公司形象對汽車貸款選擇意願之研究-以風險控管與行銷策略為中介變數

An Impact of Corporate Image on the Willingness of Car Loan Options - Risk Control and Marketing Strategies as Mediating Variables

林鳳娥(Feng-E Lin)

指導教授 ： 王翊周

台南應用科技大學/管理學院/國際企業經營系碩士班/碩士(2022年)

摘要

本研究旨在探討企業形象與汽車貸款的關係，是否好的企業形象有助於提升消費者採用貸款方式購車。此外，貸款會面臨許多風險，當公司及貸款銀行能進有較佳的風險控管時，且公司有較多的行銷策略時，是否會影響公司形象與汽車貸款的關係，因此本研究以風險控管與行銷策略為中介變數。研究對象為北、中、南三區對汽車貸款有意願之民眾或是已有車貸之客戶進行簡單隨機抽樣。實證結果發現企業形象、風險控管及行銷策略與選擇意願皆呈正向顯著之關係，當我們在公司形象與選擇意願間，加入風險控管與行銷策略為中介變數時，公司形象對購滿意願的影響變成不顯著，由此可知風險控管與行銷策略是公司形象與選擇意願間重要的中介變數。

關鍵字

汽車貸款 ； 企業形象 ； 風險控管 ； 行銷策略

並列摘要

This study aims to explore the relationship between corporate image and car loans, and whether a good corporate image can help promote consumers to use loans to buy cars. In addition, car loans face many risks, and when companies and lending banks have better risk control, and when the company has more marketing strategies, whether it will affect the relationship between the corporate 's image and car loans, so this study uses risk control and marketing strategies as mediating variables. The research object was a simple random sampling of people who are willing to take out car loans or customers who already have car loans in the three districts of the north, middle and south. Empirical results show that corporate image, risk control, marketing strategy and car loan options are all positive and significant relationships. When we add risk control and marketing strategy as mediating variables between the company's image and car loan options, the impact of the company's image on the car loan options becomes insignificant, which shows that the risk control and marketing strategy are important mediating variables between the company's image and the car loan options.

並列關鍵字

car loan ； corporate image ； risk control ； marketing strategy

參考文獻

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