潤滑油品牌形象、產品知識與價格對顧客購買 願的影響-以燁臻礦油行客戶群為例

The Influences Brand Images, Product Knowledge and Prices of Lubricants Have on Consumers Purchase Intention.- Taking Plus Petroleum Store for Example.

陳新城(Chen Hsin-Cheng)

指導教授 ： 謝俊宏

國立臺中科技大學/商管學群/事業經營研究所/碩士(2010年)

https://doi.org/10.6826/NUTC.2010.00011

摘要

臺灣潤滑油品市場近年來隨著全球化、自由化及國內油品市場開放腳步
等內外在環境的變遷，目前整個潤滑油品市場可說是百家爭鳴市況競爭熱絡，
除本土中油國光牌潤滑油外，更吸引全球各大知名潤滑油品牌紛紛在臺設立行
銷據點，外加無數個別通路商自創品牌(OEM)，蕞爾島國品牌數量更是全球首
見，眾多的品牌及產品資訊，往往讓消費者選購商品時不知所措難以抉擇。
在潤滑油實務行銷體驗中，最常被顧客所提及的購買意願評估準則，以
品牌形象、產品知識與價格為主。故本研究將利用多元迴歸分析，探討品牌形
象、產品知識、價格與顧客購買意願之間的關聯；且依不同人口統計變項使用
者，對顧客購買意願進行差異分析。希望歸納結果提出建議，以作為潤滑油業
者在行銷實務上做為擬訂行銷策略之參酌依據。
經由研究結果發現，品牌形象、產品知識及價格對顧客購買意願皆有正
面顯著的影響。而使用者的統計變項差異分析結果發現，不同的統計變項間，
皆不具有顯著差異。對於潤滑油的購買者而言，潤滑油的品牌形象、產品的相
關知識以及價格的訂定才是真正影響潤滑油購買者購買意願的主因。

關鍵字

潤滑油 ； 品牌形象 ； 產品知識 ； 價格 ； 顧客購買意願 ； 多元迴歸分析

並列摘要

Taiwan's lubricant products market in recent years as globalization, liberalization
and opening up the domestic oil market, the pace of such changes in the environment
inside and outside, now the lubricant products market can be said that television news
market conditions, competition heats up, except local Petroleum Licensing lubrication
Guoguang oil, but also to attract the world's leading oil major brands have set up
marketing offices in Taiwan, plus numerous individual distributors own brand (OEM),
the number of the tiny island nation brand is the world's first, many of the brand and
product information, often allow consumers to purchase goods at a loss in a dilemma.
Practical marketing experience in the lubricant , the most frequently mentioned
by customers in buying the assessment criteria to brand image, product knowledge
and price-based. This study will use multiple regression analysis of brand image,
product knowledge, price and purchase intention, the relationship between; and users
according to different demographic variables on purchase intention, the differences
were analyzed. That summed the results to make recommendations to the industry as
a lubricant in the marketing practice as a basis for developing marketing strategies up
researches.
It was found, brand image, product knowledge and price on customer purchase
intentions are positive significant impact. The users of statistical difference between
variables was found between different statistical variables, neither has a significant
difference. For buyers of oil, the lubricant brand image, product knowledge, and set
the price of oil is the real impact of the main reason buyers purchase intention.

並列關鍵字

Lubricant ； Brand image ； Product knowledge ； Price ； Purchase intention

參考文獻

林碧霞(2007)，品牌形象及產品知識對購買意願之影響－價格折扣干擾效果之探

賴俊年(2009)，工業潤滑油購買意願之研究，亞洲大學經營管理學系未出版碩士

王俊欽(2006) ，產品知識、行銷通路對消費者態度及消費者購買意圖之影響-以

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Update of the Evidence,” Perspectives in Consumer Behavior,3rd ed.,IL; Scott