顧客基礎之品牌權益、知覺風險、知覺價值與消費者購買意願關係之研究-以東森電視購物為例

The Influence of Customer-Based Brand Equity on Perceived Risk, Perceived Value and Purchase Intention- An Empirical Research of ET TV Shopping

歐雅婷(Ya-Ting Ou)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2006年)

摘要

品牌權益一直是過去廣泛討論的議題，然而多半著重於概念性的論述，如品牌權益的定義、衡量和重要性(Simon and Sullivan 1993; Keller 1993)，而對於品牌權益本身理論的驗證是相當少。過去在探討品牌權益時多從產品的角度出發，而本研究在探討以顧客為基礎之品牌權益，從文獻發展出以顧客為基礎之品牌權益，進行統計分析來合併或刪除衡量項目。並進一步加入知覺風險與知覺價值的構面，因為品牌權益能夠增加消費者價值，而價值又是利益與犧牲的衡量，故本研究以顧客基礎之品牌權益為利益面，知覺風險為犧牲面，結合兩者來衡量消費者的知覺價值，再進一步影響其購買意願。因此本研究嘗試以顧客為基礎，發展出以「功能品質利益聯想」、「品牌與經驗性利益聯想」、「象徵性利益聯想」三個構面對知覺風險、知覺價值與購買意願之關聯性。且因近幾年電視購物通路發展蓬勃，其中以東森電視購物為該產業的第一品牌，故本研究以東森電視購物為研究對象。
本文採用驗證性的研究方式，以東森電視購物為研究對象，進而發放400份之學術問卷，有效問卷為377份，先利用因素分析將顧客基礎之品牌權益修正為3個構面，在各項衡量指標達到標準之後，本研究遂採用LISREL8.72統計工具針對研究假設與因果模式等方面之進行實證分析與探討，得出以下結果：
1.顧客基礎之品牌權益與知覺風險的關係
由研究結果發現，顧客基礎之品牌權益中的功能品質利益聯想與品牌與經驗性利益聯想對知覺風險皆有顯著的反向關係。
2.顧客基礎之品牌權益與知覺價值的關係
由研究結果發現，顧客基礎之品牌權益下的功能品質利益聯想、品牌與經驗性利益聯想與象徵性利益聯想對知覺價值有顯著的正向關係。
3.知覺風險、知覺價值與購買意願的關係
由研究結果發現，知覺風險對消費者知覺價值有顯著的反向關係，且知覺價值對購買意願有顯著的正向關係。不過知覺風險對購買意願並無顯著的直接影響關係。

關鍵字

顧客基礎之品牌權益 ； 知覺風險 ； 知覺價值 ； 購買意願

並列摘要

Brand eauity has always be the topic for discussion in marketing because it contributes lots of opportunities for consumer researchers to provide value insights and guidance. Most of the researches about brand equity are based on product, rarely from consumer-baesd point. This study is to explore the measurement of brand equity and the relationship among brand equity, perceived risk, brand value and buying intention from the customer-based point of view. Based on literaturereview, this research inferred the source of customer-based brand equity including functional attributed-based and nonfunctional attributed-based. Furthermore, this study uses customer-based brand equity representing the profits side and perceived risk representing the sacrifice side to explore their effect on consumer buying intention. Total 400 questionaries are portioned out to consumers who has ever buying product or servied form Eastern TV Shonning channel. We take LISREL 8.57 as statistical tool to conduct confirmatory. Theoretical conclusion and practical implication for the study as discussed as follows:
1.The function-quality association and brand-experience association of consumer-based brand equity has significantly oppositive effect on perceived risk.
2.The function-quality association, brand-experience association and symbolic association has significantly positive effect on perveived value.
3.The perceived risk has significantly oppositive effect on buying intenion and the perceived risk has positive effect on buying intention.

並列關鍵字

Customer-based brand equity ； perceived risk ； perceived value ； buying intention

參考文獻

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