廣告效果與口碑對消費者購買意願影響之研究–以品牌知名度為干擾變項

THE IMPACTS OF ADVERTISING EFFECT AND WORD-OF-MOUTH ON CONSUMER PURCHASE INTENTION --WITH BRAND AWARENESS AS A MODERATOR

羅智杰(Jhih-Jie Luo)

指導教授 ： 吳啟絹

大同大學/經營設計學院/事業經營學系所/碩士(2011年)

摘要

這幾年，由於網路的快速發展，也帶動一波電腦的熱潮，電腦的發展也從以往 體積大、耗電量高且記憶容量又低的大型電腦進化到輕薄高效能的平板電腦，更帶 動無限商機。因為如此，使得品板電腦廠商的競爭趨於白熱化。因此，本研究將以 平板電腦為例，探討廣告效果與口碑對消費者購買意願的影響。此外，一般消費者 在購買產品時，除了會考慮價格、品質等因素，還會考慮品牌知名度作為購買的考 量，因此，我們將加入品牌知名度來探討其對廣告效果對口碑有何影響，期望對學 術與實務上有所貢獻。
本研究以國內有購買過或有意願購買平板電腦的一般消費者為問卷發放對象， 因此利用郵寄問卷與網路問卷作分析，期間共郵寄220 份，收回163 份，扣除漏填 之無效問卷32 份，僅剩131 份可供分析，回收率約0.60％，網路問卷共計91 份： 問卷總計共222 份。將問卷資料以LISREL8.5 與SPSS12.0 統計軟體進行相關分析， 以驗證本研究所提之假設。
研究結果顯示：
1. 廣告效果對口碑為正向影響。
2. 廣告效果對購買意願為正向影響。
3. 口碑對購買意願為正向影響。
4. 廣告效果對口碑不會受到品牌知名度的干擾。

關鍵字

購買意願 ； 口碑 ； 廣告效果 ； 品牌知名度

並列摘要

In recent years, it led to a wave of computers due to the rapid development of internet. The development of the computer is from large size, high-power consumption and low-memory capacity computer to high-performance and tablet PC, and it also drives unlimited commercial opportunities. Because of it, it heats up the competition of tablet PC. Therefore, this study will explore the effect advertising effect and word-of-mouth affect on consumer purchase intention. In addition, the common consumer will consider buying the product for brand awareness in addition to the price, quality and other factors. Hence, we add brand awareness to explore how advertising affect on word-of-mouth and to expect to give contributions to academic and practical field.
We set the domestic consumers which ever bought or have willingness to buy tablet PC as the subjects of questionnaires. We sampled through mailed questionnaire and internet questionnaire and collected 222 effective questionnaires totally, 131 mailed questionnaires and 91 internet questionnaires respectively. We conduct the data of questionnaire with LISREL8.5 and SPSS12.0 to conduct correlation analysis to examine the hypotheses we proposed.
The results showed:
1. Advertising effect is positive related to word-of-mouth.
2. Advertising effect is positive related to purchase intention.
3. Word-of-mouth is positive related to purchase intention.
4. Brand awareness wouldn’t interfere with advertising effect to word-of-mouth.

並列關鍵字

Advertising Effect ； Word-of-Mouth ； Purchase Intentions ； Brand Awareness

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