運用跨層次分析探討影響品牌網站購買意圖之研究

品牌是造成企業差異化的重要來源，也是消費者選購商品時重要的辨識方式，為了使品牌深植於消費者心中，企業必須採取積極的方法，因此企業若能找到影響消費者對於品牌關係品質的因素，便可以提升消費者對於品牌的購買意圖。本研究以自我一致性理論為基礎，探討消費者的自我一致性對品牌網站的品牌關係品質之影響，同時分析品牌關係品質與購買意圖之關係，更進一步瞭解企業顧客導向分別對品牌關係品質與購買意圖之影響。本研究採用階層縣性模型進行跨層次分析，以30個品牌網站作為研究對象，共發放出600份問卷，回收有效問卷數為547份，有效回收率為91%。研究結果顯示如下： 1.真實自我一致性對品牌關係品質具有顯著影響。 2.理想自我一致性對品牌關係品質具有顯著影響。 3.品牌關係品質對購買意圖具有顯著影響。 4.顧客導向對品牌關係品質具有顯著影響。 5.顧客導向對購買意圖具有顯著影響。

關鍵字

自我一致性；品牌關係品質；自我概念品牌投入；顧客導向；購買意圖

並列摘要

Brand is not only the most important factor for an enterprise to distinguish its self, but also the most important identification when customer purchasing merchandises. In order to make the brand deeply rooted in the minds of consumers, companies must take a proactive approach. As a result, if an enterprise wants to enhance customer’s purchase intention, it is necessary to find out the factors that influence customer and brand relationship quality on the brand. The study base on the self-concept theory as the theoretical framework to examine the customers between the self concept and brand relationship quality of the brands, and analysis brand relationship quality, its effect on consumer’s purchase intention. Finally, the question is whetherthe enterprise customer orientation for affect relationship quality and consumer purchase intent The present study employs hierarchical liner modeling to assess the hypotheses. In total, 600 surveys were distributed, and a total of 547 valid samples were retrieved from 30 brand web site (a valid response rate of 91%). 1.The impact of actual self concept for brand relationship quality is positive. 2.The impact of ideal self concept for brand relationship quality is positive. 3.The impact of brand relationship quality for purchase intention is positive. 4.The impact of customer orientation for brand relationship quality is positive. 5.The impact of customer orientation for purchase intentionis positive.