國際男士香水品牌購買意願之研究—以Burberry為例

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题名:	國際男士香水品牌購買意願之研究—以Burberry為例 Purchasing Intention of International Men’s Perfume Brands Research: Taking Burberry as an Example
作者:	林君璇
贡献者:	企業實務管理數位碩士在職專班
关键词:	品牌形象網路口碑知覺價值購買意願 brand image electronic word-of-mouth perceived value purchase intention
日期:	2024
上传时间:	2024-07-17 11:56:59 (UTC+8)
摘要:	現今男士香水市場銷售成長率逐年攀高，國際精品品牌業者，無不競相擴張全球市場版圖。若僅固守女性消費市場已無法取得競爭優勢，台灣業者亦以更多元的面向來尋求消費者的認同，於之提升銷售市占率。本研究主要依品牌形象、網路口碑、知覺價值與購買意願為變數實行研究計畫。就台灣地區之消費者為研究樣本。研究假說結果：(1)品牌形象對網路口碑具有顯著正向影響、(2)品牌形象對知覺價值具有顯著正向影響、(3)網路口碑對購買意願具有顯著正向影響、(4)知覺價值對購買意願具有顯著正向影響、(5)品牌形象對購買意願具有顯著正向影響。依研究假說結果提出實務意涵，作為相關業者進入市場之參考。首先，如何創造品牌形象差異化，強大品牌形象是企業必須關注的議題。其次，企業應重視並致力於透過正向網路口碑訊息，促成潛在的消費者購買意願。最後，經該品牌整體形象讓消費者向上提升知覺價值，進而提高購買意願引發實質消費動機。 Today, the sales growth rate of the men's perfume market is increasing year by year, and international boutique brands are all competing to expand their global market territory. It is no longer possible to gain a competitive advantage by just sticking to the female consumer market. Taiwanese companies are also seeking consumer recognition in more diversified ways to increase their sales and market share. This study mainly implements the research plan based on brand image, online word-of-mouth, perceived value and purchase intention as variables. Consumers in Taiwan were used as the research sample. Research hypothesis results: (1) Brand image has a significant positive impact on online word-of-mouth, (2) Brand image has a significant positive impact on perceived value, (3) Internet word-of-mouth has a significant positive impact on purchase intention, (4) ) Perceived value has a significant positive impact on purchase intention, (5) Brand image has a significant positive impact on purchase intention. Based on the results of the research hypothesis, practical implications are proposed as a reference for relevant industry players to enter the market. First of all, how to create a differentiated and strong brand image is an issue that companies must pay attention to. Secondly, companies should pay attention to and strive to promote potential consumer purchase intentions through positive online word-of-mouth messages. Finally, through the overall image of the brand, consumers can increase their perceived value, thereby increasing their purchase intention and triggering substantial consumption motivation.
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