數位單眼相機品牌形象對消費者知覺價值影響之研究

The Effect of Digital Single Lens Reflex Camera Brand Image on Consumers' Perceived Value

盧芷鋆(Chih-Yun Lu) ； 鍾志強(Chih-Chiang Chung)

《休閒運動期刊》 12期 (2013/08) Pp. 105-114

摘要

本研究擬探討數位單眼相機品牌形象對消費者知覺價值影響之研究，並瞭解消費者之特性。以雲林地區數位單眼相機使用者至少一年為受試對象，採立意抽樣法於2012年12月1日至12月31日進行問卷發放，總計發放問卷114份，有效問卷112份，回收之有效問卷，使用SPSS 18.0 for Windows軟體進行敘述性統計、t檢定、相關分析、因素分析、信效度分析與迴歸分析。研究結果發現：（一）以消費1次者居多；使用2～3年者居多；購買資訊管道主要為網路資訊；最常使用的品牌為Canon；主要購買地點為傳統相機店；購買主要目的為娛樂用途；購買價位以20,001~30,000元居多；以男性居多，佔65.2%；年齡以21～25歲居多；月收入以10,000以下居多，顯示受試者多為年輕族群，並非為專業性攝影人員。（二）數位單眼相機品牌形象與消費者知覺價現況分析顯示，品牌形象構面以「功能性」與「經驗性」平均數最高，知覺價值分析的4個題項都頗為同意。（三）數位單眼相機品牌形象對消費者知覺價值具有顯著的預測力，以「功能性」預測力為最高，以「經驗性」為次之。

關鍵字

數位單眼相機 ； 品牌形象 ； 知覺價值

並列摘要

The purpose of this study was to explore the effect of digital single lens reflex camera brand image on consumers' perceived value, and to know demographic variable of consumers. The participants have used digital single lens reflex camera for at least one year Yunlin region. 114 questionnaires were distributed to the research subject, and 112 were retrieved as valid samples. The questionnaire including brand image, perceived value, and consumers' information, and then the collected data was analyzed by descriptive statistics, t-test, correlation analysis, factor analysis, the reliability and validity analysis and regression analysis. This research has found that: (1) Most of the participants were male; they bought the camera once; they have used it for two to three years; their buying information was from the internet; the brand most they used was Canon; they bought it from the traditional camera store; the purpose of buying was for entertainment; the price was 20,001~30,000 NT dollars; they were 21 to 25 years old and their income were less than 10,000 a month. (2) Two dimensions of ＂functional＂ and ＂experiential＂ were provided the highest mean and the 4 items of perceived value were all provided with high scores. (3) There was a positive relationship between brand image and perceived value, and the predictive powers of highest were ＂functional＂ and ＂experiential＂.

並列關鍵字

digital single lens reflex camera ； brand image ； perceived value