brand Equity and Firm Risk. Journal Of Marketing, 73(6), 47-60.
Ross, S. (2006). A Conceptual Framework for Understanding Spectator-Based Brand Equity. Journal Of Sport Management, 20(1), 22-38.
Roy, D. P., & Cornwell, T. B. (2003). Brand equity's influence on responses to event sponsorships. Journal Of Product & Brand Management, 12(6), 377-393.
Rossiter, J. R. and L. Percy. (1987). Advertising Communications and Promotion Management, New York: McGraw-Hill.
Rust, R.T. and Oliver, R.L. (1994). Service Quality: Insights and ManagerialImplications from the Frontier, in Theory and Practice, Service Quality:New Directions, Sage Publications, Thousand Oaks, 1-19.
Schiffman, L .G. and L. L. Kanuk. (2000). Consumer Behavior, Upper Saddle River, N.J: Prentice Hall.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal Of Business Research, 22(2), 159-170.
Shimp, T. A., & Bearden, W. O. (1982). Warranty and Other Extrinsic Cue Effects on Consumers' Risk Perceptions. Journal Of Consumer Research, 9(1), 38-46.
Simon, M. F. (1970). Influence of Brand Names on Attitudes. Journal Of Advertising Research, 10(3), 28-30.
Slater, S. F., & Narver, J. C. (2000). Intelligence Generation and Superior Customer Value. Journal Of The Academy Of Marketing Science, 28(1), 120-127.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions, Journal of Current Issues and Research in Advertising, 26(2), 53-66.
Srinivasan, S., Vanhuele, M., & Pauwels, K. (2010). Mind-Set Metrics in Market Response Models: An Integrative Approach. Journal Of Marketing Research (JMR), 47(4), 672-684.
Steenkamp, J. M., & Geyskens, I. (2006). How Country Characteristics Affect the Perceived Value of Web Sites. Journal Of Marketing, 70(3), 136-150.
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1998). CONSUMER PERCEIVED VALUE: DEVELOPMENT OF A MULTIPLE ITEM SCALE. AMA Winter Educators' Conference Proceedings, 9.138.
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The Role of Perceived Risk in the Quality-Value Relationship: A Study in a Retail Environment. Journal Of Retailing, 75(1), 77-105..
Sweeney, J. C.,& Soutar, G., (2001), Consumer perceived value: The development of multiple item scale, Journal of Retailing, 77(2), 203-222
Thaler, R. (1985). MENTAL ACCOUNTING AND CONSUMER CHOICE. Marketing Science, 4(3), 199-214
Thomas, J. W. (2016). Brand Strategy. Sales & Service Excellence Essentials, 15(7), 11-12.
Tolba, A. H., & Hassan, S. S. (2009). Linking Customer-based brand equity with brand marketperformance. Journal of Product & Brand Management, 18(5), 356–366.Journal of Research in Marketing, 27(3),201–212.
Wong, W. P., Tseng, M., & Tan, K. H. (2014). A business process management capabilities perspective on organisation performance. Total Quality Management & Business Excellence, 25(5/6), 602-617.
Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal Of The Academy Of Marketing Science, 28(2), 195-211.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal Of Marketing, 52(3), 2-22.
Zeithaml, V. A., &Bitner, M.J.(2000).Service Marketing: Integrating Customer Focus across the Firm(2ndEd.). Boston, MA:McGraw-Hill Companies.
Zhuang, W., Cumiskey, K.J., Xiao, Q. & Alford, B.L.(2010). The Impact of Perceived Value on Behavior Intention: An Empirical Study. Journal of GlobalBusiness Management, 6(2), 1-7.