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  • 學位論文

產品知識及品牌形象對購買意願的影響--產品類別的干擾效果

THE EFFECT OF PRODUCT KNOWLEDGE AND BRAND IMAGE ON PURCHASE INTENTION MODERATED BY PRODUCT CATEGORY

指導教授 : 林南宏
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摘要


隨著市場的全球化以及國際分工趨勢的形成,消費者將會面對更多琳瑯滿目的商品。由於消費者的購買決策過程是十分複雜且難懂的,因此在影響購買意願中,除了消費者所具備的產品知識外,品牌也成為一個備受矚目的指標;這也使得消費者在缺乏產品知識的情形之下,將會依賴產品所提供的線索與自身的心理認知來進行購買行為,此時產品的品牌形象會在購買决策上扮演相當重要的角色。 自1960中期以來,有許多探討來源國形象的研究。然而,來源國形象是否真的重要?在這個國際分工的年代裡,各個知名的大公司紛紛將產品外包到開發中國家生產、製造,以降低成本,因為品牌形象的建立是投注許多的心血與精力的結晶,大公司對產品的品管自然也會達到一定的標準才會送到市場以供銷售,若產品品質不好而影響到公司的品牌形象,將對公司造成更大的損失。由此可知,來源國形象不再那麼重要,相反的,好的品牌形象確實能為其產品提供加分的效果。 過去許多學者對品牌效應的研究,多利用產品外顯線索提供的資訊,來探討消費者的購買意願。為求探討更合理的消費者購買行為影響因素,本研究藉由產品內在線索-消費者的產品知識與外在線索-品牌形象,來分別研究產品知識與品牌形象對購買意願的影響是否會受到產品類別的干擾,希望能更完整地瞭解購買行為的影響因素。 本研究對大同大學的學生進行問卷調查(發出400份問卷)。施測方法為以隨機方式讓受試者填答不同的問卷。在選擇受測產品時,根據相關文獻選擇4種績效不易客觀衡量的產品作前測,從中選擇各一種類別(便利品、特別品)的產品。 正式實驗為一2*2*2的實驗組合,操弄的自變數為產品知識(產品知識高、低)及產品品牌(品牌形象高、低),干擾變數為產品類別(便利品、特別品),應變數為購買意願。 本研究得到下列研究結果:1. 消費者所擁有產品知識程度愈高時,消費者的購買意願愈高。2. 產品的品牌形象愈高,消費者的購買意願愈高。3. 與便利品比較,特別品在高產品知識下有較高的購買意願。4. 與便利品比較,特別品在高品牌形象下有較高的購買意願;與便利品比較,特別品在低品牌形象下有較低的購買意願。

並列摘要


Owing to the globalization and international labor division, the consumers are in face of more and more merchandise options from all over the world. Consumers’ purchasing process is complicated and hard to expect, so brand image serves as a spotlighted point to purchasing intention in addition to product knowledge. When lacking of related product knowledge, consumers would depend on the clues offered by the product and the self-perceptions to do purchasing. Here the brand image plays a significant role in purchasing decision. Since the mid 1960s, there were many researches that discuss the country of origin. But, is the country of origin really important? In this international labor division era, many famous firms outsource their products to the developing countries in order to decrease the production cost. Because of the importance of the brand image, the company does not sell the goods until the goods quality reaches accepted standards. If the bad quality affects the company’s brand image, it will in turn result in a big loss to the company. So, country of origin is not so important, but the good brand image will make it better. In the past, most of the research regarding brand effects used only extrinsic clues to explore the consumers’ purchase intention. To discuss more reasonable factors of influencing consumers’ purchasing behaviors, the research examines the impact of product knowledge and brand image on purchase intention, moderated by product categories, through the intrinsic clue-consumers’ product knowledge, and the extrinsic clue-brand image. Such an effort is in an attempt to know the factors of influencing purchasing behaviors completely. The subjects of this research are the university students of Tatung University. The questionnaires are randomly distributed among subjects. In the research, 20 products for pretest based on four criteria are chosen. Of them, each type of products (convenience goods, specialty goods) is to be operational product of this research. A 2*2*2 experiment design is used to examine the effect of product knowledge and brand image on consumers’ purchasing intention, moderated by product categories. The conclusions of the research are:1. The higher the product knowledge the consumers have, the higher the purchasing intention. 2. The better the brand image is, the higher the purchasing intention. 3. In high product knowledge, consumers have higher purchasing intention in specialty goods than convenience goods. 4. In high brand image, consumers have higher purchasing intention in specialty goods than convenience goods; In low brand image, consumers have lower purchasing intention in specialty goods than convenience goods.

參考文獻


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