品牌形象對外匯車購買行為影響之研究

本研究以近年熱賣的外匯車為例，觀察品牌形象不同構面（象徵面、體驗面及功能面），與品牌認同感、品牌忠誠度之關聯性，同時分析消費者年收入的調節效果，檢視年收入是否影響品牌形象與品牌認同感之關係。研究結果發現汽車的品牌形象的象徵構面與體驗構面對外匯車品牌認同感呈顯著正向關係，而外匯車品牌認同感對外匯車品牌忠誠度正向顯著影響。此外，透過調節效果發現，消費者年收入越低，不同品牌形象構面（象徵面、體驗面及功能面）影響品牌認同感的效果越強烈。

關鍵字

外匯車；品牌形象；品牌認同感；品牌忠誠度；年收入

並列摘要

In this study, the hot foreign exchange vehicles in recent years are taken as an example to observe the relationship between different aspects of brand image (symbolism, experience, and function), brand identity, brand loyalty. Moreover, we analyzed the adjustment effect of consumers' annual income, and to examine whether the annual income affects the relationship between brand image and brand identity. The results show that there is a significant positive relationship between the symbolic and experiential aspects of the automobile brand image and the brand loyalty of foreign exchange vehicles. Besides, through the analysis of regulatory effect, we found that the lower the annual income of consumers, the stronger the effect of different brand image aspects (symbolic, experiential, and functional) on brand identity.