品牌形象、行銷組合與顧客購買鏡片意願之研究--以 H 公司臺灣中部地區為例

Brand Image, Marketing Combination and Customers’ Willingness to Purchase Optical Lens--Taking H Company in Central Taiwan as an Example

蕭志豐(Chih-Feng Hsiao)

指導教授 ： 陳建良

國立暨南國際大學/管理學院/高階經營管理碩士學位學程/碩士(2021年)

https://doi.org/10.6837/ncnu202100038

摘要

本研究以H公司中部地區眼鏡經銷商為研究對象，主要目的在探討「行銷組合」與「品牌形象」對「購買意願」之影響，並以不記名網路問卷方式進行調查，總計發放48份，回收48份，扣除3份填答不完整，有效問卷為45份，有效問卷回收率為 93.75%。
依本研究之7項假設，利用SPSS軟體進行描述性統計、信度分析、單因子變異數分析、Pearson積差相關分析以及迴歸中介分析，所得結果如下：
H1：店家資料統計變項在行銷組合上呈現正向之影響，不成立。
H2：店家資料統計變項在購買意願上呈現正向之影響，不成立
H3：店家資料統計變項在品牌形象上呈現正向之影響，不成立。
H4：行銷組合對品牌形象有正向之影響，成立。
H5：品牌形象對購買意願有正向之影響，成立
H6：行銷組合對購買意願有正向之影響，成立
H7：品牌形象對行銷組合、購買意願是否且有中介效果，成立。
研究結果顯示，H公司在眼鏡產業中「行銷組合」與「品牌形象」對「購買意願」具有正向影響，此在業績提升上，是非常重要指標，值得H公司在行銷策略多加關注。

關鍵字

品牌形象 ； 服務品質 ； 購買意願

並列摘要

This study takes the eyewear distributors in the central region of H Company as the research object. The main purpose is to explore the influence of "marketing mix" and "brand image" on "purchase intention". The survey was conducted by an anonymous online questionnaire, and a total of 48 copies were distributed. , Recovered 48 copies, minus 3 incomplete answers, 45 valid questionnaires, and the effective questionnaire recovery rate were 93.75%.
According to the seven hypotheses of this study, SPSS software was used to per-form descriptive statistics, reliability analysis, single-factor variance analysis, Pearson product difference correlation analysis, and regression analysis. The results are as fol-lows:
H1: The statistical variables of store data show a positive impact on the marketing mix, which is not valid.
H2: The statistical variables of the store data show a positive effect on the willing-ness to purchase, which is not valid
H3: The statistical variables of store data show a positive impact on the brand im-age, which is not valid.
H4: The marketing mix has a positive impact on the brand image and is estab-lished.
H5: Brand image has a positive impact on purchase intention, established
H6: The marketing mix has a positive effect on purchase intention, established
H7: Whether the brand image has an intermediary effect on the marketing mix and purchase intention is established.
The research results show that the "marketing mix" and "brand image" of H Company in the optical industry have a positive impact on "purchase intention". This is a very important indicator for performance improvement, and it is worth paying more attention to H Company's marketing strategy.

並列關鍵字

brand image ； service quality ； purchase intention

參考文獻

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