品牌權益對消費者購買行為之影響－以遙控模型直昇機為例

Influence of the Brand Equity on Purchasing Behavior-A Case Study of Radio Controlled Model Helicopter

黃蘭筠(Lan-Yun Huang) ； 李宗鴻(Tsung-Hung Lee)

《休閒運動期刊》 5期 (2006/05) Pp. 129-141

https://doi.org/10.29909/IWCMAT.200605.0014

摘要

本研究以以遙控模型直昇機使用者爲例，探討品牌權益、知覺價值與購買意願之關係。採自編的問卷，內容包括品牌權益、促銷方式、知覺價值、購買行爲、及人口統計變數等五大項，利用網路調查方法，針對台灣地區遙控模型直昇機的飛友最常會上網討論的網站，進行問卷調查，共發放270份問卷，實得有效問卷270份。將所收集的資料以SPSS 12.0進行變異數分析與檢定，利用LISREL 8.52進行驗證性因素分析及結構方程模式的實證研究，以最大概似估計法(Maximum Likelihood Estimation)對本研究模式中各組變項間之因果關係進行估計。實證結果顯示，國內模型直昇機公司，不論是在金錢性促銷下或非金錢性促銷下，品牌權益顯著的直接影響知覺價值及購買行爲，知覺價值顯著的直接影響購買行爲。國外模型直昇機公司在金錢性的促銷下，品牌權益顯著的直接影響購買行爲，知覺價值顯著的直接影響購買行爲。但在非金錢性的促銷下，品牌權益顯著的直接影響知覺價值，但卻負向且顯著的直接影響購買行爲，知覺價值顯著的直接影響購買行爲。

關鍵字

品牌權益 ； 知覺價值 ； 購買行爲 ； 遙控模型直昇機

並列摘要

This study examined the relationships among brand equity, perceived value, and purchasing behavior using latent variables of brand equity, promotion types, perceived value, purchasing behaviors, and elemental data of respondents. Total of 270 valid questionnaires were surveyed. Both the ANOVA and descriptive statistics were analyzed by SPSS 12.0. The confirmatory factor analysis and structural equation model were analyzed by LISREL 8.52 for windows. In domestic corporations, brand equity affected perceived value and purchasing behavior directly, and perceived value affected purchasing behavior directly in both pricing promotion and premium promotion. In foreign corporations, brand equity affected perceived value and purchasing behavior directly, and perceived value affected purchasing behavior directly in pricing promotion. On the other hand, perceived value affected purchasing behavior directly in premium promotion. However, brand equity negatively affected purchasing behavior directly in premium promotion.

並列關鍵字

brand equity ； promotion types ； perceived value ； purchasing behavior ； radio controlled model helicopter