涉入程度、購買動機與品牌權益關係之研究 -以FCB模型為產品分類之實證

Relationship among Product Involvement，Purchased Motive and Brand Equity－An Empirical Study for Product Classification for FCB model

呂學進(Hsueh-Chin lu)

指導教授 ： 呂鴻德

中原大學/商學院/企業管理研究所/碩士(2001年)

https://doi.org/10.6840/cycu200100366

摘要

品牌權益是現代企業經營的重要關鍵，也是企業產生利潤的重要經營機能。本研究提出一整合性的觀念性架構與模式，由消費者的涉入程度、理/感性動機為起點，透過FCB模式的建構，推之於品牌權益之關係。並且以實證的方式來建立三者之相關性，賦予行銷理論更為縝密之思考邏輯。

本研究首先經由過去學者的相關文獻與實證之歸納，探討涉入程度、理/感性動機與品牌權益三者之相關性，自變數包含：高/低涉入水準、理性/感性水準、FCB區隔，因變數包含品牌忠誠度、品牌知名度、知覺品質與品牌聯想。並且進一步探討不同的FCB區隔，對品牌權益所造成的影響效果，以及是否因不同的區隔，因而產生對品牌權益之構面的效果有所差異。

本研究以八種產品類型（服飾、西餐廳、音響、電視、咖啡、口香糖、洗髮精、洗面乳）為實證範圍，並以台灣全省北、中、南、東四區為對象，且具有該種產品之消費經驗為主要研究對象，並依主計處的人口統計比例為發放標準，總共發放804份問卷，回收有項問卷661份，經由因素分析、主成分分析、集群分析、T-test與單因子變異數分析等統計方法，將實證結論分述如下：
1. 消費者的涉入程度高低對於品牌權益之整體績效水準，並未達到顯著差異的水準。但消費者的涉入程度高低會影響品牌忠誠度與品牌知名度，即高涉入程度對品牌忠誠度所產生的效果較高於低涉入程度；而低的涉入程度對品牌知名度所產生的效果較高於高涉入程度。

2. 消費者的理性感性動機對於品牌權益之整體績效水準，並未達到顯著的差異水準。但消費者的理性感性動機的不同會影響品牌知名度，當理性動機相對高於感性動機時，對於品牌知名度的影響效果較顯著。

3. FCB模型對品牌權益之整體績效水準的影響，並未達到顯著的差異水準。

關鍵字：
涉入程度、購買動機、FCB模型、品牌權益績效、主成分分析、百分比等位數、集群分析、單因子變異數

關鍵字

主成分分析 ； FCB模型 ； 品牌權益績效 ； 涉入程度 ； 購買動機

並列摘要

Brand equity has played an important role in modern business management。Recognizing that high brand equity lead to high loyal consumer franchise and high operating performance，many companies today are aiming for brand equity。

The purpose of this study was to understand the relationship among product involvement，purchased motive and brand equity in consumer product。This dissertation also divided product classification into four types by FCB model。On the basis of classified product，it could examine the different relationships in four types of product classification。

From this point of view，this proposed model was tested across eight product in Taiwan（clothes，restaurant，acoustic，TV，coffee，chewing gum，shampoo，facial foam）。Furthermore，804 customers were requested to answer the questionnaire and effective respondents were 661 sets。The complex data was collected and analysis by principal component analysis，cluster analysis and one-way factor ANOVA analysis。After analyzing those data，the conclusions are summaried as following：

1. The customer’s product involvement is not significant influence to brand equity。Customer’s product involvement is significant affect to brand loyalty and brand awareness。In the other words，When customer is high involvement has strong effect on brand loyalty than customer is low involvement。customer is low involvement has strong effect on brand awareness than customer is high involvement。

2. The customer’s purchased motive is not significant influence to brand equity。But，different customer’s rational and feeling motive could affect brand equity。Customer’s rational motive has strong effect than feeling motive。

3. The FCB model is not significant influence to brand equity。

Keywords:
Product involvement，purchased motive，FCB model，brand equity，principal component analysis，cluster analysis，one-way ANOVA

並列關鍵字

principal component analysis ； brand equity ； FCB model ； purchased motive ； Product involvement

參考文獻

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