品牌形象、網路口碑與價格折扣對消費者購買意願的影響—以行動電話產品為例

Effects of Brand Image, Online Word-of-Mouth, and Price Discount on Consumer’s Buying Intent—Mobile Phone Industry as the Example

陳怡婷(Yi-Ting Chen)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

許多研究皆顯示品牌形象與口碑對消費者知覺價值與知覺風險有影響，但兩者交互作用下是否會對消費者購買意願產生不一樣的結果呢？在業者進行折扣促銷下，對消費者購買意願又會造成怎樣的干擾呢？本研究針對品牌形象及正、負面網路口碑與價格折扣對消費者購買意願之主要與交互作用、消費者信任傾向與衝動性傾向的人格特質干擾作用加以探討。採用2（品牌形象高、低）x 2（正、負面網路口碑）x 2（價格折扣高、低）的實驗設計。自變數為品牌形象、網路口碑與價格折扣，依變數為消費者購買意願，並以消費者本身的信任傾向與衝動性購買特質為干擾變數，針對以上各變數的關係加以探討。研究結果發現，品牌形象、網路口碑與價格折扣之主要效果與交互效果對購買意圖確實具有顯著影響，同時亦發現信任傾向會強化網路口碑與購買意願之關係。因此本研究建議，業者應注重網路口碑之經營並採用可誘發消費者信任特質的措施以刺激消費者的購買意願。

關鍵字

品牌形象 ； 網路口碑 ； 價格折扣 ； 信任傾向 ； 衝動性特質 ； 購買意願

並列摘要

Many researches refer that brand image and word of mouth both influence customers’ perceived quality and perceived risk, and therefore further affect customers’ purchase intention. However, seldom researches mention the interaction between brand image and word of mouth. Besides, on the highly competition market, price discount may not only increase sales volume but decrease customers’ perceived quality. For this reason, this paper takes brand image, online word of mouth, and price discount as the independent variables to examine the direct effects and interactive effects. Besides of external stimulation, customers’ personality may also moderate the relationship of above mentioned variables. Therefore, customers’ disposition to trust is as well regard as moderating variable. This paper employs a 2(high and low brand image) x 2(positive and negative online word of mouth) x 2(high and low price discount) between-subjects factorial design. Eight versions of a questionnaire are developed to test the main, interactive, and moderating effects of above variables. This study found that the main and interactive effects of those three independent variables indeed influence customers’ buying intent, and disposition to trust would moderate the relationship between online word of mouth and buying intent. It was suggested that operators should pay more attention on online word of mouth and disposition to trust to stimulate customers’ buying intent.

並列關鍵字

Brand Image ； Word-of-mouth ； Price Discount ； Disposition to Trust ； Impulsive Traits ； Buying Intent

參考文獻

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