探討產品知識對品牌來源國形象，口碑與消費者再購買意願關係之干擾效果-以台南應用科技大學學生使用保養品為例

Exploring the Moderator Product Knowledge on the Brand Image of Original Country, Word-Of-Mouth,and Repurchase Intention– A Case Study of Skin Care Products.

方彥茹(Yen-Ju Fang)

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

本研究主要探討產品知識對品牌來源國形象，口碑與消費者再購買意願關係之干擾效果。本研究以台南應用科技大學學生使用保養品為研究對象，共發放問卷1200份，回收有效問卷共計1163份，有效回收率為97%。採用SPSS統計方法經描述性統計、因素分析、信度分析、皮爾森積差相關及迴歸分析進行實證分析。
研究結果發現(1)來源國形象、口碑、產品知識、再購買意願各構面彼此間皆呈顯著正相關。(2)來源國形象對消費者再購買意願有正向顯著的影響。(3)口碑對消費者再購買意願有正向顯著的影響。(4)產品知識對來源國形象與消費者再購買意願之關係有干擾效果。(5)產品知識對口碑與消費者再購買意願之關係有干擾效果。

關鍵字：來源國形象、口碑、產品知識、再購買意願

關鍵字

來源國形象 ； 口碑 ； 產品知識 ； 再購買意願

並列摘要

This study mainly explores and discusses the moderating effect of product knowledge on the relationships between the brand image of its country of origin, word-of-mouth, and repurchase intention. It targets Tainan University of Technology students’ use of the skin care products. A total of 1200 questionnaires were given out and 1163 were returned, which equate to 97% of effective rate. The empirical analysis was conducted using SPSS statistical method through descriptive statistics, factor analysis, reliability analysis,Pearson product-moment correlation and regression analysis.
The main results of case study are an follows：(1) The brand image of its country of origin, word-of-mouth, product knowledge, and repurchase intention has highly significant positive correlation to each other. (2) The brand image of its country of origin has a significant impact on the repurchase intention of consumers.(3) Word-of-mouth has a significant impact on the repurchase intention of consumers. (4) Product knowledge and the brand image of its country of origin have a moderating effect on the repurchase intention of consumers.(5) Product knowledge and word-of-mouth have a moderating effect on the repurchase intention of consumers.

Key words：country of origin,word-of-mouth,product knowledge,repurchase intention

並列關鍵字

country of origin ； word-of-mouth ； product knowledge ； repurchase intention

參考文獻

一、中文部分

吳萬益 (2005)。「企業研究方法」，第二版，華泰圖書出版公司。

林金雀 (2003)。台灣化妝保養品產業發展現況與未來趨勢，化工資

訊與商情，第四期。

林隆儀與鄭君豪(2005)。「産品品質外在屬性記號、産品知識與顧客滿意之整合分析－以台北市筆記型電腦消費者爲例」，輔仁管理評論，第12卷第1期，65-92頁。