生活型態與品牌形象對於消費者購買意願影響之研究–以HTC為例

本研究旨在探討消費者對「品牌形象與產品造形間的一致性程度」與「已知與未知品牌、售價」於購買意願之影響。本研究採問卷調查方式。實驗共分兩階段進行，第一階段選定品牌之產品樣本及受測者，並評分品牌形象與產品造形特徵的一致性程度，以百分比統計篩選出代表性產品；第二階段為產品的購買意願的評分，最後將生活型態、一致性、購買意願做因素分析、集群分析、相關係數分析、獨立T檢定、ANOVA分析，藉此求得各實驗結果間的關聯。研究發現HTC宏達電之智慧型手機大多於品牌形象與產品造形間具有高一致性，符合HTC宏達電之「以人為本、領導創新、直覺且簡單操作」品牌形象，少部分產品品牌形象與產品造形一致性程度低於一致性水平。不同生活型態的消費者，對於品牌形象與產品造形一致性高的樣本有相當大的購買意願差異程度，對於品牌形象與產品造形一致性低的樣本則未顯示其購買意願差異程度。不同生活型態的消費者，對於未知與已知品牌、售價的樣本皆有相當大的購買意願差異程度，意即生活型態對未知與已知品牌、售價於購買意願的影響有顯著差異。

關鍵字

生活型態；品牌形象；產品造形；一致性；購買意願決策

並列摘要

As consumers are increasingly identifying brands than ever before, enterprise put much attention on branding. This study is concerning about the consistency between brand image and product form and its relationship with consumer purchase intention. Lifestyle and consumer's character are variables in this study, analyze the consistency between brand image and product form, then generalize all the different lifestyles group, find the subject's preference on products as designer's references. This study finds that most of the smart phone of HTC has high consistency on brand image and product form, HTC’s brand image is conformed with its products. Consumers in different lifestyles are conspicuously different on purchase intention toward high consistency product. Consumers in different lifestyles are conspicuously different on purchase intention toward unknown/known brand and price.

並列關鍵字

Lifestyle ； Brand Image ； Product Form ； Consistency ； Purchase Intention

參考文獻

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生活型態與品牌形象對於消費者購買意願影響之研究–以HTC為例

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