品牌形象、口碑與顧客價值對購買意願之影響-以涉入與信任為干擾變數

Influence of Brand Image, Word-of-Mouth, Customer Value and Purchase Intention – The Moderating Effect of Involvement and Trust

林佩璇(Pei-Hsuan Lin)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

隨著環境快速的變遷，近年來房屋業者受到全球不景氣、政府政策等因素的影響，營運方式和組織經營型態都變化的很快，對於需與顧客面對面的房仲業者來說，面臨極大的挑戰，除了提升顧客的滿意度外，必需與顧客建立長久的關係，且提供顧客真正需要的價值，才能在這片紅海市場中，站穩腳步並且穩定的成長，但房仲業者如何實施有效的管理策略並且提供完善的買賣房屋之服務品質，進而建立良好的品牌形象、口碑與信任，將是非常重要的課題之一。本研究旨在探討品牌形象、口碑以顧客價值對購買意願的影響，以大台中地區20歲以上的消費者為研究對象，利用便利抽樣法選取受訪者，共計發放350份問卷，回收有效問卷285份，有效問券回收率81%。經採用敘述性統計分析、因素分析、迴歸分析進行檢定研究假說，研究結果發現: (1)房仲品牌形象對顧客價值具有正向顯著影響；(2)房仲口碑對顧客價值具有正向顯著影響；(3)房仲品牌形象對消費者購買意願具有正向顯著影響；(4)房仲口碑對消費者購買意願具有正向顯著影響；(5)顧客價值對消費者購買意願具有正向顯著影響；(6)涉入以顧客價值對消費者購買意願並未具有顯著干擾效果；(7)信任以顧客價值對消費者購買意願具有正向顯著干擾效果。

關鍵字

涉入 ； 購買意願 ； 顧客價值 ； 信任 ； 品牌形象 ； 口碑

並列摘要

Recently, the housing industry has been influenced by many factors such as the global economic crisis and policies with rapid changes in the environment. Operations and management style are changing rapidly. For real estate agencies that have to deal with customers face-to-face, big challenges are encountered. In addition to improving customer satisfaction, they have to establish long-term relationships with customers and provide the value customers really need. Given that, real estate agencies are able to succeed in this known market and grow gradually. However, how can real estate agencies employ effective management strategies and provide quality customer service for home sales and purchases for the establishment of a brand image, word-of-mouth, as well as trust will be critical topics.We investigate the impact of brand image and word-of-mouth (WOM) on purchase intentions based on customer values. Participants were from the Taichung area and 20 years of age or older. Convenience sampling was utilized. A total of 350 questionnaires were distributed among which 285 were valid. The valid response rate was 81%. We used descriptive statistical analysis, Factor analysis and regression analysis to test our assumptions. Our results indicated that: (1) the brand image of real estate agencies had a positive and significant impact on customer value; (2) WOM agencies had a positive and significant impact on customer value; (3) the brand image of agencies had a positive and significant impact on customer purchase intention; (4) WOM had a positive and significant impact on customer purchase intention; (5) customer value had a positive and significant impact on customer purchase intention; (6) involvement is not significantly associated with customer value and customer purchase intention; and (7) trust in the agency is significantly associated with customer value and customer purchase intention.

並列關鍵字

Brand Image ； Word-of-Mouth ； Trust ； Involvement ； Customer Value ； Purchase Intention

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