高價精品品牌定位、資訊蒐尋成本對消費者購買意願影響之研究

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题名:	高價精品品牌定位、資訊蒐尋成本對消費者購買意願影響之研究 A Study of the Influence on Luxury Brand Positioning and Information Searching Costs on Purchase Intention
作者:	林桂英
贡献者:	國際企業管理學系
关键词:	高價精品品牌定位資訊蒐尋成本購買意願 Luxury Brand Positioning Information Searching Cost Purchase Intention
日期:	2022
上传时间:	2023-03-22 10:55:06 (UTC+8)
摘要:	品牌本身代表者許多意涵，品牌中的符號或文字往往也代表者精品品牌業者的核心價值，同時也傳達了感性以及象徵性的價值，尤其精品品牌業者對於品牌的聲望、形象與信譽更為重視，但過往鮮少將品牌聲望、品牌形象和品牌信譽做為品牌定位的衡量變項，也鮮少有研究者針對品牌聲望、品牌形象和品牌信譽及資訊蒐尋成本對購買意願進行綜合影響的相關研究，因此本研究選擇將品牌聲望、品牌形象和品牌信譽做為品牌定位的衡量變項，進一步探討各變項之間的影響性。本研究針對一般本國消費族群和一般外國人消費族群進行問卷調查，共回收問卷331份，有效問卷300 份，有效回收率為90.6%。實證結果顯示，品牌定位對購買意願有顯著正向影響，品牌定位對資訊蒐尋成本有負向顯著影響，資訊蒐尋成本對購買意願也有負向顯著影響，而資訊蒐尋成本對品牌定位與購買意願具有部分中介效果。此一研究結果提供了高價精品品牌業者藉由品牌定位降低資訊蒐尋成本，並進一步提高消費者購買意願之重要理論意涵及管理意涵。 Brand comprises various implications which also indicate the symbols and the words of core values of boutique business and convey the symbolic values of sensibility. Boutique business particularly aims at the reputation, image, credibility of brand, few studies focus on it as the assessment variable of brand positioning and intend to discuss how the costs of information searching and purchasing intention are affected by it, however. The study thus discusses how brand reputation, brand image, and brand credibility affect to the positioning of brand, and how those variables affect to one and another. Local consumers and foreign consumers are research objectives, and 331 questionnaires were recovered, 300 valid questionnaires were collected, and the effective recovery rate was 90.6%. The results reveal that purchasing intention is significantly positive affected by brand positioning, the costs of information searching is significantly negative affected by brand positioning, and the effect of brand positioning on purchasing intention is significantly partially mediated by the costs of information searching. The results demonstrate important theoretical and managerial implications that high-valued boutique business can progressively improve purchasing intention via the decline of the cost of information searching by brand positioning.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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