品牌知覺、廣告效果與關係品質對購買意願影響之研究

A Study of Brand Perception, Advertising Effectiveness and Relationship Quality on Purchase Intention

鍾政偉(Cheng-Wei Chung) ； 陳桓敦(Huan-Tun Chen) ； 林佳穎(Chia-Ying Lin)

《Journal of Data Analysis》 7卷5期 (2012/10) Pp. 137-157

https://doi.org/10.6338/JDA.201210_7(5).0007

摘要

餐飲業日益成長，競爭激烈，經營管理者以更好的服務和維持良好顧客關係以取代傳統的價格競爭，消費者需求的改變亦從基本的餐點內容、價格，延伸至空間氛圍、人員服務等；而品牌、廣告及消費關係也逐漸成為企業與消費者關心的議題。本研究主要探討品牌知覺、廣告效果與關係品質對購買意願之影響，藉由文獻彙整與討論建立本研究架構，採用網路問卷的方式針對麥當勞的消費者進行調查，共計回收有效問卷1,644份，採用線性結構方程式（SEM）為分析方法，對本研究假設進行驗證。實證結果發現：品牌知覺對購買意願未達顯著影響；廣告效果對購買意願呈現顯著正向影響，並且對關係品質亦產生顯著之正向影響。關係品質對購買意願呈現顯著正向影響；且品牌知覺會透過關係品質的間接影響，進而對消費者購買意願產生正向影響；廣告效果經由關係品質對購買意願亦有顯著的影響。良好的品牌知覺藉由廣告效果的強化以及關係品質的維持將促使消費者產生較高的購買意願，並且會推薦他人購買或重複購買。

關鍵字

品牌知覺 ； 廣告效果 ； 關係品質 ； 購買意願

並列摘要

Food and beverage industry are growing and having intense competitions. Businesses are to provide better service and to maintain customer relationships in replacing the traditional price competition. Consumers are changing their needs, from basic diets, price, and extending to the atmosphere and services, etc. A brand and relationship is becoming issues of concern to businesses and consumers. This study focused on brand perception, relationship quality on purchase intention and a model was developed. Internet questionnaires were used to McDonald's consumers in Taiwan, and gathered 1644 effective samples. Structural equation modeling (SEM) was used to verify the model. The results have shown that: Brand perception didn't have significant positive effect on Purchase intention; Advertising effectiveness has significant positive effect on both Purchase Intention and Relationship quality. Relationship quality also has significant positive effect on Purchase Intention. Indirect effects of Relationship quality towards the understanding of Brand perception has significant positive effect on purchase intention. And indirect effects of Relationship quality towards the understanding of Advertising effectiveness has significant positive effect on purchase intention. Decent brand perception, advertising effectiveness and relationship quality will encourage consumers to maintain higher purchase intention, and they will repeat purchase or recommend to others.

並列關鍵字

Brand Perception ； Advertising Effectiveness ； Relationship Quality ； Purchase Intention

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