The Effect of Behavioral Brand Loyalty on Purchase Intention and Word-of-mouth-Using Crown Café as an Example

行為性品牌忠誠度對購買意願及口碑之影響－以金礦咖啡為例

林建安(Chien-An Lin) ； 李一民(Yi-Min Li) ； 陳秀芬(Hsiu-Fen Chen)

《休閒暨觀光產業研究》 3卷1期 (2008/04) Pp. 61-75

https://doi.org/10.6158/JLTIR.200804_3(1).0006

摘要

本研究的主要目的為檢測行為性品牌忠誠度對購買意願及口碑的影響。本研究設計乃對正在金礦咖啡消費之顧客進行資料收集，然後利用結構方程式(SEM)進行分析以揭露行為性品牌忠誠度與購買意願之間和行為性品牌忠誠度與口碑之間關係。本研究發現，行為性品牌忠誠度對購買意願與口碑兩者皆有正面且顯著之影響。因此，本研究建議行銷者應該付出更多心力在顧客行為性品牌忠誠度的衡量上，因為行為性品牌忠誠度可做為購買意願與口碑兩者的指標。

關鍵字

行為性品牌忠誠度 ； 購買意願 ； 口碑

並列摘要

The primary objective of this study was to examine the effect of behavioral brand loyalty on purchase intention and word-of-mouth. A research design was employed to gather data from existing customers in the Crown Café, followed by an application of Structural Equation Modeling (SEM) to reveal the relationships between behavioral brand loyalty and purchase intention and between behavioral brand loyalty and word-of-mouth as well. The result of this study found that behavioral brand loyalty had positively significant effect on both purchase intention and word-of-mouth. It was strongly suggested that marketers should pay more attention to the measurement of behavioral brand loyalty since the behavioral brand loyalty can serve as an indicators of purchase intention and word-of-mouth.

並列關鍵字

behavioral brand loyalty ； purchase intention ； word-of-mouth

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