品牌形象及產品知識對購買意願之影響－ 價格折扣干擾效果之探討

THE EFFECT OF BRAND IMAGE AND PRODUCT KNOWLEDGE ON PURCHASE INTENTION MODERATED BY PRICE DISCOUNT

林碧霞(Bih-Shya Lin)

指導教授 ： 林南宏

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

隨著全球產業趨勢快速變化、競爭加劇，品牌管理愈形重要。良好的品牌形象可創造產品差異性，建立消費者的偏好與忠誠，更可以為企業累積形象，成為競爭優勢的來源。著名的品牌，如 SONY、麥當勞、BMW、雀巢，常被消費者用來做為購買衡量的標準。可見品牌形象並非只是一個名詞而已。
而在這多元的市場環境下，消費者面對國內、外琳瑯滿目之商品，如何依賴產品線索與心理偏好來進行購買決策？過去許多的研究都使用產品來源國做為單一線索，雖然較能彰顯其效果，但事實上消費者在做產品評估時，常會面對多重線索。在一般學者的實證中，大部份都是將產品知識做為干擾變數，或是以不同程度的產品知識涉入對消費者知覺的評估的影響，同時探討品牌形象及產品知識兩者對購買意願影響並不多見。因此本研究同時考量內部與外部線索對消費者購買意願的影響，並以價格折扣做為干擾變數。因此，本研究從相關文獻中歸納出影響消費者購買意願的內外兩種線索：品牌形象、產品知識來做為自變數，並以價格折扣做為干擾變數，進行影響消費者購買意願的研究。
而在同業互相競爭下，化妝保養品業者無不想盡各種行銷方式來增加銷售量，最直接與最常使用的方法就是價格折扣的促銷方式。過去的許多研究顯示，價格促銷活動確實能夠有效的提升短期的銷售量。本研究將價格折扣納入本研究的實驗設計中，想了解價格折扣是否對消費者之購買意願造成干擾。以化妝保養品為受測產品，採用2（品牌形象高、低）×2（產品知識高、低）×2（價格折扣高、低） 的實驗設計，以大同大學女學生為研究對象，進行二次前測。共回收問卷400份，其中395份為有效問卷。本研究的重要結論有：
（１）產品的品牌形象愈高，消費者的購買意願愈高。
（２）產品的產品知識愈高，消費者的購買意願愈高。
（３）價格折扣對於品牌形象與購買意願間的干擾效果達到顯著。
（４）價格折扣對於產品知識與購買意願間的干擾效果未達到顯著。

關鍵字

品牌形象 ； 產品知識 ； 價格折扣 ； 購買意願

並列摘要

Brand management has become increasingly important, given the rapid changes in the global market and the elevation of competition. A sound brand image creates clear product differentiation, consumer preference and loyalty. A well-known brand, such as SONY, McDonald’s, BMW, or Nestle, often becomes a reason for consumers to make a purchase. Therefore, a company’s brand serves as not only an image but also a source of competitiveness.
How do consumers come to a purchase decision based on product cues and personal preferences when faced with various local and foreign products in today’s dynamic market environment? Previous studies tend to use the origin of a product as the sole product cue. The focus of this type of research may seem specific, yet it does not reflect the fact that consumers are often presented with multiple cues when they are evaluating a product. Some researches reveal that most researchers either take product knowledge as a moderating variable, or involve varying degree product knowledge on the consumers’ perceived evaluation as an influencing factor. It is rare to come across research that discusses how both brand image and product knowledge affect purchase intention. Thus, I have concluded and chosen both an intrinsic and an extrinsic product cue─brand image and product knowledge─as independent variables while using price discount as the moderating variable and conducted research on purchase intention.
Price discount is the most direct and common marketing tool used in the cosmetic beauty product industry to increase sales and competition. Previous studies have indicated that price discount could raise short-term sales volume. This research adopts price discount as part of the experiment and examines whether it creates moderate in purchase intention. The experiment is based on 2 (high and low brand image) × 2 (high and low of product knowledge) × 2 (high and low of price discount) factorial design, using cosmetic beauty product as the testing product and female students in Tatung University as the research target. There were two pre-tests conducted, and 399 surveys were issued with a valid return of 395 questionnaires.
The following is the crucial conclusions of this research:
(1) The higher a brand image is, the more purchase intention there is.
(2) The higher product knowledge consumers possess, the more purchase intention there is.
(3) With the moderating effect of price discount, there are significant differences between brand image and purchase intention.
(4) With the moderating effect of price discount, there are no significant differences between product knowledge and purchase intention.

並列關鍵字

product image ； product knowledge ； price discount and purchase intention.

參考文獻

Cheng S. C. ”The Influence of Brand Image and Advertising Spokesperson on Female Consumers Purchasing Cosmetics,” Unpublished Master’s Thesis, Shu-Te University, 2006.

Lin S. W. and J. R. Li, “A Study of The Relationships Among Brand Image, Perceived Value, Customer Satisfaction and Customer Loyalty：An Empirical Case of Outbound Group Package Tour in Travel Agencies,” Tourism Management Research 6 (1) (2006): 63-81.

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