The Study of Brand Image, Brand Loyalty and Purchase Intention with Customer Online Review as Moderating Effect: Research on the Baking Industry in Malaysia

品牌形象、品牌忠誠度、購買意願及網絡評價為干擾變數之關係－以馬來西亞烘焙產業為例

紀信光(Hsin-Kuang Chi) ； 彭志海(Zhi-Hai Peng)

《管理科學研究》 14卷1期 (2020/06) Pp. 21-35

https://doi.org/10.6873/MSR.202006_14(1).0003

摘要

The study aims were to explore the effects of brand image, brand loyalty, customer online review, and purchase intention on the baking industry in Malaysia. The results are (a) the relations among the brand image, brand loyalty, customer online review to purchase intention are significant and positive effect, (b) customer online review has a moderate effect between brand loyalty and purchase intention, (c) brand loyalty has a mediating effect between brand image and purchase intention. The study uses a questionnaire by convenience sampling as the survey method to collect data. The sample in this thesis was collected by sending 380 questionnaires to a Malaysian citizen who has been consumed in any bakery in Malaysia and 368 were valid. The study applied hierarchical regressions, which tested moderating or mediating effects. The study showed that customer online reviews have no moderate effect on loyalty customers. Customer online review has influenced to non-loyalty customers.

關鍵字

Brand Image ； Brand Loyalty ； Purchase Intention ； Customer Online Review

並列摘要

本研究探討馬來西亞烘焙產業之品牌形象，品牌忠誠度，網絡評價和購買意願之間的關係。研究結果為：（a）品牌形象，品牌忠誠度，網路評價對於購買意願之間的關係顯著且有正向影響，（b）網絡評價在品牌忠誠度與購買意願之間具有干擾的效果，（c）品牌忠誠度在品牌形象與購買意願之間具有中介的效果。本研究使用便利抽樣調查表作為收集數據的調查方法。本文的樣本對象為曾經在馬來西亞任何一家麵包店消費過的馬來西亞公民隨機發放380份問卷。回收380份問卷中，有效樣本為368份。本研究運用了層级回歸，檢驗干擾或中介效果。本研究結果表示，網絡評價對忠誠度客戶沒有干擾影響。網絡評價對非忠誠客戶有輕微影響。

並列關鍵字

品牌形象 ； 品牌忠诚度 ； 購買意願 ； 網絡評價