品牌權益對客戶的購買意願的影響之研究-以知覺價值為干擾變數

Study the Effect of Brand Equity on Customer Purchase Intention- Taking Perceived Value as a Moderator Variable

王榮洲(RONG- JOU WANG)

指導教授 ： 謝介仁

共同指導教授 ： 哈冀連

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2010年)

摘要

品牌權益是企業維持競爭優勢與掌握盈餘的重要來源，因此企業不但要力求提供最佳的顧客服務，更要培養客戶的購買意願。企業若能保有客戶的購買意願，將可使企業獲利提高，進而可維持企業的競爭優勢。因此，本研究想要透過這幾個構面，包括品牌權益、客戶的購買意願、知覺價值，去探討品牌權益對客戶的購買意願的影響。
本研究以知覺價值為干擾變數，探討品牌權益對客戶的購買意願之影響，本研究共發出問卷260份，本研究在扣除無效與填答不完整之問卷後，有效問卷為188份，有效回收率為72%。並運用SPSS統計分析軟體，以因素分析、相關分析、階層迴歸分析等方法來進行資料分析。得出以下結果：(1) 品牌權益對客戶的購買意願具有正向顯著影響；(2) 知覺價值對品牌權益具有正向顯著影響；(3) 知覺價值對客戶的購買意願具有正向顯著影響；(4)對品牌權益與客戶購買意願關係上呈現顯著干擾效果。最後本研究希望藉此研究之結果，能提供販賣麻豆文旦的商家有些許的建議及參考。

關鍵字

品牌權益 ； 知覺價值 ； 客戶購買意願 ； 品牌忠誠度知覺品質

並列摘要

Brand equity is a Corporate to maintain its competitive advantage and to grasp an important source of earnings, therefore a corporate must not only strive to provide the best customer service, but also to foster customer purchase intentions. If a corporate can retain customer purchase intentions, it will enable corporate to improve profitability, and then to maintain their competitive advantage. Therefore, this study was to through this several dimensions, including brand equity, customer purchase intentions, and perceived value of brand equity to customer purchase intentions.
This study took perceived value as a moderator variable to explore the relations between Brand Equity and Customer Purchase Intention. The questionnaires were applied in the study, and we send out 260 questionnaires. It was being deducted invalid and not filling out questionnaires. The number of effective questionnaire is 188 and the effective rate is 72%. The way of SPSS statistical analysis software is used data analysis include factor analysis, relevant analysis and hierarchical regression analysis.
The results of this study were mainly as below：1. Brand Equity has significantly positive effect on Customer Purchase Intention.2. Perceived Value has significantly positive effect on Brand Equity and Customer Purchase Intention.3. Perceived Value has intervening significantly positive effect on Brand Equity and Customer Purchase Intention. Findings and conclusions are further discussed.

並列關鍵字

brand equity perceived value ； customer purchase intentions ； brand loyalty ； perceived quality

參考文獻

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