品牌權益對消費者再購意願之影響：組成構面的相對影響

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/44929

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/44929

Title:	品牌權益對消費者再購意願之影響：組成構面的相對影響 The Impact of Brand Equity on Consumers’ Repurchase Intentions:Relative Impact of Relevant Components
Authors:	邱麗蓉
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	品牌權益品牌知名度品牌忠誠度知覺品質品牌聯想消費者再購意願
Date:	2019
Issue Date:	2019-08-28 09:42:01 (UTC+8)
Abstract:	本研究在探討隨著網際網路日漸成熟與開放性，使得商業型態與行銷環境產生巨大改變的情況下，品牌權益構面中的品牌忠誠度、品牌知名度、知覺品質與品牌聯想，是否仍與過去學者的研究結果一致，對於消費者的再購意願仍具有顯著的影響力。並進一步探討，品牌權益中四個構面對消費者再購意願的相對關係、影響力大小及是否具有前後關係。本研究以在台灣市場普及率達九成以上的白色家電作為驗證研究之目標產業，並採用結構式問卷的方式進行研究，透過網路便利抽樣，抽樣對象為曾經購買過日系知名品牌電冰箱的消費者進行發放與填答，總共回收697份問卷，有效問卷共計324份。本研究為使問卷更具有信效度，研究時設置消費者人格特質及價格敏感度作為控制變數，藉以釐清品牌權益四個構面與消費者再購意願之關係。研究結果發現，品牌權益四個構面中，品牌知名度、品牌忠誠度、知覺品質及品牌聯想對於消費者再購意願皆有顯著的正向影響；而其中又以品牌聯想居對消費者再購意願正向影響的首位。且經路徑分析結果顯示，品牌權益之各構面對消費者再購意願之影響確實具有前後關係。最後，本研究根據研究結果，提出管理上的意涵。 In light of the increasing maturity and openness of the Internet that result in a significant change in the business model and marketing environment, this study explores that whether brand loyalty, brand awareness, perceived quality and brand association in the composite facets of brand equity are still significantly influential to consumers' repurchase intentions, as shown by the results of past research. Then, this study further explores the impacts of the four components in brand equity on consumers' repurchase intentions, as well as their relations with consumers' repurchase intentions to see if there is any contextual relationship. This study uses White Goods that have a penetration rate of over 90% in Taiwan as the target industry for research verification and a structured questionnaire to conduct research. The research subjects are conveniently sampled on the Internet, and they are consumers those who have purchased famous refrigerator brands from Japan. A total of 697 questionnaires are recovered, with a total of 324 valid questionnaires. In order to make the questionnaire more reliable and effective, this study sets consumer personality traits and price sensitivity as control variables to clarify the relationship between the four facets of brand equity and consumers' repurchase intentions. The study finds that except for brand awareness, brand loyalty, perceived quality and brand association have a significant positive impact on consumers' repurchase intentions. Among them, brand association has the most significant positive impact on consumers’ repurchase intentions. Meanwhile, the results of path analysis show that there is a contextual relationship between the various aspects of brand equity and consumers' repurchase intentions as the various aspects of brand equity can indeed impact consumers' repurchase intentions. Finally, this study proposes managerial implications based on the research results.
Appears in Collections:	[Master of Science in marketing ] Thesis

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