品牌形象、產品品質及口碑傳播對眼鏡購買意願之影響

面對競爭者不斷增加的趨勢，眼鏡業者須要了解消費者的眼鏡選擇行為，以創造出符合消費者需求的經營模式，以利企業永續經營。眼鏡相關商品與一般性的商品對消費者在選擇上是否有差異是值得探討的。因此，本研究以品牌形象、產品品質及口碑傳播為研究架構，來探討對消費者在選擇眼鏡時的消費行為。本研究將針對年滿20歲以上且近六個月內曾經至眼鏡行之消費者為研究對象，本研究共回收297份有效問卷，回收的問卷以描述性統計、迴歸分析進行假設驗正。本研究結果顯示，眼鏡業的消費行為與一般性的消費行為不同。眼鏡業的品牌形象對購買意願有正向影響、品牌形象對口碑傳播有正向影響、口碑傳播對購買意願有正向影響、產品品質對購買意願有正向影響以及產品品質對口碑傳播有正向影響，本研究亦發現口碑傳播中介品牌形象與購買意願之間的關係。本研究之結果，可作為眼鏡相關產業的經營及未來發展的依據，最後本研究也提出管理意涵及研究限制。

關鍵字

消費者行為；購買意願；品牌形象；口碑傳播

並列摘要

To achieve sustainable operations under ever-intensifying competition in the optical industry, business owners shall develop an in-depth understanding on consumer's behaviors in choosing glasses, thereby creating a business model that meets the needs of consumers. Whether glasses-related products are different from general goods in terms of consumers' choice? How are they different? These are issues worth exploring. This study examines consumers' behavior in choosing glasses through the lens of brand image, product quality, and word-of-mouth communication. Consumers who are aged of 20 years and above and have visited glasses shops in past six months have been surveyed with regard to their consumption behaviors choosing glasses. A total of 297 valid questionnaire responses were collected in this study. Analytical results show that there are indeed differences in consumers' behaviors in the optical industry compared to general consumption industries. The results indicate that brand image has a positive impact on purchase intention and word-of-mouth communication, word-of-mouth communication has a positive impact on purchase intention, and product quality has a positive impact on purchase intention and word-of-mouth communication. The findings of this study may be used as a guideline for current and future business operations in the optical industry. Finally, this study provides insights on management implications.