機車品牌知識、知覺風險與購買意願之關係-探討產品涉入之干擾效果

Motorcyle Brand Knowledge,Perceived Risk and Purchasing Intention – Testing the Moderating Effect of Product Involvement.

黃國維(Kuo-Wei Huang)

指導教授 ： 劉錦雲

台南應用科技大學/管理學院/商學與管理研究所/碩士(2011年)

摘要

本研究針對消費者在購買機車決策前可能會遇到的幾項變數作為探討，主要了解機車品牌知識、知覺風險與購買意願之關係¬¬同時探討產品涉入之干擾效果。本研究以台南應用科技大學學生對機車有購買經驗及意圖者為研究對象，共發放問卷1200 份，回收有效問卷共計1155 份，有效回收率為96%。以SPSS 統計方法作描述性統計、因素分析、信度分析、皮爾森相關及迴歸分析進行統計分析以驗證本研究假設模型。
研究結果發現(1)品牌知識對消費者購買意願有正向顯著的影響。(2)知覺風險對消費者購買意願有負向顯著的影響。(3)產品涉入程度對品牌知識與消費者購買意願之關係有負向干擾效果，即消費者產品涉入程度愈高，則品牌知識對消費者購買意願之正向影響愈小(4)產品涉入程度對知覺風險與消費者購買意願之關係沒有顯著的干擾效果。

關鍵字

品牌知識 ； 知覺風險 ； 購買意願產 ； 產品涉入

並列摘要

This study aims to explore the purchasing variables considered by consumers when purchasing motorcycles. It mainly discusses the relationship between brand knowledge, perceived risk and purchasing intention as well as the moderating effect of product involvement.It targets Tainan University of Technology students’ use of experience and an intention to buy motorcycle. A total of 1200 questionnaires were given out and 1155 were returned, which equate to 96% of effective rate. The empirical analysis was conducted using SPSS statistical method through descriptive statistics, factor analysis, reliability analysis,Pearson correlation and regression analysis.
The study finds that (1) brand knowledge has significant positive effects on consumers’ purchase intention；(2) perceived risk has a significant negative impact on the consumers’ purchase intention；(3) product involvement will negatively moderate on the relationship between brand knowledge consumers’ purchase intention；(4) product involvement has nonsignificant moderating effect on the relationship between perceived risk and purchasing intention.

並列關鍵字

Brand Knowledge ； Perceived Risk ； Purchasing Intention ； Product Involvement

參考文獻

參考文獻

一、 中文部分

于偉、王興元(2008)。「消費者品牌知識研究述評」，《科技進步與對策》，

第25卷第3期。

王志剛，謝文雀1995)。《消費者行為》，台北：華泰書局，第13-16頁。