- 學位論文
相似品牌對消費者購買行為影響之探討—以崑山科技大學為例
A Case Study of Brand Similarity Effects on Consumers’ Purchase Behavior — For Example of Kun Shan University
摘要
在競爭者繁多的市場裡，如何讓消費者願意支付較高價格購買你的產品？答案是「品牌」。但隨著競爭程度的加劇和廣告費用的日益成長，新產品的導入已面臨越來越大的風險，所以現在越來越多企業使用一些方式來減少新產品的導入風險。其中的一個方式就是利用領導品牌的名稱和商標等品牌資產，創造出與領導品牌的名 稱或商標相似的相似品牌。 雖然我們的生活中出現越來越多相似品牌，但目前的研究文獻較少以相似品牌為出發點，針對消費者的購買意願作出整體性分析。故本研究擬以能讓消費者皆可消費之民生用品為相似品牌之範圍，並採用知覺價格、知覺品質、知覺價值、產品知識、產品涉入、知覺風險等構面，來針對消費者購買民生用品之相似品牌意願做整體性的研究。 本研究採用統計套裝軟體SPSS11.0來進行資料之分析，透過描述性統計、T檢定、單因子變異數分析、路徑分析、迴歸分析等統計方法來探究研究假設。 研究結果如下︰ 1. 相似品牌之消費者其知覺價格對知覺品質呈現正向影響。 2. 相似品牌之消費者其知覺品質對知覺價值呈現正向影響。 3. 相似品牌之消費者其知覺價格對知覺價值呈現負向影響。 4. 當消費者之知覺價格、知覺風險越高，則其相似品牌的購買意願越低。 5. 當消費者之知覺品質、知覺價值、產品知識、涉入程度越高，則其購買相似品牌之意願越高。
並列摘要
In the competitive market, what makes consumers willing to pay higher prices for your products? The answer is “Brand”. But as the competition intensifies and the advertising cost increases, the introduction of new products is more risky than ever. Therefore more and more enterprises seek ways to reduce the risks of introducing new products. To this end, one method takes advantage of the leading brand’s brand assets, such as the brand name and trademark, by creating a similarity brand that is reminiscent of the leading brand, particularly via the choices of the brand name or trademark. Although more and more similarity brands emerge, very few research articles in the literature addressing the issue of the similarity brands integrate the consumers’ purchase intention for similarity brand products into a thorough analysis. In view of this situation, this research focuses on consumer products and considers factors like perceived price, perceived quality, perceived value, product knowledge, product involvement, and perceived risk, etc, to investigate the consumers’ purchase intention toward similarity brands. This research uses statistics software package SPSS 11.0 to analyze data. Specifically, we adopt statistical methods like Descriptive Statistics, T-test, One-way ANOVA, Path Analysis, Regression Analysis, etc. for our investigation. Our research results are as follows: 1. The perceived price of consumers of the similarity brands has positive effect on their perceived quality. 2. The perceived quality of consumers of the similarity brands has positive effect on their perceived value. 3. The perceived price of consumers of similarity brands has negative effect on their perceived value. 4. As consumers’ perceived price or perceived risk increases, their purchase intention for the products of the similarity brands will decrease. 5. As consumers’ perceived quality, perceived value, product knowledge, involvement degree increases, their purchase intentions of products by the similarity brands will increase.