分析品牌形象與品牌個性影響消費者購買智慧型手機產品之動機

Analysis of Publicity Image and Brand Personality Influence Consumer

王吉鎮(Chi-Chen Wang)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200328

摘要

智慧型手機市場成長迅速，各家品牌因而崛起，如HTC、三星、APPLE，進而取代原始手機市場之品牌廠商，可見消費者對品牌之認知會對不同產品而有所轉移。因此，本研究期望透過消費者對品牌聯想關聯，探討企業智慧型手機企業品牌效果。由於消為了有效率的選擇對自己合適的智慧型手機常根據企業的品牌形象與企業強打的品牌個性為主要依據，故本研究其針對品牌形象與品牌個性對消費者購買智慧型手機動之影響。
本研究採取問卷設計方式，共發放500份樣本，剔除52份無效問卷，以448份測試品牌形象與品牌個性中對於智慧型手機的購買動機之影響。本研究發現以下結果：
1.『象徵性品牌形象』相較於『功能性品牌形象』與『經驗性品牌形象』以及擁有『刺激』與『強壯』的擬人化個性之智慧型手機品牌，較易使消費者產生較高的購買動機。
2.品牌形象與品牌個性對於消費者在選擇智慧型手機之購買動機有明顯之顯著。
3.透過人口統計差異化分析，發現對品牌形象與品牌個性受到年齡與月所得對消費者有其影響，其中，品牌形象之『象徵性形象』與品牌個性之『刺激』與『強壯』對消費者有顯著之影響。

關鍵字

購買動機 ； 品牌聯想 ； 品牌形象 ； 品牌個性

並列摘要

The smartphone market growing rapidly, thus many brands starts to spring up such as HTC, Samsung and APPLE, which refresh the market share of mobile phone; and from the market share we could able to glimpse that consumer’s percept about the brand could shifted when facing different products.
Therefore, this study expects to disclose and explore the brand effect of smart phones through consumers brand association.
Due to consumer would select the right smartphone in efficiency way thus they often choose base on the brand image and brands personality; in this case this study is to probe the influence of brand image and brand personality effect on consumers motivation of purchasing a smartphone.
This study adopt questionnaire method, issuing 500 questionnaires in total, excluding 52 invalid questionnaires, the 448 valid questionnaires contributed to test and understand the how brand image and brand personality take influence on consumers motivation for the purchase smart phone. The study shows the following results:
“Symbolic brand image” are easier drown consumers attraction same as those brands with anthropomorphic personality such as "excitement" and "power" which raising the purchasing motivation compared to those focus on “functional brand image” and "empirical brand image".
Brand image and brand personality play a significant role on consumers purchasing motivation for a smartphone.
Through the gap analysis of demographic, reveal that brand image and brand personality could be impacted by consumer’s salary and age. Especially for those brand image focus on "symbolic image" and those brand personality focus on “excitement” and “power” they are significant impact on consumers.

並列關鍵字

Brand Image ； Brand Personality ； Brand Associations and Purchase Motivation.

參考文獻

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