整合行銷傳播對提升消費者購買意願之研究－以裕隆通用汽車為例

A Study on the Effect of Integrated Marketing Communications on Increasing Consumers' Willingness to Make Purchases-A Case Study of Yu-lon Genermotor Chunton

李城忠(Cheng-Jong Lee) ； 何正朋(Cheng-Peng Her)

《運動事業管理學術研討會論文集》 6期 (2007/05) Pp. 104-123

https://doi.org/10.29464/YDSYGL.200705.0104

摘要

近年來汽車產業之消費市場變化相當快速，消費市場已由賣方市場轉移到買方市場，運用整合行銷傳播可以增強與消費者之間的接觸與溝通。本研究主要的研究目的為：如何透過整合式行銷提升消費者的購買意願及企業品牌形象的認同。 本研究採用問卷調查方法，以裕隆通用汽車中部地區消費者作為調查對象，共寄發350份問卷，回收有效問卷310份。以整合行銷傳播技術為自變項，整合行銷傳播績效為中介變數，探討對汽車品牌形象之影響程度，本研究使用結構方程模式，研究結果有幾點發現與建議： 1.整合行銷傳播技術對裕隆通用中通汽車「品牌知名度」具有顯著正向影響。 2.整合行銷傳播技術對裕隆通用中通汽車「消費者購買意願」具有顯著正向影響。 3.整合行銷傳播績效「品牌知名度」對裕隆通用中通汽車品牌形象具顯著正向影響。 4.不同年齡層之消費者對整合行銷傳播技術之認知呈顯著差異。 5.不同年齡層之消費者對整合行銷傳播之績效（品牌知名度、購買意願）呈顯著差異。 綜合以上結論：建議透過整合行銷傳播，將經費用於最具行銷效果的技術上，亦即用最少的公司資源，將可大幅提升消費者購買意願。

關鍵字

整合行銷傳播 ； 購買意願 ； 品牌形象

並列摘要

In recent years, the consumer market for the automobile industry has evolved rapidly. The consumer market has transformed from a seller's market to a buyer's market. The interaction with consumers can be increased by applying integrated marketing communications techniques. The objective of this research is: what is the best way to increase a consumer's willingness to make purchases and ensure consumer loyalty to the brand image ?
This research utilizes the survey method, using consumers of Yulong Genermotor Chunton in central Taiwan as the sample population. A total of 350 surveys were sent out, 310 surveys were returned. The integrated marketing communications techniques was set as the independent variable and results of integrated marketing communications was set as the intervening variable to investigate its effect on the brand image of automobile products. This study applies the structural equation model and the results and suggestions of the study are as below:
1. Integrated marketing communications techniques have a significant positive effect on the brand awareness of Yulong Genermotor Chunton.
2. Integrated marketing communications techniques have a significant positive effect on consumers' willingness to purchase Yulong Genermotor Chunton products.
3. Brand awareness, which is a result of applying integrated marketing communications, has a positive effect on the brand image of Yulong Genermotor Chunton.
4. Significant discrepancies exist in attitudes towards integrated marketing communications techniques among various consumer age groups.
5. Significant discrepancies exist in the results (brand awareness and willingness to make purchases) of the integrated marketing communications techniques among various consumer age groups.
The above results conclude: When utilizing integrated marketing communications, funds should be spent on techniques that have the best results to better utilize corporate resources and significantly increase consumers' willingness to make purchases.

並列關鍵字

integrated marketing communications ； consumers' willingness ； brand image