本研究主要探討消費者透過品牌認知與知覺品質的過程中,是否會產生不同的品牌態度進而影響到消費者之購買意願。透過實驗法進行驗證,以日常用品做為實驗產品,檢測受測者對於品牌認知與知覺品質差距之情境組合,共設計四個實驗組,進而瞭解消費者對於實驗後的購買意願之高低,並對國立虎尾科技大學學生進行品牌認知、知覺品質、品牌態度、購買意願之問卷填寫,共收集200份有效問卷,主要分析方法為樣本敘述性統計、信度分析、LISREL線性結構分析、單因子變異數分析、Bonferroni事後檢定。 其研究結果顯示:(1)消費者的品牌認知對知覺品質有正向影響成立;(2)告知品牌會提高消費者對製造商品牌的知覺品質不成立;(3)告知品牌會降低消費者對自有品牌的知覺品質不成立;(4)知覺品質對消費者品牌態度有正向影響成立;(5)產品體驗品質後,會提高對製造商品牌的消費者正向品牌態度不成立;(6)產品體驗品質後,會降低對自有品牌的消費者正向品牌態度不成立;(7)品牌認知對購買意願有正向影響不成立;(8)消費者對於製造商品牌比自有品牌有較高的購買意願成立;(9)知覺品質對購買意願有正向影響不成立;(10)消費者的品牌態度對購買意願有正向影響成立。最後,本研究依據上述研究結果,提出具體的理論與實務意涵。
This study investigates whether brand awareness and perceived quality generate different brand attitudes for consumers, and whether such difference affects their purchasing intention. Experimental research was employed using an everyday commodity as test products, in order to measure how test subjects respond, based on brand awareness and perceived quality in different scenarios. Four experiment groups were designed to examine the subjects’ purchasing intentions after the experiment. Questionnaires on brand awareness, perceived quality, brand attitude and purchasing intention were distributed to undergraduate students at National Formosa University in Taiwan. A total of 200 valid questionnaires were received. Analysis included sample descriptive statistics, reliability analysis, LISREL model, one-way ANOVA and Bonferroni test. Results show that: 1.Consumers’ brand awareness has a positive influence on perceived quality; 2.Customers’ perceived quality of manufacturer brands increases when informed of the brand name is unsupported; 3.Customers’ perceived quality of private labels decreases when informed of the brand name is unsupported; 4.Perceived quality has a positive influence on consumers’ brand attitude; 5.Consumers generate more a favorable brand attitude towards manufacturer brands after experiential quality is unsupported; 6.Consumers generate a more unfavorable brand attitude towards private labels after experiential quality is unsupported; 7.Brand awareness has no positive influence on purchasing intention; 8.Consumers demonstrate stronger purchasing intention for manufacturer brands than for private labels is supported; 9.Perceived quality has no positive influence on purchasing intention; 10.Consumer’s brand attitude has a positive influence on purchasing intention. Finally, this study based on the above findings, the specific theoretical and practical implication.
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