整合行銷傳播、品牌形象、品牌知名度對消費者購買動機影響之研究

THE IMPACT OF INTEGRATED MARKETING COMMUNICATION, BRAND IMAGE, AND BRAND AWARENESS ON CONSUMER’S PURCHASE MOTIVATION

劉旺昇(Wang-Sheng Liu)

指導教授 ： 梁詠貴

大同大學/經營設計學院/事業經營學系所/碩士(2009年)

摘要

隨著產品間的差異性愈來愈小，加上網路資訊科技的快速發展，消費者更容易取得多元的產品訊息。因此，在競爭激烈的市場上，如何有效運用整合行銷傳播傳遞一致性的產品相關訊息，進而創造產品差異化，以提高消費者購買動機乃成為當務之急。由於處於成熟期之產品，該產品之品牌形象與品牌知名度皆已為消費者所認同，且具有一定的忠誠度，對於消費者之購買動機也具有一定影響程度，故較不容易看出整合行銷傳播工具之運用對於公司品牌形象與品牌知名度，以及對於消費者購買動機之影響。本研究以化妝品業者推出創新產品為例，探討運用整合行銷傳播工具時與品牌形象、品牌知名度兩項因素，對於消費者的購買動機之影響。藉由創新產品，可以幫助公司了解如何有效的運用本身的品牌形象與品牌知名度，在產品推出的初期結合整合行銷傳播的概念，運用不同的傳播工具傳遞出一致性的產品訊息，來影響消費者之購買動機。
研究結果顯示，整合行銷傳播工具對於品牌形象有影響，即透過整合不同行銷傳播工具傳遞出，越一致的訊息以及重視產品的實質利益，將越會影響品牌形象。而整合行銷傳播對於品牌知名度有影響，整合不同行銷傳播工具並且加強消費者正確區別出化妝品品牌之能力，將可影響品牌知名度越大。此外，整合不同的行銷傳播工具對於消費者購買動機有影響，並且，越是能夠傳遞出一致性訊息、提供消費者所重視的產品實質性利益以及加強引起消費者內在心理動機之需求，將可以影響消費者購買動機越大。最後，品牌形象與品牌知名度會對購買動機有影響，越能影響消費者心理因素，其影響購買動機也會越大。

關鍵字

品牌知名度 ； 品牌形象 ； 整合行銷傳播

並列摘要

With the differences of products getting blurred and the developing of information technology, it is easier for consumers to get multiple product messages. Therefore, it is a front burner to apply the integrated marketing communication (IMC) to convey product messages consistently, create the product differentiation, and finally enhance the consumer’s purchase motivation in a highly competitive environment. Besides, due to the fact that brand image, brand awareness, and loyalty are well-known to consumers, when a product in its mature stage, it is obviously hard to find out whether the application of IMC can influence brand image, brand awareness, and purchase motivation or not. Hence, the purpose of this study is to explore the impact of IMC, brand image, and brand awareness on the consumer’s purchase motivation with a creative product of a cosmetic enterprise. In addition, with a creative product, enterprises can understand how to combine the IMC concepts, apply it to their own brand image and brand awareness in the development stage of a product, and convey product message consistently, and affect a consumer’s motivation.
The research findings show that the IMC’s tools have significant effect on brand image. With the combination of the different IMC’s tools, it can help the firms to convey a consistent message and a practical benefit to comsumers; furthermore, the combination will have a more powerful effect on brand image. On the other hand, there is a significant relationship between the IMC’s tools and purchase motivation, implying that the former can strengthen the distinguishable ability of cosmetic brands for consumers by integrating different kinds of IMC’s tools; moreover, the tools will have a greater positive effect on brand awareness as well. What’s more, the IMC’s tools also have a significant effect on purchase motivation. This means that if the cosmetic enterprises can integrate the IMC’s tools which can not only support their firms to convey a consistent message and a practical benefit to consumers, but also pay more attention to consumer’s internal psychology motivation, the tools will generate a great effect on consumer’s purchase motivation. Finally, each of the brand image and brand awareness has a significant effect on purchase motivation, implying that if the firms can affect the consumer’s psychology factor as strongly as possible, the factor will have a greater effect on the consumer’s purchase motivation.

並列關鍵字

brand awareness ； brand image ； IMC

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