品牌形象、品牌權益與知覺風險對購買意願之研究－壽險業實證

The Research of Brand Image, Brand Equity, Perceived Risk and Purchase Intention－An Empirical Investigation of the Life Insurance Industry

溫宏軒(Hung-Hsuan Wen)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2010年)

摘要

近年來隨著經濟的發展、社會的變遷，以及民眾保險觀念的改變，保險業在台灣的發展已經有了明顯的轉變。由以往被大家所排斥或不被接受的形象，已轉變成現今多數國人所接受的投資理財與避險工具，其重要性不言可喻。而其競爭激烈的環境與資訊爆炸的時代下，衍生的議題則是－品牌。而消費者在購買的決策過程中，免不了會有風險的存在，所知覺的風險愈高，則愈容易阻礙購買意願。
因此，本研究將探討壽險公司是否能如同實體商品一般，透過品牌形象和品牌權益之建立，進而影響消費者之知覺風險，以提升消費者購買意願的效果。
本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一品牌形象、品牌權益、知覺風險與購買意願的理論架構。以居住在大台北地區且年齡滿20歲以上之民眾為研究對象，採用線性結構關係模式分析作為主要的分析方法，並利用分析軟體AMOS去探討壽險產業中品牌形象、品牌權益、知覺風險與購買意願之關連性。
研究發現：品牌形象對知覺風險、品牌權益對知覺風險、知覺風險對購買意願以及品牌形象對購買意願和品牌權益對購買意願，皆有顯著的影響。本研究以壽險產業消費者為實證，探討各變數之關係，並研擬行銷策略提供業界做為參考，期能對其策略之制定有所貢獻。

關鍵字

品牌形象 ； 品牌權益 ； 知覺風險 ； 購買意願

並列摘要

Along with economic development and social transition as well as change of civil insurance conception, there is a noticeable evolution in Taiwan insurance development. In the past the image would tend to negative or unacceptable, but nowadays the insurance would stress on the importance of financial investment and risk management. Under intense competitive environment and information networking time, brand has become the focus. The consumers would bear the risk-taking during the process of purchasing decision; the higher perceived risk is,the more impeditive purchase intention is.
Therefore, this research would discuss if the insurance corporation can build brand image and brand equity as entity that would further influence consumers’ perceived risk to reinforce purchase intention.
In this study, related literature, integration of past academic work and related research, to develop a brand image, brand equity, perceived risk and purchase intention of the theoretical framework. This research targets the population aged 20 or above in the great Taipei area that would deploy the LISREL analysis and utilize the AMOS to feature insurance industry upon the relationship among brand image and brand equity and perceived risk as well as purchase intention.
The most significant findings are:
1. There is a significant, negative correlation between Brand Image and Perceived Risk.
2. There is a significant, negative correlation between Brand Equity and Perceived Risk.
3. There is a significant, negative correlation between Perceived Risk and Purchase Intention.
4. There is a significant, positive correlation between Brand Image and Purchase Intention.
5. There is a significant, positive correlation between Brand Equity and Purchase Intention.
In this study, an empirical study of consumers life insurance industry to explore the relationship between the variables, and to develop marketing strategy for the industry as a reference, hoping to contribute to the development of its strategy.

並列關鍵字

Brand Image ； Brand Equity ； Perceived Risk ； Purchase Intention

參考文獻

[17] 傅永德(2008)，品牌形象、服務品質、顧客滿意與行為意向之

[5] 吳聲政(2005)，企業形象與品牌權益對消費者購買意願之研究

例，華泰文化事業股份有限公司。

[12] 許士軍(1987)，新加坡消費者對不同來源地產品之知覺及態

[21] 葉家綸(2007)，拍賣網站上商品品牌形象與賣方評價對消費者