消費者購物動機對品牌權益影響之研究

The Influence of Consumers to Brand Equity

龔昶元(Chaang-Yung Kung) ； 王金酩(Chin-Ming Wang) ； 吳蕙妤(Hui-Yu Wu)

《致遠管理論叢》 2卷1期 (2007/09) Pp. 29-44

https://doi.org/10.6596/DJM.2007.2(1).2

摘要

品牌權益對消費者在商品評價時具有相當重要的關係，以往有關品牌權益的研究大多針對整體消費者為對象，較少分類；在品牌權益的衡量方面，也多採主觀的看法，較少採用實證方式做權重大小排序。但不同購物動機的消費者，對品牌權益的影響會有差異，並對品牌權益權重重視的程度也不同。因此，如能將消費者進行分類，並將不同購物動機群對於品牌權益的重視程度做大小排序，更有助廠商針對不同的消費類型採取較具效益的行銷方式。本研究以百貨公司女性消費者為對象，採集群分析與ANOVA檢驗不同購物動機的消費者，對商品品牌權益的影響是否有顯著差異，再藉由LISREL找出品牌權益在消費者心中不同的重視程度。結果發現，消費者可依照購物動機分為重度、輕度、與最佳預期效用三群，且皆對品牌權益的評價有顯著差異。而對於品牌權益構面的衡量，品牌忠誠度最重要，產品聯想大於知覺品質與組織聯想等，此發現應可彌補先前研究之不足處或不夠深入的檢驗，並據此提出較有效的具體方式，以提供百貨公司區分消費者類型在商品品牌權益實際運作上的策略建議。

關鍵字

百貨公司 ； 購物動機 ； 品牌權益

並列摘要

Brand equity is important on evaluation by customers, but there has been limited empirical work on this topics regarding distinctive consumer's group as well as their views on brand equity loading. The paper examines the difference between distinctive groups by consumers' shopping motivations and brand equity. The samplings conducted were female dresses shoppers of department stores, ANOVA and LISREL were applied to analysis. The main finding indicates that the samples were divided into three groups: highly, lightly, and practically motivated groups, which were significant different on evaluation to brand equity. Furthermore, the loyalty is the most significant dimension, as well as the importance of product association is higher than the perceive quality of product and organization association etc. The finding deepens the investigations that previous studies ignored, and may provide a better advice on brand equity strategies for department stores.

並列關鍵字

Department store ； Shopping motivation ； Brand equity