探討露營品牌Snow Peak品牌形象對消費者購買意願影響之研究－品牌認同及品牌忠誠度之干擾效果

近年來台灣隨著週休二日逐漸改變消費者的生活形態，到了假日嚮往體驗大自然露營休閒生活，由輕旅行的露營，慢慢的轉變成家庭與團體露營類型的露營消費模式。由國內最大露營地訂位平台資料庫「露營樂」APP統計至2019.3月目前有1718露營區，而露營人口的趨勢越增，連帶提升露營用品市場的蓬勃商機。當面對競爭市場，品牌形象是影響消費者購買意願主要因素，在此次研究露營用品品牌Snow Peak 為例，探討關係品牌認同及品牌忠誠度干擾效果。本研究以社群網站露營瘋、Snow Peak露營用品二手市集，透過喜愛露營的消費者作為研究之範圍。研究對象皆是有消費過露營用品的消費者，並定義各項研究衡量方式，以網路SurveyCake問卷系統調查之方式，利用回歸分來並證明已經發展出來的理論模式，研究發現Snow Peak品牌形象對消費者購買意願影響之研究有正向關係，其他假設並無顯著關係及管理意義在此研究中同時為未來研究建議被討論。

關鍵字

品牌形象；品牌認同；品牌忠誠度；購買意願

並列摘要

The consumers’ leisure life have changed recently, especially the implementation of weedends off in Taiwan. People are longing for enjoying the nature with camping. The leisure style have changed slowly from light travel to family camping .The EASYCAMP APP is the biggest camp reservation platform, and the database statistics show that there are one thousand seven hundred eighteen camping area in Taiwan until March,2019. The camping market business become flourish with the increasing camping population. As facing the competitive markets, brand image is the key factor to influence consumer purchase intentions. In this study, Brand-Snow Peak is taken as a case. And how do camping brand indentification and brand loyalty moderate the relationships between brand image and purchase intentions? Social networking sites are fast growing and become an important medium as a communication tool in recent years. So, data in this study are collected form the camping users from GO CAMP Social networking websites and Snow Peak- second hand website by the survey Cake on-line questionnaire system. Regression analysis was adopted to test the hypotheses. The findings of the study indicated that brand image has positive effect on consumers’ purchase intentions. The other hypotheses are not significantly supported. Theoretical and managerial implications of this study and recommendations for future research are also discussed.