品牌形象與限量訊息對消費者購買決策過程之影響

The Effects of Brand Image and Signal of Limited-edition on Consumers’ Purchase Decision Making

張弘(Hung Chang)

指導教授 ： 施佳玫

崑山科技大學/商業管理學院/企業管理研究所/碩士(2010年)

摘要

隨著人們消費意識的成長，購買物品再也不只是為了滿足使用需求而已，現在也需要滿足消費者的心理需求。而擁有與眾不同的東西，就是其中一種滿足消費者心理的方式。針對這種情況，廠商就選擇推出限量商品，藉此來使消費者能夠滿足其心理的需求。廠商為了讓限量商品對消費者產生不同的感覺，使其感受到珍貴之處，廠商依靠的是什麼條件，是引人深思的。而在限量商品被購入的過程中，消費者在當下感受到之情況，對其內心中的知覺產生之影響，最終是否會左右其購買意圖，其中的過程也是值得探討的。本研究就從上述兩種情況下去做探討，先從廠商的品牌形象與其發布之訊息的明確度，是否對其發佈之限量訊息有產生影響，之後再接下去探討消費者心中產生的各種感知。

本研究以台南地區的368位消費者為問卷調查實證對象。透過受試者面對不同情境做出實驗設計，路徑分析結果顯示，當品牌形象愈好時，消費者愈相信其發佈之限量訊息，同時廠商發佈之訊息愈明確時也會影響消費者對該訊息愈信任。而後當消費者感知該商品為限量品時，對其心中的知覺--感知稀少性、預期昂貴、感知象徵利益也呈現正向關係，最終對消費者的感知價值也會有正向影響，進而消費者的購買意圖也愈高。

關鍵字

品牌形象 ； 限量訊息可信度 ； 訊息明確度 ； 感知稀少性 ； 預期昂貴 ； 感知象徵利益 ； 感知價值 ； 購買意圖

並列摘要

As people grow their consumer awareness, purchase items no longer used just to satisfy the demand, now also need to satisfy the psychological demands of consumers. Have different things, is one of the ways to satisfy consumer who’s psychology demands. In view of this situation, manufacturers offer limited-edition to satisfy consumer their psychology demands. How to engender different feeling to consumer, and let them to perceive rarity, what way that is used by manufacturers, this is thought-provoking. When Limited-edition in the process of being acquired, consumers feel the situation in the moment, it engender some factors to influence consumers’ perception,ultimately, that will influence their Purchase intention or not, this process also deserve to investigate. In this study, it investigates above two situations, first to investigate manufacturer’s brand image and distribute signal that’s clarityto influence their signal of limited-edition or not, then to investigate every consumers’ perception

In this study ,using the efficient 368 questionnaires; taking the female consumers who lives in Tainan area. Through experimental design, the findings of analysis show that, when manufacturer’s brand image is better, the more consumers believe they distribute signal that the limited-edition information, release of information by manufacturers also make more clear the more affecting consumer confidence in the signal. Then when consumers perceive the product that is limited-editions, that engender postive impact on consumers’ perception – perceived scarcity, assumed expensiveness, perceived symbolic benefits, ultimately that also engender postive impact on perceived value from consumers, then it promotes consumers’ purchase intention.

並列關鍵字

Brand Image ； Signal Credibility of Limited-edition ； Signal Clarity,

參考文獻

張淑青，民84，顧客忠誠驅動因子之研究－顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響，輔仁管理學報，第十三卷，第一期，頁107-132。

蕭伯棋，民94，探討消費者購買限量運動商品之消費心理分析，私立大葉大學運動事業管理學研究所未出版之碩士論文。

Aaker, D. A. (1991), Management Brand Equity: Capitalizing on the Value of a Brand Name. New York, NY: Free Press.

Amaldoss, W., & Jain, S. (2005), “Conspicuous Consumption and Sophisticated Thinking”, Management Science, Vol.51, NO.10, pp.1449-1466.

Beaker, G. S. (1991), “A Note on Restaurant Pricing and Other Examples of Social Influence on Price”, Journal of Political Economy, Vol.99, No.5, pp.1109-1116.