個人導向、品牌知覺價值與品牌形象關係之研究-以嬰幼兒精品品牌為例

A study on the Relationships among Personal Orientation, Brand Luxury Perception and Brand Image- Taking Infant’s Brand as an example

呂芷霖(Chih-Lin, Lu)

指導教授 ： 林婷鈴

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

M型社會的發展，使高價位嬰幼兒精品品牌不但不受經濟景氣不佳影響，銷售額不減反增，然而嬰兒屬於無行為能力者，因此主要進行購買行為之購買者身上。然而，個人導向(Personal orientation)將主導其知覺、態度與行為，進而影響消費者對品牌所持抱持之觀感，因而引發本研究探討嬰幼兒精品消費市場，個人導向之消費者對品牌知覺價值、品牌形象之關係，此外，在購買精品品牌過程中，他人之意見對購買者而言具有相當的影響力，因此，本研究亦探討社會影響下、個人導向之消費者對品牌知覺價值、品牌形象之關係。
本研究之樣本對象鎖定為曾購買過嬰幼兒品牌之消費者，採人員實地問卷調查，樣本大小為234份，並採階層迴歸等統計方式，對資料進行分析及檢定後提出下列發現。
(1)個人導向之消費者會注重品牌是否能彰顯身份地位、權力、個人特色，並且是否能藉由品牌達成自我實現。
(2)當品牌能象徵其身份地位、權力、個人特色，或是在購買過程中能使消費者感到愉悅並且達成自我實現，或是產品品質較優良的品牌，消費者皆會給予該品牌更佳的品牌形象。
(3)個人導向的消費者會受到社會影響的干擾更加重視品牌的炫耀性價值。

關鍵字

個人導向、品牌知覺價值、社會影響、品牌形象

並列摘要

Due to the M-Shaped Society, there is a steady growth of infant’s luxury brand. According to the Purchaseing Decesion Roles, infant is a disability person who has no influence on the purchase decision. The purchase decision is completely in the hands of the parents. At the same time, the self-concept donotes the purchase beavhior, percerption and attitude, besides, when purchasing luxury brands, it also takes into consideration the others opinion. Hence this paper considers the Personal OrientationSocial Influence toward Brand Luxury PerceptionBrand Image.
A survey of 234 consumers who purchased luxury brands of clothing with field investigation. Hierarchical regression analysis is used to make statistical analysis of this study. The results of this study are:
(1)Personal Orientation consumers are emphasised that brand not only can display greater levels of quality but also show the personal trait, wealth, status, power and accomplishment.
(2)Consumer has stronger brand image as a brand can display greater levels of quality, personal trait, wealth, status, power or achieve the personal accomplishment.
(3)Personal Orientation consumers are impacted by Social Influence and they will emphasize the brand’s conspicuousness value.

並列關鍵字

Personal Orientation, Luxury Value Perception, Social Influence, Brand Image

參考文獻

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