- 期刊
品牌知名度、知覺品質及知覺風險對潛在消費者購買意願的影響－以耕莘SPA館為例
The Effect of Brand Awareness, Perceived Quality and Perceived Risk on Purchase Intention
摘要
本研究主要探討品牌知名度、知覺品質及知覺風險對潛在消費者的購買意願影響，並以耕莘SPA館為研究對象，由於耕莘SPA館開幕只對校內人士營業，潛在消費者容易界定，基於此樣本獨特性，可有效捕捉潛在消費者之知覺品質及知覺風險對其消費意願的影響，了解潛在消費者不至店消費的原因。本研究發出500份問卷，回收有效問卷為382份，有效問卷回收率為76.4%。經由迴歸分析結果發現，品牌知名度越高、知覺品質越高，則潛在消費者購買意願越高，意即當消費者接收許多該SPA館品牌訊息、正面品質口碑，那消費者心中的購買意願會較高。而由相關係數分析結果發現，品牌知名度與知覺品質越高，則潛在消費者的知覺風險越低。因外，透過基本資料分析，本研究發現，妝管科科內師生對耕莘SPA館有較多了解，非妝管師師生仍不太熟悉該SPA館，這可能是因為該SPA館開幕僅一年之故。本研究建議可多向潛在消費者宣傳，利用促銷及優惠活動吸引潛在消費者前往消費提高品牌知名度，並且努力留住曾消費過的老顧客，經由老顧客宣傳可提高品牌知覺品質及口碑，能夠將未曾消費的顧客購買意願提高並降低知覺風險。
並列摘要
This study investigates the effect of brand awareness, perceived quality and perceived risk on purchase intention of potential consumers. This article takes Xin-SPA as the object of study. Because Xin-SPA only open for the insiders of Cardinal Tien Junior Collage of Healthcare and Management, it's easy to define the potential consumers of Xin-SPA. By the uniqueness of this sample, we can effectively capture the impact of perceived quality and perceptual risk on the consumption intention of potential consumers, and understand the reasons why potential consumers do not shop. The study was conducted using a survey-questionnaire method, sampling method, in which a total of 500 questionnaires were sent out, a total of 382 questionnaires were valid, the returning rate of the questionnaire was 76.4%. We found that brand awareness and perceived quality are increase with the purchase intention of potential consumer, this result indicate that when consumers receive more information of Xin-SPA and positive quality reputation, then purchase intention of potential consumer will be higher. In addition, the members of Cosmetic Applications and Management Department understand Xin-SPA more than others, the others still don't know much about Zin-SPA, which may be because Xin-SPA was opened only one year. This study suggests that Xin-SPA can creat more advertising to improve brand awareness, through the old customers to enhance brand awareness and perceived quality, reduce perceived risk and increase purchase intention of potential consumers.