品牌形象與購買意圖關係之研究－以促銷活動爲中介變項

A Study on the Relationship between Brand Image and Purchase Intention: The Mediating Effects of Sales Promotion

陳建成(Chien-Cheng Chen) ； 張維志(Wei-Jr Chang)

《International Journal of Lisrel》 3卷1期 (2010/03) Pp. 1-17

https://doi.org/10.30063/IJL.201003.0001

摘要

本研究主要目的係探討台灣液晶電視產業在品牌形象、促銷活動與購買意圖之影響關係，採用人員訪問的便利抽樣法，研究樣本取自台南地區的消費者。本研究針對183份有效問卷進行分析，透過因素萃取、信度分析、效度檢驗以及線性方程模式對本研究假設進行驗證。本研究實證結果發現如下：(1)品牌形象對促銷活動有顯著正向影響。(2)品牌形象對購買意圖有顯著正向影響。(3)促銷活動對購買意圖有顯著正向影響。(4)品牌形象會透過促銷活動的中介影響，進而對購買意圖有顯著的正向影響。

關鍵字

品牌形象 ； 促銷活動 ； 購買意圖 ； 結構方程模式

並列摘要

The main purpose of this study is to examine the relationship among brand image, sales promotion and purchase intention in Taiwan LCD TV industry. This study use convenience sampling method to collect research samples from the consumer in Tainan area. This study has 183 valid questionnaires and applies factor analysis, reliability analysis, validity analysis and structural equation modeling （SEM）to analyze research hypotheses. The major finding of this study includes: (1) the brand image has significant positive effect on sales promotion; (2) the brand image has significant positive effect on purchase intention; (3) the sales promotion has significant positive effect on purchase intention; and (4) the mediating effects of sales promotion towards the understanding of brand image has significant positive effect on purchase intention.

並列關鍵字

brand image ； sales promotion ； purchase intention ； structural equation modeling