工業品牌對消費者產品評價的關係

Analyzing the Relationship between Intermidiate Brand and Consumers' Product Evaluation

陳光俊(Kuang-Chun Chen)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300731

摘要

本研究主要關注採用工業品牌產品對於消費者評價的影響。近年來發展品牌在台灣地區越來越受到關注，除了一般為大眾所熟知的B2C一般消費性品牌外，在製造業以及服務業之B2B商業模式中，上游原物料業者所發展之品牌即稱之為B2B品牌。而根據文獻整理指出B2B市場之對於製造業者與服務業者而言，採用工業品牌可以為其產品與服務帶來增益效果，而對於消費者而言，採用工業品牌的產品與服務相較於未採用工業品牌者之評價會不會因為廠商採用工業品牌所帶來之效益而有所影響在目前尚未有相關研究，而消費者對於產品的評價則透過願付價格表現其態度，故本研究主要針對採用工業品牌的產品與服務對於消費者的願付價格意願的影響作為主要研究內容。
本研究經由文獻整理，歸納出對製造商以及服務商而言，採用工業品牌產品可以帶來三種效果：提升品質、降低知覺風險與增加自信。本研究以台灣地區之消費者為例，採用獨立樣本T檢定消費者對於製造商與服務商採用工業品牌對其願付價格帶來的影響；並針對一般消費者採用T檢定探討產品以及服務採用工業品牌對其願付價格之影響。
研究結果顯示，消費者對於採用工業品牌之產品以及服務，則是呈現出正面與肯定的態度，亦即製造商與服務商採用工業品牌所帶來之效益可以有效地傳遞至消費者心中，並且對其購買意願造成正面的影響。期望本研究之結果對於一般的製造業者與服務業者能有所助益，並能作為在其進行營銷策略制定時之參考。

關鍵字

工業品牌效益 ； 願付價格 ； B2C ； 工業品牌

並列摘要

This research focuses on the relationships between the evaluations of intermediate brand and consumers' product in Taiwan. Building up a brand has become an important issue in Taiwan these years; most research has focused more on consumer brand than industrial brand. What benefits to the industrial company form building up a brand, and the effects for the Manufacture and Service Company by using industrial brand’s product? According to some research, the effect of building up an industrial brand has been confirmed; the benefits for Manufactures and Service Company have also been verified. However, most research has not confirmed the consumer evaluations for products and services of Manufacture and Service Company by using product of industrial brand. Will the products affect consumer’s pricing willing? This research will discuss the issues mentioned above.
Through collection and sorting of relative literatures, the benefits from using industrial brands for the Manufacture and Service Company have divided into three effects: increasing quality, reducing perceived risks and increasing self-confidence. The target of this research is mainly focusing on the consumers in Taiwan; thereby I adopt T square test analysis to discover whether the products will affect the consumer’s pricing willing when Manufacture and Service Company using products of industrial brand.
The result of the analysis shows that using products of industrial brand of Manufacture and Service Company, consumer’s pricing willing will show positive. Which means the benefits from using industrial brand can deliver positive effects to consumer’s mind. Finally, I hope that this research can be helpful for Manufactures and Service Companies in Taiwan, and also provides them a good consult and resource for market strategy making.

並列關鍵字

Industrial Brand ； B2C ； Industrial Brand Effect ； Pricing

參考文獻

7. Gary Armstrong, Philip Kotler. (2010). Marketing: An Introduction: Prentice Hall.

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