| 摘要: | 網路購物在近十年(2010年到2020年)來，拜網路的迅速發展與行動裝置的普及性之賜，以驚人之姿蓬勃發展在我們的生活之中；眾多的網路購物平台，更是卯足全勁的爭奪顧客的目光，而在一片競爭當中，誰能獨佔鰲頭，吸引眾多使用者的目光，願意消費，是非常值得探討的。現今多元性的消費型態與購物的管道，品牌形象代表著可靠的服務品質與價值，是讓消費者在購買決策的過程中，一個重要的影響關鍵。本研究將就消費者，藉由品牌形象所提供之態度與品質，推論出對網路購物平台的喜好，影響消費者的購買意願與行為。
本研究之研究對象為曾經有過網路購物經驗的消費者，採用便利式問卷的方式進行研究，問卷以Google表單製作，投放在各社群網路之中，共回收206份問卷，有效問卷共計206份。問卷資料經信效度驗證，以迴歸模型分析結果顯示，品牌形象對品牌態度具有顯著正向影響，品牌態度對購買意願具有顯著正向影響，品牌形象對購買意願具有顯著正向影響，品牌態度在品牌形象與購買意願間具有部分中介效果。
In the past ten years (2010 to 2020), online shopping has flourished in our lives with an amazing appearance due to the rapid development of the Internet and the popularity of mobile devices; many online shopping platforms are even more It is very worthy of discussion as to who can come out on top, attract the attention of many users, and be willing to spend in this competition.
In today's diversified consumption patterns and shopping channels, brand image represents reliable service quality and value, and is an important influence key for consumers in the process of purchasing decisions. This study will infer consumers' preferences for online shopping platforms through the attitude and quality provided by brand image, which affects consumers' purchase intention and behavior.
The research objects of this study are consumers who have had online shopping experience. The research is carried out by means of a convenient questionnaire. The questionnaire is made in Google form and placed in various social networks. A total of 206 questionnaires were collected, and a total of 206 valid questionnaires were collected. share. The questionnaire data has been verified by reliability and validity, and the results of regression model analysis show that brand image has a significant positive impact on brand attitude, brand attitude has a significant positive impact on purchase intention, brand image has a significant positive impact on purchase intention, and brand attitude has a significant positive impact on purchase intention. There is a partial mediation effect between brand image and purchase intention. |
