品牌來源國行銷通路、炫耀性消費對購買意願影響之研究－旅遊觀點

Are the Purchase Intentions Different in Buying the Same Brand in Different Countries Places?-Travel Effect Perspective

陳良進(Chen, Liang-Chin)

《休閒事業研究》 14卷3期 (2016/09) Pp. 52-72

https://doi.org/10.6746/LIR.201609_14(3).0004

摘要

一般來說，相同品牌對相同消費者應該具有相同的價值與效用，因此，不論在何地都應有相同的購買意願。本研究從旅遊觀點挑戰此概念，探討消費者在品牌來源國的觀光工廠、專賣店、非專賣店對於相同品牌產品的購買意願差異。透過受測者間的實驗設計，以大學生為對象，採便利抽樣隨機分配進行三個研究驗證三項假設，研究結果發現對於相同品牌產品，在品牌來源國時，品牌觀光工廠及品牌專賣店的購買意願會高於非品牌專賣店；然而在非品牌來源國時，品牌原廠製造的購買意願高於第三國代工廠，此外，炫耀性消費的高低會干擾品牌觀光工廠、品牌專賣店、非品牌專賣店對購買意願的影響。

關鍵字

品牌來源國 ； 炫耀性消費 ； 朝聖效果

並列摘要

Generally speaking, the same brand should have the same value and utility for the same consumers. Therefore, they should have the same purchase intentions in any places. In order to challenge this concept, this study attempts to explore the difference of purchase intention toward the same brand between brand tour factories and brand stores from a traveling perspective, and examine the moderating effect by the conspicuous consumption. Three studies were conducted to verify the hypotheses using between-subjects experimental designs. University students were recruited as research subject via convenience sampling. Findings reveal that consumers when in the brand country-of-origin, consumers' purchasing intention in the tour factories and brand stores will be higher than the non-brand stores. However, when in the non-brand country-of-origin, consumers' purchasing intention in the brand factories will be higher than the third National Assembly factories. In addition, these traveling effects will be moderated by the conspicuous consumption, it's found only in purchasing high conspicuous consumption, purchasing intention differences will exist among different traveling countries.

並列關鍵字

Brand Country-of-Origin ； Conspicuous Consumption ； Pilgrimage Effect