品牌形象、產品造形對消費者購買行為影響之研究－以購買數位相機為例

The Impact of Brand Image and Product Form on Consumers Purchase Behavior-A Case Study of Digital Cameras

呂椬圳(Yi-Chun Lu) ； 曾國城(Kuo-Cheng Tseng)

《創新研發學刊》 11卷1期 (2015/06) Pp. 39-54

摘要

品牌的探究一直是探討的熱門話題，一個品牌的好壞往往是消費者對於公司形象主觀看法的關鍵，也是創造顧客來源的重要因素之一；產品造形上的滿意度也是影響消費者的重要因素，品牌的好壞、產品的造形對於購買行為有著相當大的影響力；本研究採用迴歸分析等法，探討消費者對於品牌形象、產品造形及購買意願是否有著緊密的相互影響關係。因此將影響消費者購買意願的品牌形象、產品造形因素加入此研究為主要的重點，品牌形象與產品的造形設計能否在消費者心中存在，並激發出消費者的消費傾向與意願是必要探討的問題，研究發現產品的品牌形象愈正面時，會形成較佳的品牌認知，有助於消費者購買意願的提昇，增加選擇該品牌的機會；產品造形較佳的產品亦能吸引消費者的目光，增加選擇該產品的機會。

關鍵字

品牌形象 ； 產品造形 ； 購買意願 ； 購買行為

並列摘要

Brand image has been considered as an important part in marketing for recent years. A brand which is good or bad can influence consumer's subjective view of the company's image. Besides, brand image and product form can trigger consumers' purchasing motivation. As such, this research is mainly based on Regression analysis. It discusses the impact of brand image and product form on consumers' purchasing behavior. It attempts to find out if they would impact consumers' decisions. The research findings suggest there is an obvious link between a brand's image and consumers' purchasing behavior; there is an obvious link between a product's form and consumers' purchasing behavior. Overall, there exist true relationships between brand image, product form and consumers' purchasing behavior. The findings indicate that brand products with more positive brand images are helpful to increase customer purchase intentions. Besides, product forms also have positive impact on customer purchase intentions.

並列關鍵字

brand image ； product form ； purchase motivation ； purchase behavior