- 學位論文
品牌形象對消費者購買意願之影響 -以台南全聯消費者為例
The Effects of Brand Image on Purchase Intention -The Consumer of Pxmart in Tainan Area as an Example
摘要
本研究旨在探討品牌形象如何影響消費者的購買意願：包括研究企業社會責任對品牌依附、品牌形象及購買意願的影響效果；品牌依附、品牌形象對購買意願的影響效果；以及品牌依附、品牌形象對企業社會責任及購買意願的中介效果。 本研究以文獻探討與問卷發放兩個方式進行研究，以台南地區全聯來店顧客作為主要研究對象，共計發放1000份問卷，有效樣本為785份，有效回收率為78.5%。相關資料以SPSS18.0統計軟體進行分析。統計分析結果顯示四個量表負荷量分別介於0.70至0.89、0.51至0.80、0.59至0.80與0.67至0.86之間。四個量表的各構面之Cronbach α分別為0.80、0.90、0.91、0.87。四個量表的各構面之組合信度(CR)為0.94、0.92、0.93、0.93。四個量表的各構面之平均變異萃取量（AVE）分別為0.72、0.48、0.54、0.63。證明四個量表均具有良好的信度與效度。實證分析結果如下： 研究結果支持本研究假說，並指出企業社會責任活動可以明顯增強消費者品牌依附、品牌形象及購買意願。更進一步，品牌依附、品牌形象部份中介了企業社會責任及購買意願。
並列摘要
This research explores how the brand can affect consumers’ purchase intention. It investigates the effects of corporate social responsibility (CSR) on brand attachment, brand image, and purchase intention; the effects of brand attachment and brand image on purchase intention; and the mediating effects of brand attachment and brand image on the relationship between CSR and consumer purchase intention. The population of this research was the consumer of pxmart in Tainan area. The total questionnaires administered were 1000. Finally, the total vailed questionnaires returned were 785 consumer questionnaires and the valid response rate was 78.5%. Based on the analytical surveying scale of statistical software SPSS 18.0, the constructive validity(convergent validity and discriminant validity)with the surveys various load of factors and Cronbach α in each aspect, the average variance extracted (AVE), and the composite reliability (CR). The analysis shows that the scale loads of each aspect of the four scales are between 0.70 to 0.89,0.51 to 0.80, 0.59 to 0.80, 0.67 to 0.86. Cronbach α of each aspect of the four scales are 0.80, 0.90, 0.91, 0.87. The average variance extracted (AVE) of each aspect of the four scales are 0.72, 0.48, 0.54, 0.63.The the composite reliability (CR) of each aspect of the four scales are 0.94, 0.92, 0.93, 0.93. The statistics show that the four scales both have good reliability and convergent validity. Based on the above background and motive, the empirical results support the study’s hypotheses and indicate that CSR activities significantly enhance consumers’ brand attachment, brand image, and purchase intention. Furthermore, brand attachment and brand image partially mediate the relationship between CSR and purchase intention.