品牌知名度、品牌偏好對自行車購買意願之影響

品牌對企業行銷而言是一個很重要的關鍵因素，本研究目的在探討品牌知名度、品牌偏好對自行車購買意願之影響，並以中部地區之自行車騎乘者為研究對象，採便利取樣方式進行問卷調查，總共發放360份問卷，回收330份，剔除無效問卷30份，共計300份有效問卷，有效問卷回收率為91%，經統計分析後所得結果如下：1.受試者在品牌知名度認知中，以對自行車品牌的辨識程度最高，其次為品牌回想及品牌象徵，而自行車消費者有中等偏高的品牌偏好程度。另外，受試者對於自行車亦具有明顯的購買意願。2.品牌知名度與購買意願間呈顯著正相關。3.品牌知名度及品牌偏好兩項因素對於自行車之購買意願具有顯著正向的預測力，合計對購買意願有44.1％的聯合預測力。最後，根據研究結果提出建議，研究者認為對自行車銷售業者在品牌知名度方面可針對品牌回想及品牌象徵這兩方面加強，以提昇自行車之品牌知名度。

關鍵字

品牌知名度；品牌偏好；購買意願

並列摘要

Brand is an important key factor for enterprise marketing. The purpose of this study was to examine the influence of brand awareness and brand preference on bike purchasing intention. Subjects were 360 bike riders selected by convenient sampling from central region in Taiwan. 330 copies of questionnaire have returned and 30 of which were invalid, the valid returning rate was 91%. The results indicated: 1. Among the perception of subjects' brand awareness, the most significant factor is brand recognition, the second is brand recall and brand symbolization. 2. There is a significant positive correlation between brand awareness and purchasing intention. 3. Brand awareness and brand preference can predict purchasing intention significantly, and provide 44.1% of the predictability in purchasing intention. Suggestions were finally proposed for bike industry. To promote the brand awareness, the bike industry needs to focus on ”brand recall” and ”brand symbolization”.