品牌形象、品牌知名度與涉入程度對消費者購買意願之影響－以iPhone 手機為例

The Effect of Brand Image, Brand Awareness and Involvement on Consumer Purchase Intentions – Take iPhone as an Example.

邱韋翰(Wei-han Chiu)

指導教授 ： 葛維鈞

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

由於現今消費者購買型態之變化，品牌的考慮在消費者購買行為中，已佔有很高的因素，而企業也逐漸意識到建立品牌的重要性，品牌的成功與否代表著公司的商譽、文化與經營管理的成效。廣義來說，品牌便是企業整體的競爭能力。
本研究旨在探討消費者在品牌形象、品牌知名度與涉入程度的相互影響之下，對於購買意願有何影響。採用便利抽樣的方式抽取台中與台北地區共260份問卷，有效問卷為235份，並使用結構方程模式進行資料的分析、與驗證。經由統計分析後，得出下述結果：（1）品牌知名度對品牌形象有顯著影響；（2）品牌形象對購買意願有顯著影響；（3）品牌知名度對購買意願有顯著影響；（4）品牌形象會透過涉入程度的中介效果，部份影響消費者的購買意願；（5）品牌知名度會透過涉入程度的中介效果，部份影響消費者的購買意願；（6）品牌知名度會透過品牌形象的中介效果，完全影響消費者的購買意願。（7）不同消費者特性，對於品牌形象、品牌知名度、涉入程度與購買意願有部份差異。
根據研究結果，建議企業應先建立廣大的品牌知名度，以利於塑造良好的品牌形象，並根據不同年齡層之消費者特性，提供消費者完整的產品資訊，方能使消費者提升購買意願。

關鍵字

涉入程度 ； 品牌知名度 ； 品牌形象 ； 購買意願

並列摘要

Due to the changes of modern consumption patterns, brand has become a very important factor in consumption ehavior. Enterprises are also gradually aware of the importance of establishing their own brands. Whether a brand is successful or not represents the reputation, the culture, and the effect of management of a company. In general, a brand stands for the competitiveness of an enterprise.
The research studies the purchase intentions of consumers when brand image, brand awareness, and involvement come into influence. Convenience sampling was used in this research 260 questionnaires were delivered in Taichung and Taipei and among which 235 were valid. Data was analyzed and verified by structural equation model. The following are the results of analysis: (1) Brand awareness has significant effect on brand image. (2) Brand image has significant effect on purchase intentions. (3) Brand awareness has significant effect on purchase intentions. (4) Brand image partially affects consumers’purchase intentions through the mediator of involvement. (5) Brand image partially affects consumers’ purchase intentions through the mediator of involvement. (6) Brand image fully affects consumers’ purchase intentions through the mediator of brand awareness. (7) Different consumer characteristics have partial differences on brand image, brand awareness, involvement, and purchase intentions.
Based on research results, it is suggested that enterprises should build well-know brand awareness first in order to establish good brand image. In addition, providing complete product information according to characteristics of consumers of different ages will stimulate their purchase intentions.

並列關鍵字

Involvement ； Brand Awareness ； Purchase Intentions ； Brand Image

參考文獻

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