電子口碑、品牌形象、品牌忠誠度與消費者購買意願關係之研究

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/23556

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/23556

Title:	電子口碑、品牌形象、品牌忠誠度與消費者購買意願關係之研究
Authors:	謝秉訓
Contributors:	國際企業管理學系
Keywords:	電子口碑 electronic word-of-mouth 品牌形象 brand image 品牌忠誠度 brand loyalty 消費者購買意願 consumer purchase intention 徑路分析 path analysis
Date:	2012
Issue Date:	2012-11-01 09:58:02 (UTC+8)
Abstract:	隨著科技的發展，消費者欲購買產品從以往的透過親朋好友分享消息，到現在可以打破空間與時間限制，運用網際網路相關平台得知產品的相關訊息，而其中又存有許多因素會影響這關係。本研究主要以探討電子口碑、品牌形象、品牌忠誠度與消費者購買意願的關係。本研究以購買過智慧型手機的消費者為研究樣本，以紙本實體問卷與網路問卷為主要方式，共計發放315 份問卷，刪除無效問卷後有效問卷為301 份，回收率為95.5%。本研究透過徑路分析，將電子口碑、品牌形象、品牌忠誠度對購買意願的影響進行實證分析。分析結果得知正面電子口碑對購買意願之影響中，品牌形象與品牌忠誠度會有中介效果；而負面電子口碑對購買意願之影響中，品牌形象與品牌忠誠度沒有中介效果存在。 With the development of science and technology, consumers want to buy products through friends and family to share news from the past. Using of the Internet platform to know the relevant information of the product, which there are many factors will affect this relationship. In this study, to explore the relations of electronic word of mouth,brand image, brand loyalty and consumers purchase intention. This study is using paper questionnaires and online questionnaires. Consumers who had purchased the smart phone were the study sample and is collected by 315 questionnaires.Completed questionnaires were returned by 301 con-tact-employees (95.6% response rate). In this study, we can know the electronic word of mouth, brand image, brand loyalty and purchase intention through path analysis. The results indicated that positive electronic word-of-mouth on purchase intention, brand image and brand loyalty will have the effect of mediating; negative electronic word of mouth and purchase intention,brand image, with no mediating effect of brand loyalty.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	494	View/Open

View Licence

Loading...