- 學位論文
品質不良事件對品牌形象、品牌信任、品牌權益與購買意願影響之研究
The Research of Nonconformance Impact on Brand Image, Brand Trust, Brand Equity and Purchase Intention
摘要
在科技不斷進步下，智慧型手機已是人們生活息息相關的物品，人類講求手機功能極大化，反而卻忽視了使用上安全的問題，一旦發生類似爆炸品質不良的事件，即便是多好的功能，人們也會在心中對此品牌仍然會保有疑慮，因此各品牌廠商應該更強調產品安全的把關，並以安全第一去製造各種產品，才能真真切切鞏固品牌的地位。 本研究以問卷調查的實證研究方式，以Y品牌為例，探討智慧型手機受品質不良事件後對品牌形象、品牌信任、品牌權益會如何影響消費者購買意願，將回收的問卷用SPSS 22.0統計軟體進行資料分析，期望本研究能夠找出國際品牌對危機應變處理的典範，並且可以提供品牌廠商在品牌事業上的經營或行銷策略建議以提升消費者的長期購買意願。
並列摘要
In the continuous progress of science and technology, smart phones are used in daily living. people emphasize on mobile phone function maximization, but ignore the use of security issues, which is reacted in the event of similar explosive quality. People will have the concern about the brand, so the brand manufacturers should put more emphasis on product safety checks, and safely to create a variety of products in order to truly consolidate the brand's position. This paper takes the Y brand as an example to discuss how the brand image, brand trust and brand equity affect the purchase intention of the smart phone after the bad quality of the mobile phone. The questionnaire will be collected and analyzed by using SPSS 22.0 Software, and I hope that this study can find a model of international brand crisis response, and can provide brand manufacturers in the brand business on the business or marketing strategy to enhance the consumer's long-term purchase intention.