品牌形象、網路口碑與購買意願之研究

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/25277

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/25277

Title:	品牌形象、網路口碑與購買意願之研究 The Research of Brand Image and Word of Mouthon Purchase Intention
Authors:	陳志維 CHEN, CHI-WEI
Contributors:	中國文化大學國際企業管理學系
Keywords:	品牌形象網路口碑購買意願 brand image electronic word-of-mouth purchase intention
Date:	2013-06
Issue Date:	2013-09-24 14:12:02 (UTC+8)
Abstract:	每當智慧型手機有新產品推出，總能讓消費者眼睛為之一亮，其成功因素，除了簡約的設計及多樣的App 軟體選擇外，產品的品牌形象及所造成的網路口碑效應，是否也在潛移默化中影響了消費者的購買意願呢？故本研究以智慧手機進行深入探討，希望能對企業建立的產品形象效益做出分析及建議，進一步創造出網路口碑，促使消費者願意購買公司產品。本研究以智慧型手機的使用者為調查對象，以紙本及網路問卷的方式，發放300 份問卷，透過層級迴歸分析，進行實證研究，觀察結果發現網路口碑會扮演中介變數，影響品牌形象對購買意願之影響。 When there is a new smart phone release, It always allows consumers to buy it as soon as possible. To analyze the success factors. One is it's simple-design and a variety of App software selection, the product's brand image and reputation caused by the network effect, whether it also subtly influence the consumer's willingness to buy it? In this study, in order to conduct in-depth study smart phones, hoping to establish corporate image of the product to make benefit analysis and recommendations, and further create a network reputation, prompting consumers are willing to buy our products. In this study, smartphone users for the survey to paper and internet questionnaires, 300 questionnaires distributed via multiple regression analysis, empirical research, observation found online WOM would play an intermediary variables affect the brand image on purchase intention.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

Files in This Item:

File	Description	Size	Format
fb130924140945.pdf		900Kb	Adobe PDF	4211	View/Open
index.html		0Kb	HTML	287	View/Open

View Licence

Loading...