| 摘要: | 本研究旨在探討消費動機、購買意願與品牌熟悉度之關聯性。經由間接文獻回顧引用及邏輯之推理，以臺灣池上米為例，發現品牌熟悉度(調節變數)確實影響消費動機(自變數)和購買意願(依變數)之間的關係。
本研究委由專業學術問卷代發機構，採用網路問卷調查方式以臺灣消費者為研究對象進行資料收集。研究對象於正式填答問卷前，先以「請問您是否知道或購買過或聽說過臺灣池上米」來篩選是否為有效對象，結果和預期的一致，池上米眾所週知，本研究在發放期間共回收367份問卷，經篩選無效問卷後，共回收367份有效問卷進行實證資料分析。
本研究結果發現，消費動機對購買意願呈現正向顯著之關係；品牌熟悉度在消費動機與購買意願之間具調節效果。因此，調節預測效果對於產業界在行銷策略上有實質的幫助。
This study aims to explore an Empirical Study of Consumption Motivation, Brand Familiarity and Purchase Intention: A Case Study of Chihshang Rice. Through indirect literature review and logical reasoning, taking Taiwan Chihshang Rice as an example, it was found that brand familiarity (moderator variable) does affect the relationship between consumption motivation (independent variable) and purchase intention (de-pendent variable).
This study commissioned a professional academic questionnaire distribution company to use Taiwanese consumers as the research object and collect data through online surveys. During the survey period, a total of 367 questionnaires were collected. A total of 367 valid questionnaires were recovered, with a recovery rate of 100%.
The research results found that there is a significant positive correlation between con-sumption motivation and purchase intention; brand familiarity has a moderating effect between consumption motivation and purchase intention. |
