品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買意圖關係之研究

The study of relational analysis of Brand Image、Brand Personality、Brand Attitude、Brand Preference and Sports Product Purchase Intention

黃少章(Shau-Chang Haung)

《運動傳播學刊》 3期 (2010/08) Pp. 130-148

https://doi.org/10.29595/ZHWHGX.201008.0009

摘要

品牌經營對頂尖的企業而言是關鍵要素之一，對企業而言，有雄厚品牌資產是影響消費者行為重要的指標。本研究旨在暸解品牌形象、品牌個性、品牌態度、品牌偏好與消費者購買意圖之影響。研究對象為臺北市立松山工農157個學生，以「品牌形象、品牌個性、品牌態度與品牌偏好與購買意圖調查問卷」為研究工具以了解消費者的消費者對品牌的知覺。資料分析以PASW 18.0 for windows統計軟體分析，以相關分析及路徑分析為研究方法，得到的結果發現：
一、品牌形象、品牌個性、品牌態度、品牌偏好與購買意圖之間有高度相關性，特別在品牌形象與品牌個性間有很高的相關性很高，顯示品牌個性會受到品牌形象的影響；其次為品牌個性與品牌態度之相關。至於影響購買意圖相關性最高的則是品牌態度。
二、品牌形象、品牌個性、品牌態度、品牌偏好對購買意圖路徑模式的結果可發現，品牌形象、品牌個性、品牌態度、品牌偏好對購買意圖的迴歸模型達顯著；品牌態度對品牌偏好的迴歸模型達顯著；品牌形象、品牌個性與品牌態度間之迴歸模型亦達顯著，而品牌態度在品牌形象、品牌個性與品牌偏好間，有良好的中介效果。

關鍵字

品牌形象 ； 品牌個性 ； 品牌態度 ； 品牌偏好 ； 購買意圖

並列摘要

Brand management is one of the important key factors for a top corporation. Corporation with strong brand equity will be an index for affecting the consumer behavior. The purpose of this study lay on gaining further insight on the brand image, brand personality, brand attitude, brand preference will have effect on consumer's purchase intention. The subject of this study were 157 Songshan High school of Agriculture and Industry's students, using the 「Brand Image, Brand Personality, Brand Attitude, Brand Preference and Purchase Intention Questionnaire」 as the tool for understanding the consumer perception of brand. Data analysis methods will use regression analysis and approach analysis with PASW 18.0 for windows, and the finding indicated that,
一、 Brand image, brand personality, brand attitude, brand preference will have high relation between these variables. Especially the brand image and brand personality have high relation, indicating the brand personality will be affected by brand image, and the brand attitude will be effect on brand personality. As for the purchase intention, the brand attitude will have significant effect of it.
二、 Using the approach analysis to analysis that whether the brand image, brand personality, brand attitude and brand preference will predict the purchase intention, these variable will have significant main effect on purchase intention. Brand image and brand personality also have significant main effect on brand attitude, and the brand attitude have mediums effect on brand preference.

並列關鍵字

Brand Image ； Brand Personality ； Brand Attitude ； Brand Preference ； Purchase Intention