創新接受因素、知覺價值對品牌形象及企業形象 影響之研究 —以手機品牌為例

Research on the Impact of Innovative Acceptance Factors, Perceived Value on Brand Image and Corporate Image: Taking Mobile Phone Brands as an Example

謝瑞媛(Ruei-Yuan Sie)

指導教授 ： 薛朝勇

共同指導教授 ： 施鳯鳴(FENG-MING SHI)

健行科技大學/民生創意學院/國際企業經營系碩士班/碩士(2021年)

摘要

近年來手機已成影響生活最重要的科技產品，且技術不斷創新中。本研究 根據 科技
接受模式為基礎， 以 手機使用者為對象，主要目的在探討創新接受因素、知覺價值對品
牌形象及企業形象之間的關係。本研究採問卷調查法進行資料的蒐集，以立意抽樣方式，
回收 404份有效問卷。研究發現：APPLE品牌手機的創新接受因素、知覺價值、品牌形象及企業形象等平均值均高於其它品牌。 受試樣本的性別、婚姻狀況、 教育程度、年齡層及工作收入在各主要構面上皆有顯著差異，其中女性高於男性，已婚高於未婚，研究所 (含 )以上、 31-40歲及 60,001-
90,000元者的平均值較高，高中職 (含 )以下、 20歲 (含 )以下、 90,001元以上
者的平均值較 低。知覺可用性及知覺易用性等創新接受因素對於知覺價值、品牌形象及企業形象均具
有顯著正向影響；知覺價值中貨幣價值 、 品質價值 、情感價值、社會價值 及創新價值對
於品牌形象 及企業形象 具有 不同程度的 顯著正向影響 ；知覺價值會部分中介創新接受因
素對品牌形象的正向影響；知覺價值會完全中介創新接受因素對企業形象的正向影響。
本研究結果可作為相關企業之經營策略擬定，與行銷規劃活動的參考依據。

關鍵字

創新接受因素 ； 知覺價值 ； 品牌形象 ； 企業形象 ； 手機品牌

並列摘要

In recent years, mobile phones have become the most important technological product that affects life, and technology continues to innovate. Based on the technology acceptance model, this research is with mobile phone users as the object, and the main purpose is to explore the influences of innovation acceptance factors and perceived value on brand image and corporate image. In this study, the questionnaire survey method was used to collect data, and 404 valid questionnaires were collected by intentional sampling.
The research found that the average values of innovation acceptance factors, perceived value, brand image and corporate image of APPLE brand mobile phones are higher than other brands. There are significant differences in the level of main variables among gender, marital status, education level, age group, and work income. Among them, the average of women are higher than men, and married are higher than unmarried, the average of those graduate school and above, 31-40 years old and NT$60,001-90,000 is higher than others, and the average of those under (vocational) high school, 20 years old and below, and NT$90,001 or more is lower than others.
Innovative acceptance factors such as perceived usability and perceived ease of use have significant positive impacts on perceived value, brand image, and corporate image; monetary value, quality value, emotional value, social value, and innovation value in perceived value have a positive impact on brand image and corporate image Perceived value will partially mediate the positive impact of innovation acceptance factors on brand image; perceived value will completely mediate the positive impact of innovation acceptance factors on corporate image. This article discusses theoretical contributions and practical management implications based on research findings, and proposes future research recommendations.
The results of this research can be used as a reference for the formulation of business strategies of related companies and marketing planning activities

並列關鍵字

Innovation acceptance factors ； Perceived value ； Brand image ； Corporate image ； Mobile phone brands

參考文獻

1. 史軒宇 (2017)。 銀行的企業責任知覺價值對品牌形象之影響 -以品牌認知為中介變

數 ，國立高雄應用科技大學企業管理系碩士論文 。

2. 司徒達賢、李仁芳、 吳思華 (1985)。 企業概論 ，台北 教育部空中大學教學委員

會。

3. 房美玉 (2000)。 半導體產業人力資源管理與組織競爭力之研究：由人力資源管理與