品牌來源國形象影響豪華汽車知覺品質,品牌信任,品牌情感及品牌忠誠度之研究

近年來豪華汽車銷售績效明顯成長，因民眾生活多元化而改變，購買汽車產品的決定係參考汽車網路行銷及汽車門市業務介紹外，來源國形象對於消費者刻板印象的購買意願有一定地影響力。所以本研究以品牌忠誠度作為研究目標。開始探討品牌來源國形象對於知覺品質的影響；第二，知覺品質對於品牌信任及品牌情感的影響；第三，品牌信任及品牌情感對於品牌忠誠度的影響。本研究主要研究對象為已經擁有德國賓士汽車、德國寶馬汽車、日本凌志汽車關注的群眾，回收有效樣本為487份問卷。驗證結果如下：一、品牌來源國形象對於研究發展品質、工藝設計品質、關鍵零組件、製造品質及工程設計品質有顯著正向影響；二、研究發展品質對於品牌信任有顯著正向影響、研究發展品質對於品牌情感沒有顯著影響；三、工藝設計品質對於品牌信任、品牌情感沒有顯著影響；四、關鍵零組件對於品牌信任、品牌情感有顯著正向影響；五、製造品質對於品牌信任、品牌情感有顯著正向影響；六、工程設計品質對於品牌信任、品牌情感有顯著正向影響；七、品牌信任對於品牌忠誠度有顯著正向影響；八、品牌情感對於品牌忠誠度有顯著正向影響。最後，對後續研究者提出建議與未來研究方向之參考。

關鍵字

來源國形象；知覺品質；品牌信任；品牌情感；品牌忠誠度

並列摘要

Luxury car sales have grown substantially because of the diversification of people’s lifestyles. Car-purchasing decisions are primarily based on online marketing and salespeople’s introductions in car showrooms. Furthermore, consumers’ perceived image of a car’s country of origin exerts a considerable influence on their stereotypical impression of the cars produced there, and thus, on their purchase intention. Therefore, this study investigated brand loyalty through exploring the influence of people’s image of brands’ country of origin on their perceived quality; the influence of perceived quality on brand trust and brand emotion; and the influence of brand trust and brand emotion on brand loyalty. The participants of this study were people who had expressed interest in the German car manufacturers Mercedes-Benz and BMW and the Japanese car manufacturer Lexus. In total, 487 valid questionnaires were returned, the analysis of which revealed the following findings: (a) the image of the brands’ country of origin exerted a significant and positive influence on key components as well as the quality of research and development, technological design, manufacturing, and engineering design; (b) quality of research and development exerted a significant and positive influence on brand trust but not on brand emotion; (c) quality of technological design did not exert a significant influence on brand trust or brand emotion; (d) key components exerted a significant and positive influence on brand trust and brand emotion; (e) quality of manufacturing exerted a significant and positive influence on brand trust and brand emotion; (f) quality of engineering design exerted a significant and positive influence on brand trust and brand emotion; (g) brand trust exerted a significant and positive influence on brand loyalty; and (h) brand emotion exerted a significant and positive influence on brand loyalty. Finally, this study proposed suggestions for the directions of subsequent research.