探討品牌形象、知覺品質與消費者行為之相關性

The Study of Brand Image, Perceived Quality and Consumer Behavior –Utilizing Study Sample as Taiwan Local Car Maker

邱芸安(Yun-An Chiu)

指導教授 ： 李正文

中原大學/商學院/國際貿易研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000776

摘要

2008年全球受金融海嘯影響，汽車產業也是虧損慘重的行業之一，如何在不景氣中維持生存之道，了解消費者才是獲利關鍵，本研究以國內汽車產業為例，探討消費者對於購車時所考量的因素分析。

本研究以國內汽車市場為例，研究「品牌形象」、「知覺品質」與「消費者行為」三部份之關係，建立消費者行為架構及了解消費者如何進行購買決策，以利行銷策略之擬定。

本研究以問卷方式進行資料蒐集，共取得460份有效問卷，採敘述性統計分析、信度分析、因素分析、多元迴歸分析、相關分析，由以上的統計方法解析市場調查資料。

研究結果顯示，品牌形象對知覺品質與消費者行為有顯著影響，另一方面，知覺品質對消費者行為也有部份的顯著影響。

關鍵字

消費者行為 ； 知覺品質 ； 品牌形象

並列摘要

In 2008, faced up to the financial Tsunami influence in the whole world, the automobile industry is also one of tremendous losses professions, how to overcomes adversity is the way of living, understood that the consumer is the profit key, this research take the domestic automobile industry as an example, discusses the consumer regarding the auto purchase when considers factor analysis.

The study takes the local car market as an sample to discuss the relationships among brand image, perceived quality and consumer behavior, to built up the customer direction and to know how to make a decision of purchasing for marketing strategy setting.

A questionnaire survey was conducted for this research. There are total 460 valid samples used in the analysis. Descriptive statistics analysis, reliability analysis, factor analysis, Multiple regression analysis, correlation analysis are used to analyze data and verify the hypotheses.

The results indicate that the brand image had significant influence on the perceived quality and consumer behavior, the perceived quality had the part of significant influence on the consumer behavior.

並列關鍵字

Brand Image ； Perceived Quality ； Consumer Behavior

參考文獻

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