探討網紅形象、品牌形象與價格知覺對購買意願之影響

隨著時代的發展和科技的進步，網紅對於消費者購買意願的影響比起傳統行銷的手法是越來越大。有鑒於現代消費者對網紅形象和品牌形象的重視，並將其納入購物行為的動機中，促使本研究想透過分析網紅形象、品牌形象、價格知覺與購買意願間的關係，讓我們可以更加地瞭解消費者的購買行為和消費決策過程，並有助各家企業能設計更有效的廣告行銷策略。本研究量表採量性分析，結果發現︰(1)「網紅形象」對「購買意願」具有顯著正向的影響；(2)「品牌形象」對「購買意願」具有顯著正向的影響；(3)「價格知覺」完全中介影響「網紅形象」及「購買意願」的影響。(4)「價格知覺」完全中介影響「品牌形象」及「購買意願」的影響。本研究最後提供後續研究及實務應用上的建議。

關鍵字

網紅形象；品牌形象；價格知覺；購買意願

並列摘要

Thanks to the development of the times and the advancement of technology, Internet celebrities have a greater influence on consumers' purchase intentions than traditional marketing methods. In view of the fact that modern consumers attach great importance to online celebrity image and brand image, and incorporate it into the motivation of shopping behavior, this research wants to analyze the relationship between online celebrity image, brand image, price perception and purchase intention, so that we can get a better understanding of consumers' purchasing behavior and consumption decision-making process will help companies design more effective advertising and marketing strategies. The quantitative analysis of the scale in this research shows that: (1) "Internet celebrity image" has a significant positive impact on "purchase intention"; (2) "brand image" has a significant positive impact on "purchase intention" ; (3) "Price perception" fully mediates the influence of "Internet celebrity image" and "purchase intention". (4) "Price perception" fully mediates the influence of "brand image" and "purchase intention". Finally, this study provides suggestions for follow-up research and practical application.