品牌形象與品牌態度對購買意願之影響研究

The effects of brand image and brand attitude on purchase intention.

邱瑋珍(Wei-Chen Chiu)

指導教授 ： 黃志文

共同指導教授 ： 林光賢

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00230

摘要

論文提要內容：
台灣近年來，消費水準提升，精品市場快速成長，許多精品品牌也陸續登台設櫃，然而如何在眾多品牌中脫穎而出則是重要的課題。品牌形象被視為一種資訊的提示，消費者藉由所持有的品牌形象來推論產品的品質。成功的品牌形象會提高產品的附加價值，進而被目標消費群所認同，以提高消費者之品牌態度與購買意願。過去研究大多以整體性概念來衡量品牌形象，而本研究係依據品牌形象之功能性、象徵性與經驗性此三構面分別來探討。
本研究係以皮件商品為研究範圍，對淡江大學碩士在職專班之商學院與管理學院學生進行普查，以了解皮件商品之「品牌形象」三構面對消費者之「品牌態度」與「購買意願」的影響。回收資料以線性結構關係模型（LISREL）進行分析並藉以驗証本研究之假說。

本研究結論：
一、「品牌形象三構面」在「品牌態度」與「購買意願」構面上有其顯著影響；且「品牌形象」會受到「品牌態度」之中介作用，進而影響其「購買意願」。
二、以皮件商品為例，其功能性品牌形象影響品牌態度之程度最為顯著；其次是象徵性品牌形象；最後則是經驗性品牌形象。
三、品牌態度會影響消費者的購買意願，且是正向相關，若消費者對該產品擁有正面且良好的品牌態度，則其對該產品的購買意願亦會較高。

關鍵字

品牌形象 ； 品牌態度 ； 購買意願

並列摘要

Abstract：
In recent years, the level of consumption improves and boutique market grows up fast in Taiwan. A lot of boutique brands set up the counters in Taiwan. Then, it’s an important subject how to show one’s talent in numerous brands. Brand image consider as one suggestion of information, consumer infer product quality by held brand image. The successful brand image will improve the additional value of the products, and then is approved by the target consumer group, in order to improve consumer’s brand attitude and purchase intention. Most studies measured the brand image with the entirety concept in the past, and this study is according to brand image’s functional attributes, symbolic attributes and experiential attributes this three aspects to discussion separately.
This study is investigates the brand image of different leather products. The data collection has been carried out through the questionnaire done by Tamkang University students by census method. In order to comprehend the effect of leather product’s brand image on consumer’s brand attitude and purchase intention. The obtained data is analyzed by using LISREL method and use to verify this study’s hypothesis.
The results of the study are summarized as follows:
1. “Brand image three aspects” in “brand attitude” and “purchase intention” have significant difference; and “brand image” will be affected by intermediary of “brand attitude”, and then influence “purchase intention”.
2. Take leather products as an example, its functional brand image influences the degree of the brand attitude is most apparent; secondly is symbolizing brand image; it is a experience brand image finally.
3. Brand attitude will influence consumer’s purchase intention, and is positive relevant. If consumers have a positive and good brand attitude, then their purchase intention will upper.

並列關鍵字

Brand Image ； Brand Attitude ； Purchase Intention

參考文獻

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