手機消費者之品牌權益認知與多樣化蒐尋行為對其再購意願影響之研究

The Influence of Brand Equity Cognition and Variety-Seeking Behavior on Repurchase Intention of Mobile Phone Consumers

黃凱麟(Kai-Lin Huang)

指導教授 ： 洪英正

共同指導教授 ： 張敬珣(Ching-Hsun Chang)

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00842

摘要

消費者經常會選擇購買熟悉的產品或光顧長久往來關係的服務業者（Aaker, 1991），因此手機業者會提升品牌權益認知以促進消費者再度購買相同品牌之產品，但消費者亦會藉由多樣化搜尋行為而選擇其他品牌（Kahn, 1995）。
本研究旨在瞭解手機消費者之品牌權益認知與多樣化蒐尋行為之關連性，並探討品牌權益認知與多樣化蒐尋行為對再購意願之影響程度。
本研究以問卷調查法進行研究，透過滾雪球抽樣與便利抽樣方式，對年滿18歲且擁有手機之消費者作為問卷發放對象，共發放250份問卷，有效回收問卷225份，有效回收率為90％。，經實證分析與討論後，獲致結論如下：

一、消費者之品牌權益認知與其多樣化蒐尋行為具有顯著正相關。
二、消費者之品牌權益認知與多樣化蒐尋行為對其再購意願會有顯著正向影響。
三、消費者在品牌權益認知與多樣化蒐尋行為上之不同在其再購意願上會有顯著差異。
四、不同人口統計變項之消費者在品牌權益認知、多樣化蒐尋行為、再購意願會有顯著差異。
綜合以上結論，由於手機消費者在品牌權益認知與多樣化蒐尋行為上有其一致性，故業者除應持續強化品牌權益外，同時對消費者之多樣化蒐尋行為無須過慮，因本研究打破過去直覺思考，發現消費者之多樣化蒐尋行為對再購意願是有正向顯著影響，這也是未來仍值進一步探討的有趣問題。

關鍵字

品牌權益 ； 品牌權益認知 ； 多樣化蒐尋行為 ； 再購意願

並列摘要

Consumers often buy the familiar products or patronize the service providers with long-term relationship(Aaker, 1991). The mobile phone industry will increase consumers’ brand equity cognition in order to enhance the intention of buying the same brand of products. But consumers may select other brands because of their variety-seeking behaviors(Kahn, 1995).
The purpose of this study is to discuss the relationships between the mobile phone consumers’ brand equity cognition and their variety-seeking behaviors. This study also discusses the influence of brand equity cognition and variety-seeking behaviors on the mobile phone consumers’ repurchase intention.
This study conducted quantitative analysis through questionnaire survey. Through snowballing sampling and convenience sampling, totally distributed 250 questionnaires of the mobile phone consumers who are all above 18 years old. There are 225 valid samples were retrieved and the effective ratio was 90%. After the empirical statistical analysis and discussions, the results are as following:
1. There are significant positive correlations between consumers’ brand equity cognition and their variety-seeking behaviors .
2. Consumers’ brand equity cognition and variety-seeking behaviors have significant positive influences on their repurchase intention.
3. Different brand equity cognition and variety-seeking behaviors of mobile phone consumers have significant differences on their repurchase intention.
4. Different demographic variables of mobile phone consumers have significant differences on their brand equity cognition, variety-seeking behaviors and repurchase intention.
Based on the above finding, there is a consistent relationship in brand equity cognition and variety-seeking behaviors of mobile phone consumers, so the mobile phone industry should continue to increase brand equity and should also not worry about consumers’ variety-seeking behaviors. By this study we break the intuitive thinking of the past and find that consumers’ variety-seeking behaviors have significant positive influences on repurchase intention. This would be a question which is worth of more discussing in the future.

並列關鍵字

Brand Equity ； Brand Equity Cognition ； Variety-Seeking Behavior ； Repurchase Intention

參考文獻

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