品牌形象、知覺價值以及品牌態度對購買意圖影響效果之探討

The Effects of Brand Image, Perceived Value, and Brand Attitude in Explaining Consumer Purchase Intention

高潔瑩(Chien-Ying Kao) ； 王又鵬(Yu-Peng Wang) ； 李潤楠(Run-Nan Li)

《環球科技人文學刊》 26期 (2020/07) Pp. 21-42

摘要

消費者對品牌的認識，通常著眼於影響品牌形象的各種因素，品牌形象是人們心裡，關於品牌的各種要素、概念的集合，主要是品牌知識和人們對品牌的態度，在競爭環境中，一項產品能有良好的品牌形象便會加強消費者對於品牌的印象，對品牌態度也會產生正面的影響，進而促使購買意圖增加。本研究主要探討品牌形象、知覺價值、品牌態度與購買意圖之關係，以春水堂作為研究的品牌，採用網路便利抽樣方式進行，有效問卷312份。研究結果顯示：（1）品牌形象對知覺價值具有正向的影響；（2）知覺價值對購買意圖具有正向的影響；（3）品牌形象對品牌態度具有正向的影響；（4）品牌態度對購買意圖具有正向的影響；（5）知覺價值在品牌形象與購買意圖間具有中介效果；（6）品牌態度在品牌形象與購買意圖間具有中介效果。

關鍵字

品牌形象 ； 知覺價值 ； 品牌態度 ； 購買意圖

並列摘要

Consumers know brands according to different factors which affect brand images. Brand image is depending on various elements, concepts, and consumer attitudes towards brands. In competitive environment, the product with good brand image can enhance impressions of consumers towards brands. Good brand images will provide positive impact on brands and increase consumers' purchase intentions. This study investigated the brand image, perceived value, brand attitude and purchase intention. The research brand is Chun-Shui-Tang. A total of 312 questionnaires were analyzed. The results were: (1) Brand image has a positive impact on perceived value. (2) Brand image has a positive impact on brand attitude. (3) Perceived value has a positive impact on purchase intention. (4) Brand attitude has a positive impact on purchase intention. (5) Perceived value is a mediating variable between brand image and purchase intention. (6) Brand attitude is a mediating variable between brand image and purchase intention.

並列關鍵字

brand image ； perceived value ； brand attitude ； purchase intention