不同涉入程度下，品牌形象與消費者知覺價值對購買意圖影響之研究

THE INFLUENCE OF PRODUCT INVOLVEMENT ON RELATIONSHIPS AMONG BRAND IMAGE, CONSUMER PERCEIVED VALUE AND PURCHASE INTENTION

楊博文(PO-WEN YANG)

指導教授 ： 謝錦堂

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

高度的同質化是現今一般大眾商品特別是民生日用品廠商所面臨的經營挑戰。然由於高度競爭的結果，一般大眾民生日用品的同質化勢必讓供應商逐漸不容易以商品功能性之訴求取得差異性，來影響消費者之購買決策。那麼消費者對於這些低涉入度、高度同質化商品的選擇依據又是甚麼呢？與高涉入度的商品選擇依據不同嗎？
過去許多的學者認為消費者的購買行為決定於消費者對該產品的認知價值（perceived value）；然而對於那些低涉入、高度同質化商品中，是否與高涉入度商品存在同樣的關係呢？再者品牌 (brand) 在低涉入、高度同質化商品中，是否扮演與高涉入度商品的影響角色？而「品牌形象」 (brand image) 在低涉入度、高同質化的商品中，重要性程度又是如何？是否與高涉入度商品不同呢？
本研究考量不同產品涉入程度，有別於過去學者及研究大多以單一商品探討不同消費者之涉入程度之研究方向，特以前測結果以家用衛生紙之低關心特性，不易為功能性等其他因素影響，為低涉入商品之代表來研究；及以汽車為高涉入商品之代表以為不同涉入度產品比較研究探討。
本研究採用問卷調查方式進行實證資料之蒐集，並以LISREL估計結構方程模式(SEM) 進行探討品牌印象、消費者知覺價值及購買意圖之間關係；並以不同產品品類之涉入程度不同，對於品牌印象、消費者知覺價值及購買意圖之間關係探討是否存在干擾效果。
研究結果發現1.品牌形象會在購買意圖上無顯著之影響2.消費者認知價值對於購買意圖有顯著之正向影響 3.品牌形象在消費者知覺價值上有顯著之正向影響4.產品涉入程度對於品牌印象、消費者知覺價值及購買意圖之間關係無顯著之干擾效果。

關鍵字

產品涉入度,品牌形象,消費者知覺價值,購買意圖,結構方程模式

並列摘要

Homogeneity is the main trend and as well the challenge toward daily consumption product industry. As the result of highly competition and homogeneity, the main players in the daily consumption product industry are getting difficult to make themselves differentiated just by providing the different functionality to consumers to trigger the purchase actions. And then for those highly homogeneous product categories, what will be the key for consumer to choose in front of the shelf ? will that be the price only eventually ? or there is other key importance for them to consider?

Lots of the researches indicated and suggested the purchase intention is highly related with consumer perceived value in those high involved categories. But the relationship proven in high involvement will be still valid for those categories are low? Besides, will the “brand” play the same role in both high and low involved categories to influence the consumer perceived value and as well the purchase intention? More, what is the role of brand image in the decision making process for high and low involved categories?

Considering the influence of different product involvement on the relationship of brand image, consumer perceived value and purchase intention, and as well differentiate with those studies have been done in the past, this study will research on different product categories to applied automobile and tissue paper to represent categories with high and low involvement (with the result of pre-test), to know the difference on influential effect on the relationship amongst brand image, consumer perceived value and purchase intention.

This research will apply the SEM (Structural Equation Modeling) methodology to verify the relationship among brand image ,consumer perceived value and purchase intention and as well the influential effect from different product involvement to the relationship between brand image and consumer perceived value and purchase intention.

The result suggested 1. the brand image is not significant influenced the purchase intention. 2. the consumer perceived value significantly influenced purchase intention in a positive way. 3. the brand image significantly influenced consumer perceived value purchase intention in a positive way. 4. the influential effect from different product involvement to the relationship between brand image ,consumer perceived value and purchase intention is not significant.

並列關鍵字

Product involvement, Brand image, Consumer perceived value, Purchase intention, SEM, Structural Equation Modeling

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