在消費者越來越認同品牌的現今社會,企業也相對重視品牌行銷。在品牌行銷上由企業塑造的品牌形象與產品的一致性程度與消費者對品牌的認同,兩者間是否有關連且是否會影響購買意願是本研究欲探討的。 本研究實驗共分四階段進行,第一階段選定樣本品牌、樣本產品及受測者;第二階段評分品牌形象與產品造形特徵的一致性程度,以 Friedman Test 篩選出 14 項代表性產品;第三階段為 14 項產品的購買意願的評分;第四階段為 4 品牌及其品牌形象的認同實驗,最後將一致性、購買意願、認同品牌實驗做單因子變異數分析、相關係數分析、獨立t檢定,藉此求得各實驗結果間的關聯。 結論:1、消費者辨識品牌形象與產品間一致性程度多與產品造形特徵有關;2、品牌形象與產品造形特徵的一致性會與購買意願相互影響,且一致性很高的產品,其購買意願會明顯高;3、在認同品牌情況下,不論一致性高低,消費者都會有購買意願。由上述整理,當企業推出新品牌時,產品設計師可多參與並了解品牌形象,將企業設定的品牌形象設計於產品的造形特徵內達到高一致性的效果,吸引並加深消費者的印象;當品牌被認同後,則可降低一致性的考量著重其他產品屬性例:產品品質、產品風格等,深入產品的核心期能提供企業及產品設計師在品牌行銷與產品設計上做為參考,增進品牌競爭力。
Consumers are increasingly identify brand in today's society, enterprise start focus on brand marketing value. This study is concern about consistency between brand image and product form and its relationship with consumer purchase intention. The experiment process have 4 stages:1、selection of brand、sample and respondents;2、score consistency level between brand image and product form;3、purchase intention experimentation;4、brand identity experimentation. Through ANOVA、correlation coefficient、T test analysis will find out connection between each experimentation. Research results show:1、consumer recognizes consistency most related to product form;2、consistency between brand image and product form will effect purchase intention, high consistency product also have high purchase intention;3、when consumer agree with brand image, whatever product have high or low consistency, consumer have intention to purchase in both product. According to above conclusions will know, when enterprise have new product enters to market, designer can involve the brand image selection and design high consistency product to get consumer's attention. Until consumer agree with brand image, designer can lower consistency, focus on other product attribute like:product quality、product style.