涉入程度對品牌權益與購買意願關係之研究-以觀光旅遊業為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/25971

Title:	涉入程度對品牌權益與購買意願關係之研究-以觀光旅遊業為例 A Study on Effects of Involvement in Brand Rights and Purchase Intention- A Case of Tourism Industry
Authors:	黃品潔 Huang, Pin-Chieh
Contributors:	國際企業管理學系碩士在職專班
Keywords:	品牌權益涉入程度購買意願觀光旅遊 Brand Equity Involvement Purchase Intention Tourism Industry
Date:	2013-06
Issue Date:	2013-11-05 14:33:10 (UTC+8)
Abstract:	國際展覽為參展廠商提供一個與消費者直接溝通的傳播平台，可為廠商帶來數倍甚至數十倍的交易商機，在國內外競爭日益激烈的情況下，對觀光旅遊業而言，參加國際旅展成為重要的年度盛事。然而，對消費者而言，參觀台北國際旅展係僅止於旅遊資訊蒐集，亦或產生對旅遊產品的購買意願，可能會受到參觀國際展覽過程中對於業者的品牌權益所產生知覺的涉入程度而影響。本研究試圖從觀光旅遊業的角度，探討消費者在選擇旅遊產品時所感受到涉入程度的品牌權益與購買意願間之關係，以彌補現有理論之不足。本研究將以問卷調查法蒐集研究所需資料，發放方式以一般消費者及2013年4月12日~15日新竹國際旅展和4月26日~29日台北國際春季旅展觀展的消費者為受訪對象，現場親自發放問巻，回收有效問卷417份，有效問卷回收率83%。採用統計軟體進行資料統計並對研究假設進行驗證。本研究結果顯示：觀光旅遊業者的品牌權益會影響消費者的購買意願，同時，涉入程度對於購買意願關係也有影響，此外，品牌權益的涉入程度對於消費者的購買意願具有干擾影響。此研究將有助於瞭解觀光旅遊產業對於品牌權益的建立的運用，並提供觀光旅遊業管理者決策時的參考依據。 International travel exhibition provides the enterprises a platform to directly com-municate with the consumers, indicating the multiple profits in the market. Under the stress of severe competition, taking parts in the international exhibitions becomes an important issue for the enterprises in tourism industry. However, for the consumers, vis-iting the International Travel Exhibition in HsincChu on April 12~15 and Taipei on April 26~29 mean the collections of data for travelling or the purchase intention for the tourist products, possible to be affected by the involvement in the brand equity during the ongoing exhibition. Therefore, this research analyzes the consumers’ involvements in the brand equity and their purchase inclinations on the viewpoint of international exhibition, trying to make up for the insufficiency of the theory nowadays. With the method of questionnaires, this research analyzes the data through SPSS20.0 as the results of distributing the questionnaires. The goal of this research is to investigate the consumers’ involvement affecting the brand equity and purchase intention, contributive to the application and establishment of brand equity in the tourism industry. It also provides the managers of tourism enterprises important references in their business strategies.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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