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  • 學位論文

健身器材產品品牌形象與涉入程度對消費者品牌態度影響之研究-來源國形象之干擾效果

A Study of the Influences of Brand Image and Consumer Involvement on Consumers’ Brand Attitude in the Fitness Equipment Industry – The Moderating Effects of Country-of-Origin Image

指導教授 : 周素娥
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摘要


健康對每個人來說,是無價資產。國人因受限於戶外運動環境場地、空氣污染、天候不穩定與生活緊張、工作壓力大情況下,使健身器材普及化,無論是購買符合個人需求之健身器材在家使用,或以會員制方式在健康俱樂部運動,「花錢買健康」成為許多人的共識。然而,過去健身器材產品之相關文獻大多著重於品牌成功、經營管理及產品設計等質性研究,較少實證研究從消費者觀點探討品牌形象與涉入程度對於品牌態度之影響。 在健身器材產業已全球化行銷環境下,本研究變數包括以評價產品指標的品牌形象,及對於影響消費者品牌態度具有重要的決策因素指標之消費者產品涉入,並加入來源國形象做為干擾因子。希望能了解國人如何利用上述外部線索,來對於健身器材產品的品牌態度進行評價。 本研究針對至喬山健康科技所屬專賣門市店進行健身器材產品選購之消費者,及在國內各大健身中心、運動俱樂部及體育館場使用喬山健康科技產品的運動愛好者為研究對象。總計發出600份問卷,回收率為69%。以SPSS 12.0進行皮爾森相關分析及迴歸分析進行假設檢定與探討。研究結果如下: 一、品牌形象與品牌態度有顯著正相關,且以品牌形象之功能性形象對品牌態度最具相關性。 二、消費者產品涉入與品牌形象有顯著正相關,且以低消費者產品涉入對品牌形象最具相關性。 三、消費者產品涉入與品牌態度有顯著正相關,且以低消費者產品涉入對品牌態度最具相關性。 四、來源國形象對於品牌形象與品牌態度具有干擾效果。消費者對於喬山健康科技在臺灣與美國所生產的健身器材產品在品牌形象與品牌態度上具有正向的干擾效果。 本研究結果建議健身器材業者可透過強化產品設計能力、品質堅持、運用理想產品代言人、體驗行銷及加強銷售人員訓練來持續塑造品牌形象。並就不同消費者產品涉入,運用市場區隔策略、產品知識提升、強化品牌知名度及廣告來提高消費者對健身器材產品之涉入程度。另外,業者應善用來源國形象之優勢,如創新技術、產品設計與製造品質...等,以加深來源國形象對國人在品牌形象與品牌態度之間所形成的加分效果,進而提升消費者對於該健身器材產品之購買意願。

並列摘要


Health is priceless. For the general public, outdoor exercising is not being easy because of a lack of public sports facility and space, as well as the environment issues of air pollution and unstable climate. Personal factors such as life tension and work pressure would also limit people’s willingness to exercise. Therefore, buying a fitness equipment to use at home or joining a health club is becoming common and popular alternatives to “buy health”. Most of the previous researches on fitness equipment were qualitative and dedicated to the fields of brand success, business management and product design. However, little literature examined the issues from an empirical standpoint. Consequently, a deeper understanding of the influences of brand image and consumer involvement on consumers’ brand attitude is warranted. The fitness equipment industry is globalized. This study adopts brand image as the evaluation indicator and consumer involvement as an important decision factor of consumers’ brand attitude. The moderator effect of country-of-origin image is also examined. The contribution of this study is to further our understanding of how people use external cues to estimate brand attitude in fitness equipment. The research targets were consumers that shopped at Johnson Health Tech’s fitness equipment shops and those that exercised in the health clubs and gyms. Of the 600 questionnaires were distributed, the response rate was 69 percent. This study used SPSS 12.0 version to conduct the statistic analysises and the results summarized below: 1. Brand image and brand attitude are positively related; especially, the influence of functional brand image is significant. 2. Consumer involvement and brand image are positively related; especially, the influence of low consumer involvement is significant. 3. Consumer involvement and brand attitude are positively related; especially, the influence of low consumer involvement is significant. 4. Country-of-origin image moderates the relationship between brand image and brand attitude. The fitness equipment of Johnson Health Tech manufactured in Taiwan and the United States positively moderate the relationship between brand image and brand attitude. The results of this research suggest that fitness equipment corporations can improve their products’ brand image by enhancing the product design, persisting on quality, choosing suitable advertising endorsers, providing consumer with experience opportunities and increasing the sales training. Also, corporations can stimulate consumers’ involvement level by designing market segment strategies, distributing product knowledge, and strengthening brand awareness and advertisement. On the other hand, corporations should use country-of-origin image effectively, such as innovative technologies, product design and manufacturing quality, to reinforce the bonus effect between brand image and brand attitude in order to raise consumers’ purchase intention.

參考文獻


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