工業設備購買意願受要素品牌影響之研究

The Effect of Ingredient Branding on Industrial Equipment Purchasing Intention

王紹維(Shao-Wei Wang)

指導教授 ： 李月華 博士

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.00714

摘要

本研究架構是透過設備製造商及要素品牌的品牌權益，運用交易成本理論，對於設備採購者的購買意願產生影響。進而從交易成本的觀點探討要素品牌，對設備購買者產生拉引的效果，及引用要素品牌對推廣工業產品的影響。
本研究以台灣設備採購者為樣本對象，有效回收樣本182份。首先透過信度、效度分析對相關題項進行檢驗。再藉由驗證性分析來確定各變相與潛在變相間之因素結構。最後利用路徑分析來評估結構模型之間的路徑關係。
本研究結果顯示，設備製造商的知覺品質愈高，則對降低設備採購者的事前交易成本有正面的效果，設備製造商的知覺品質愈高，則對降低設備採購者的事後轉換成本有正面的效果，要素品牌的知覺品質愈高，則對降低設備採購者的事後轉換成本有正面的效果，愈有效降低設備採購者的事前交易成本，則顧客購買意願有正面的效果，愈有效降低設備採購者的事後轉換成本，則顧客購買意願有正面的效果。本研究貢獻對於工業產品找出更有效的行銷模式，透過要素品牌的置入，加上設備製造品牌產品品質的提升，對於消彌客戶知覺風險，進而降低交易成本具有正面的效果，因為交易成本的降低，加上要素品牌的拉引效果，設備採購者的購買意願得以得到提升。

關鍵字

品牌權益 ； 知覺品質 ； 交易成本 ； 購買意願

並列摘要

The study of researching structure is the effect of purchasing intention of equipment purchaser by brand equity of equipment manufacture, ingredient brand and transaction cost theory application. Base on perspective of transaction cost to discuss ingredient brand, the equipment purchaser is influenced by pull effect and industrial product promotion strategy is influenced by ingredient brand quoted.
The sampling object is equipment purchaser in Taiwan. Valid questionnaires are 182 samplings. First, the related subjects are examined by reliability and validity analysis. Second, the factor structure of each variable phase and potential variable phases are validated by confirmatory factor analysis.
As the result of the study, higher perceived quality of manufacture and ex-post transaction costs reduced of purchaser is positive. Higher perceived quality of manufacture and after transfer transaction costs reduced of purchaser is positive. Higher perceived quality of ingredient brand and ex-post transaction costs reduced of purchaser is positive. Reducing ex-post transaction costs of purchaser and purchasing intention is positive. Reducing after transfer transaction costs of purchaser and purchasing intention is positive. The contribution of study is effective promotion strategy finding for industrial product. By ingredient brand embedded and product quality promoted, the customer perceived risk could be eliminated. Moreover, the effect of transaction costs reducing is positive. Due to transaction costs reducing and pull effect of ingredient brand, equipment purchasing intention could be increased.

並列關鍵字

Brand Equity ； Perceived Quality ； Transaction Cost ； Purchasing Intention

參考文獻

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