品牌形象與購買動機對品牌購買意願之影響以金門伴手禮為例

CCUR > College of Business > Master program of global brand and marketing > thesis > Item 987654321/53884

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53884

Title:	品牌形象與購買動機對品牌購買意願之影響以金門伴手禮為例 The Impact of Brand Image and Purchase Motivation on Brand Purchase Intention Taking Kinmen Souvenirs as an Example
Authors:	方鴻聞 Hung-Wen, Fang
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	品牌形象購買動機 brand image purchase motivation
Date:	2025
Issue Date:	2025-02-24 13:17:15 (UTC+8)
Abstract:	本研究旨在以金門縣伴手禮為例，探討旅遊伴手禮產品品牌形象與購買動機對品牌購買意願的影響。透過實地調查研究與深入訪談方式針對金門消費者調研，並使用綜合統計分析等資料文件處理方式收集到的資料進行分析。研究結果表明，金門地區伴手禮銷售品牌形象和購買動機對品牌購買意願具有顯著影響。具體來說，積極的品牌形象和被引發的購買動機可以提高消費者購買品牌的意願。這些發現有助於更好地了解消費者行為，並為制定有效的行銷策略提供寶貴的見解。品牌形象是品牌成功的關鍵因素，它直接影響消費者的實際購買行為。品牌形象是指消費者對品牌的認知，而購買動機反映了消費者購買產品的意願和原因，是影響品牌購買意願的兩個重要因素。本研究以金門為例，探討各類型地方伴手禮商品品牌形象與購買動機對品牌購買意願的影響。採用網路發佈和金門當地直接發放問卷，共回收有效問卷250份，深入訪談近30人次。使用統計方法對收集的資料進行分析，以檢驗品牌形象、購買動機和品牌購買意願之間的關係。具體來說，本研究顯示品牌形象和購買動機對品牌購買意願都有顯著影響。正向的品牌形象和強烈的購買動機可以增加消費者購買品牌的意願。 This study aims to take Kinmen County souvenirs as an example to explore the impact of tourism souvenir product brand image and purchase motivation on brand purchase intention. Analyze the data collected through the Internet, on-site research and in-depth interviews based on the Kinmen Consumer Questionnaire, and use comprehensive analysis and other data file processing methods. The research results show that the brand image and purchase motivation of souvenir sales in Kinmen area have a significant impact on brand purchase intention. Specifically, a positive brand image and triggered purchase motivations can increase consumers' willingness to purchase the brand. These findings help to better understand consumer behavior and provide valuable insights into developing effective marketing strategies. Brand image is a key factor in brand success, and it directly affects consumers' actual purchasing behavior. Therefore, understanding the factors that influence brand image and purchase intention is crucial to developing effective marketing strategies. Brand image refers to consumers' perception of the brand, and purchase motivation reflects consumers' willingness and reasons to purchase products. They are two important factors that affect brand purchase intention. This study takes Kinmen as an example to explore the impact of brand image and purchase motivation of various types of local souvenir products on brand purchase intention. Questionnaires were distributed online and directly in Kinmen. A total of 250 valid questionnaires were collected, and nearly 30 people were interviewed in depth. The collected data is analyzed using methods such as comprehensive analysis to examine the relationship between brand image, purchase motivation and brand purchase intention. Specifically, this study shows that both brand image and purchase motivation have a significant impact on brand purchase intention. Positive brand image and strong purchasing motivation can increase consumers' willingness to purchase the brand.
Appears in Collections:	[Master program of global brand and marketing] thesis

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