- 學位論文
品牌體驗、品牌偏好與購買意願關係之研究─以英國茶Twinings 為例
A Study of the Relationship between Brand Experience, Brand Preference, and Purchase Intention– An Example of Western Tea Twinings
摘要
品牌體驗作為消費者對品牌的認知和學習，是行銷者在消費者心目中建立強勢有力的品牌印象以及為廠商建立品牌權益不可或缺的重要策略。在實務上，競爭激烈的民生消費用品廠商，無不希望透過各種型式的品牌體驗，增加消費者對品牌的瞭解，進而產生品牌偏好並增強購買意願，最後化為實際的購買行動。本研究首先根據相關文獻建構品牌體驗、品牌偏好，以及購買意願之間關係的理論架構；並以英國唐寧茶（Twinings）為研究標的，選取大臺北地區公司行號辦公室舉行下午茶的試飲活動，並進行問卷訪查蒐集資料，以驗證品牌體驗、品牌偏好與購買意願之間的關係，以及來源國形象及促銷活動的調節效果。實證結果顯示品牌體驗以及品牌偏好均對購買意願有正向顯著的影響，同時品牌偏好對於品牌體驗與購買意願間具有部份中介的效果，並確證來源國形象對品牌偏好與購買意願間，並不具有調節效果；以及不同的促銷活動對於消費者購買意願存在不同的效果。
並列摘要
Brand experience is an important strategy for marketers to build brand equity. It helps to build a strong brand image and to gain a competitive edge as it enhances consumers’ understanding and learning about a brand. Fast-moving consumer goods（FMCG ） companies are all in a hope to realize consumers’ brand preferences and purchase intention by all sorts of brand experiences in practice. The main purpose of this study is trying to identify the relationship among brand experience, brand preference and purchase intention and the data were collected through questionnaires interviewing on office workers in greater Taipei area after tea experience activities of the England tea brand-Twinings. This study also tries to verify the moderating effects of country of origin and sales promotion activities, and hope these research results will offer both academic and practical implications in the field of experience marketing and brand equity building strategies.