品牌形象與品牌知名度對購買意圖的影響-以夏普品牌為例

摘要論文名稱:品牌形象與品牌知名度對購買意圖的影響-以夏普品牌為例頁數:57 校所別:國立臺北商業大學企業管理系(所) 畢業時間:110 學年度第 1 學期學位:碩士研究生:戴士傑指導教授:陳玫真副教授關鍵詞:夏普、品牌知名度、品牌形象、購買意願、來源國 2016 年鴻海併購高科技、高品質的夏普，併購後集團內部重新整頓與調整，並給予夏普品牌不同的營運方向與經營理念，因此本研究之研究目的為針對併購後的夏普，其品牌定位與移轉方向後，對於市場面變化進行探討，以及消費者對於併購後夏普的品牌認知與衝擊。本研究探討夏普品牌的品牌形象、品牌知名度、對消費者的購買意圖的影響，並探討來源國的形象是否會影響消費者對品牌的形象。本研究採用網路問卷，採立意抽樣方式進行調查，最終收回 277 份有效問卷; 採用迴歸模型(simple linear regression model)進行檢驗本研究架構所提出各構念間之假說關係。研究結果指出品牌形象對品牌知名度有顯著正向影響、品牌形象對購買意圖有顯著正向影響、品牌知名度對購買意圖有顯著正向影響，顯示其夏普的品牌知名度、品牌形象對於購買意願具有正向的影響力。研究結論可提供實務建議於夏普公司進行品牌經營參考。

關鍵字

夏普；品牌知名度；品牌形象；購買意願；來源國

並列摘要

Abstract Title：The Influence of Brand Image and Brand Awareness on Purchase Intention - A Case Study of Sharp Company Pages：57 School：National Taipei University of Business Department：Business Management Time：January, 2022 Degree：Master Researcher： Shih-Chieh Tai Advisor：Mei-Jen Chen Keywords：Sharp、Brand awareness、Brand Image、Purchase Intention、Country of Manufacture In 2016, Hon Hai acquired high-tech and high-quality Sharp. After the acquisition, the Group conducted reorganization and adjustment for Sharp brandwith different operation directions and business concepts. The manufacturing lines of Sharp-branded products are transferred from Japanese system to Southeast Asia or China systems. The purpose of the research is to discuss the market changes after the acquisition of Sharp, brand positioning, transferring direction, and consumers’ perceptions and impacts on Sharp. The research concepts include "symbol", "experience", "function", "brand recognition", "brand recall", “Country of Origin (Japan)" and "Purchase Intention" to analyze the reliability of each scale. This study uses SPSS 22.0 version and a simple linear regression model to test the hypothetical relationship between the various constructs proposed in this research framework. Through the above statistical analysis results, the hypotheses are all established. It means that brand awareness and brand image have a great influence on purchase intention..