品牌聯想、品牌態度對消費者購買意願之影響─以品牌個性一致性為干擾變數

The Effects of Brand Association and Brand Attitude on Consumer’s Purchase Intention - Brand Personality Congruity as a Moderator.

劉奕君(Yi-Chun, Liu)

指導教授 ： 盧昱蓉

中原大學/商學院/國際經營與貿易研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700220

摘要

在現今的世代中，消費者的需求越來越多元化，以品牌為首且市場競爭的環境中，企業為了吸引消費者的注意，除了不斷推陳出新之外，保有且突顯自家品牌特色更為重要。許多研究顯示，品牌聯想為國內各企業重視的品牌要素，其可提升消費者評價或喜好也就是品牌態度，如此一來能吸引更多顧客，創造更多獲利與競爭優勢，因此提高消費者品牌聯想為企業重要的行銷方法。品牌聯想並不侷限於有形聯想也可為無形的，而品牌個性一致性是一種有效的方法，能讓消費者對品牌有直接接觸且能更清楚地認識品牌。因此，本研究欲探討品牌聯想、品牌態度對購買意願的影響，並以品牌個性一致性為此三個變數間的干擾變數。

本研究以線性迴歸及層級迴歸方法對研究進行假說驗證。研究結果發現品牌聯想對品牌態度有正向影響；品牌聯想對購買意願有正向影響；品牌態度對購買意願有正向影響；品牌個性一致性對品牌聯想與品牌態度之間具有調節效果；品牌個性一致性對品牌聯想與購買意願之間具有調節效果；品牌個性一致性對品牌態度與購買意願之間具有調節效果。本研究結果可提供給相關企業與未來研究作為參考依據。

關鍵字

品牌聯想 ； 品牌態度 ； 購買意願 ； 品牌個性一致性

並列摘要

Nowadays, the needs of consumers have become more diversified. In an environment where brands are highly valued and market competition is especially fierce, enterprises have made extra effort to attract consumers’ attention. They not only constantly get rid of the old and bring forth the new, but also preserve and emphasize the special features of their own brand, which is far more important. Many researches have shown that, brand association, an essential factor for brands which Taiwanese enterprises highly value, can improve consumers’ interest and discussion around products. Through this approach, these brands could attract more customers and create more profits as well as competitive advantages. Hence, to raise brand association for consumers has become an important selling method for enterprises. Brand association is not restricted to tangible association, but intangible association as well. The brand personality congruity is an effective method which could allow consumers to have direct contact with the brand and understand it more clearly. Thus, this research aims to discuss the influence of brand association and brand attitude on consumers’ purchase intention, and the brand personality congruity as the moderator between the three variables.
This research uses the methods of linear regression and hierarchical regression to verify the assumption. The result of this research verify that brand association has positive influence on brand attitude and consumers’ purchase intention, and brand attitude also has a positive influence on consumers’ purchase intention. Moreover, brand personality congruity has a moderator effect between brand association and brand attitude, brand personality congruity has a moderator effect between brand association and consumers’ purchase intention and brand personality congruity has a moderator effect between brand attitude and consumers’ purchase intention. The finding of this research can be provided for relevant enterprises as reference for future researches.

並列關鍵字

Brand Association ； Brand Attitude ； Purchase Intention ； Brand Personality Congruity

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