Relational Model on Effect of Enterprise Brand Image on Customers Attitude and Post-Purchase Behavior

企業品牌形象對消費者態度與購後行為之影響關聯模式

吳淑鶯(Shwu-Ing Wu) ； 陳燕柔(Yen-Jou Chen)

《行銷評論》 12卷4期 (2015/12) Pp. 369-393

摘要

隨著全球產業趨勢快速變化、競爭加劇，品牌管理愈形重要。良好的品牌形象可創造產品差異性，建立消費者的偏好與忠誠，更可以為企業累積聲譽，成為競爭優勢的來源。因此如何讓消費者肯定企業的品牌，以誘導其對企業產生正面品牌態度、滿意度及忠誠度進而採取購買行動則是企業更須關切的課題。本研究藉由文獻分析及實證研究來探討消費者對企業功能性形象、象徵性形象及經驗性形象的知覺，以了解其對消費者的態度及購後行為（滿意度、忠誠度及再購意願）的影響，並分析不同構面之間的關係強度以建立結構關係模式。本研究選擇摩斯漢堡為研究的標的企業，以進行實證研究。針對消費者調查後，共回收547份有效問卷，分析結果發現：（1）企業功能性形象及經驗性形象對消費者的品牌態度有顯著正向影響。（2）消費者的品牌態度對滿意度、忠誠度及再購意願皆有顯著正向影響。（3）消費者的滿意度及忠誠度對再購意願有顯著正向影響。故而業者更須重視品牌的功能性及經驗性的形象。

關鍵字

品牌形象 ； 品牌態度 ； 滿意度 ； 忠誠度 ； 再購意願

並列摘要

Due to accelerating industry globalization and intensifying competition, brand management has become increasing more important. Better brand management can help create product differentiation, establish customers' preference and loyalty and win good reputation. It has become a source of competition advantages. How to make customers accept enterprise brand, have positive brand attitude and enhance satisfaction and loyalty are concerns of enterprises. This study discusses customer perception of functional image, symbolic image and experiential image of enterprises to understand the effect on the customers' attitude and post-purchase behavior (satisfaction, loyalty and repurchase intention) and analyze strength of relationship between the different dimensions to establish structural relationship. This study selected MOS Burger as the target enterprise for empirical research. A questionnaire survey was conducted and 547 valid samples were retrieved. The results showed that: (1) the enterprise functional and experience image have a significantly positive effect on the customers brand attitude; (2) the customers brand attitude has a significantly positive effect on the satisfaction, loyalty and repurchase intention; (3) the customers satisfaction and loyalty have a significantly positive effect on repurchase intention. Thus, the entrepreneurs should pay more attention to brand functional image and experiential image.

並列關鍵字

brand image ； rand attitude ； satisfaction ； loyalty ； repurchase intention

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