台灣汽車產業品牌形象對消費者購買意願影響之研究－以國產車為例

The impact of brand image on consumer’s purchase intention for automobile industry in Taiwan －An example of automobile made in Taiwan

林振亨(Chen-Heng Lin)

指導教授 ： 陳美菁

朝陽科技大學/管理學院/保險金融管理系/碩士(2010年)

摘要

台灣的汽車市場相較於其他國家，具有市場規模小、價格削價競爭之特色。加入WTO之後，更有來自全球各個不同國家的品牌相互競爭。因此，了解品牌形象與消費者購買意願的關係，能使車商對消費者特性更為瞭解，獲得消費者更大的認同。幫助車商在建立品牌時，以增加消費者購買意願且有實際的購買行為。
本研究以問卷調查方式，探討汽車產業品牌形象對消費者購買意願影響。以台中縣市、彰化縣及南投縣國產汽車市佔率前五大品牌之營業據點的消費者為受訪對象，問卷共發放600份，回收有效問卷為552份。採用SPSS統計軟體，經使用描述性統計、信度分析、變異數分析和皮爾森積差相關係數等統計方法，進行實證分析，得到以下結論：
消費者人口統計變數對國產車品牌形象方面的影響性會有不一樣的影響變數，消費者人口統計變數對國產車購買意願的關係，則可很明顯看出完全沒有影響，另外，在本研究中可看出消費者國產車品牌形象的認知對購買意願有顯著的影響，且國產車品牌形象對購買意願有顯著的正相關。
車商可藉由建立良好的品牌形象，提高消費者的購買意願。如此，企業才能永續經營，在競爭激烈的環境下，擁有長期的競爭優勢。

關鍵字

品牌形象 ； 購買意願

並列摘要

Taiwan''s automobile market compared to other countries, has a small market size and characteristics of price-cutting competition. Also there are competing brands from different countries around the world after joining WTO. Therefore, understanding the relationship of brand image and purchase intention enable automakers to better understand the characteristics of consumers and obtain greater recognition of consumers which can help automakers in building brands, to increase consumer purchase intentions and actual purchase behavior.
This study was a survey by questionnaires to explore how the brand image of the auto industry will affect purchase intention of consumers. This research took respondents from consumers in the top five domestic automobile brand market share positions in Taichung City, Taichung County, Changhua County and Nantou County. 600 questionnaires were distributed and returned 552 valid questionnaires. With SPSS statistical software, using descriptive statistics, reliability analysis, ANOVA and Pearson correlation coefficient, statistical methods, empirical analysis, obtained the following conclusions:
The effects of consumer demographics on domestic automobile brand image will have different effect variables. We can clearly see that absolutely no effects of consumer demographics on domestic automobile purchase intentions. Also in this study, we can also see that consumers’ recognition of domestic automobile brand images will have a significant effect on purchase intentions and domestic automobile brand images will have a significant positive correlation with purchase intentions.
Automakers may, by establishing a good brand image, increase consumers'' purchase intentions. Therefore business can have a long term advantage in a competitive environment and sustainable development.

並列關鍵字

purchase intention ； brand image

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