消費者特性、首選品牌與消費者選擇集合大小關連性之研究-以手機品牌為例

A study of the Relationship of Consumer Choice Brand-a Case sutdy onf the Mobil Phone

鄭宏鈞(Hung-Chun Cheng)

指導教授 ： Chun-Yao Huang

國立臺灣大學/管理學院/商學研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.10109

摘要

隨著行動電話使用上的普及，市場漸趨成熟，手機品牌廠商所關注的議題不再只是如何為產品添加新的功能，或是設計出更符合時尚潮流、更能獲得消費者靚睞的手機，廠商也開始專注於消費者對於自身產品的品牌忠誠，以獲得更高的毛利，但過去的消費者品牌忠誠度往往侷限於個別消費者特性與單一品牌忠誠的分析，而非以多品牌忠誠的概念進行研究，使得瞭解消費者選擇決策過程略顯不足，因此本研究利用因素分析確認出產品瞭解程度、產品涉入程度、口碑訊息接受度及過去使用品牌數四個因素，並將其命名為消費者特性，再以因素分析確認首選品牌瞭解程度、首選品牌忠誠度二個主要的中介變數，最後再以消費者選擇集合大小為應變數，並利用多元迴歸方法探討其三個構面之間的關連性，進而瞭解消費者的購買選擇決策過程。結果發現消費者特性中的因素大多會顯著影響首選品牌瞭解程度，進而增大消費者選擇集合；同時消費者特性中的因素大部份與首選品牌忠誠度沒有顯著關係，但首選品牌忠誠度會顯著縮小消費者選擇集合。

關鍵字

消費者特性 ； 首選品牌瞭解程度 ； 首選品牌忠誠度 ； 消費者選擇集合大小

並列摘要

As the subscriptions to mobile phones become more widespread and the market grows more mature, manufacturers’ effort in cultivating brand loyalty which generates higher profit has now exceeds traditional focus on new functions and fashionable designs while developing new handsets. However, past literatures discussing consumer brand loyalty invested much on consumer characteristics and specific brand loyalty but provided insufficient information on the consumer decision making process. This thesis aims to understand the purchasing decision making process by delineating the relationship between knowledge of primary-choice brand, loyalty of primary-choice brand, and consumer choice set.
Through factor analysis, the paper first manifests the construction of the knowledge and loyalty of the primary-choice brand as influenced by consumers’ knowledge of the products, level of product involvement, susceptibility to the word-of-mouth, and brand product experiences, which are collectively referred to as consumer characteristics. A multiple regression model is then built based on the knowledge and loyalty of the primary-choice brand designated as the intervening variables/intermediate variables and the consumer choice set as the dependent variables. The findings indicate that most of the factors of consumer characteristics have significant influence on the knowledge of primary-choice brand, which will lead to an expansion of consumer choice set. Although most of the factors of consumer characteristics have little relationship with the loyalty of primary-choice brand, loyalty of primary-choice brand can substantially narrow the consumer choice set.

並列關鍵字

Consumer Characteristics ； Knowledge of Primary-choice Brand ； Loyalty of Primary-choice Brand ； Size of Consumer Choice Set

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