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系統識別號 U0026-0107201115121900
論文名稱(中文) 品牌形象、涉入程度、生活型態與購買意願關係之研究-以宏碁電腦產品為例
論文名稱(英文) A Study of the Relations between Brand Image, Involvement, Life Style and Purchase Intention- In the Case of Acer Computer Products
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 99
學期 2
出版年 100
研究生(中文) 王杰毅
研究生(英文) Chieh-I Wang
學號 R07981252
學位類別 碩士
語文別 中文
論文頁數 138頁
口試委員 指導教授-馬瀰嘉
口試委員-陳順宇
口試委員-康信鴻
中文關鍵字 品牌形象  涉入程度  生活型態  購買意願 
英文關鍵字 Brand image  involvement  Life style  Purchase intention 
學科別分類
中文摘要 宏碁電腦將於2011年推出具有觸控功能的平板電腦。雖然宏碁電腦在原有的筆記型電腦與小筆電的市場占有率相當高,但新產品的推出,是否能經由品牌形象在消費者心中的反映,持續延伸到平板電腦的購買意願?另外,涉入程度、生活型態與人口統計變數,是否在消費者行為的購買意願上,具有差異性?
本研究以實體與網路問卷的方式,針對個人消費者為抽樣的對象,共得到有效問卷390份。以因素與信度分析,來確認問卷題項;以迴歸分析與典型相關,來分析宏碁電腦的品牌形象與電腦產品購買意願及平板電腦購買間的相關性;以集群與區別分析來確認涉入程度與生活型態的分群結果;以獨立樣本t檢定或多變量變異數分析,來分析涉入程度、生活型態與人口統計變數在品牌形象與電腦產品購買意願及平板電腦購買意願上,是否有差異。
研究結果顯示,品牌形象對電腦產品購買意願具有正向影響。電腦產品購買意願對平板電腦購買意願具有正向影響,且影響性高於品牌形象。品牌形象與購買意願在涉入程度、生活型態與人口統計變數間皆有部分顯著差異。
若業者欲提高消費者的電腦產品購買意願,可以從強化品牌形象著手。若業者欲提高消費者的平板電腦購買意願,可以從品牌形象的象徵經驗性著手,並從品質、價格與尺寸/造型/設計等多方面來加強。業者可針對不同涉入程度、生活型態與人口統計變數的市場區隔來發展產品,以滿足顧客的多元需求,並達到提高產品銷售的目的。
英文摘要 Acer will launch tablet personal computer with touch screen function in 2011. Though acer's market share was quite high at Notebook computer and Net PC, with new product's launch, could it be extended to tablet PC's purchase intention through brand image in customer mind? On the other hand, involvement, life style and the population statistic variables, whether in the consumer behavior's purchase intention, has the difference?
This research take the way of entity and network questionnaires, in view of individual consumer as the sampling object, altogether obtained effective questionnaire 390. By using factor and reliability analysis to confirm the questionnaire items; By using regression analysis and canonical correlation to analyze the influences between acer 's brand image, computer products' purchase intention and tablet PC's purchase intention; By using cluster and discriminate analysis to confirm the grouping result of involvement and life style; By using t-test or MANOVA to analyze acer 's brand image, computer products' purchase intention and tablet PC's purchase intention if there is any difference in involvement, life style and population statistic variables.
The findings showed that, the brand image had the positive influence to the computer product purchase intention. The computer product purchase intention had the positive influence to the tablet PC purchase intention, and the influential was higher than the brand image. The brand image and the purchase intention at the all of involvement, the life style and the population statistic variables had a partial significant difference.
If the entrepreneurs want to enhance consumer's computer product purchase intention, they might strengthen from the brand image. If they want to enhance consumer's tablet PC purchase intention, they might strengthen from the brand image's symbolic experiential, and focused on the quality, the price and the size/modeling/design. The entrepreneurs might aim at the different market segments by the difference between the involvement, the life style and the population statistic variables to develop the product, meet customer's multi-dimensional need, and achieve the goal of the product sales enhancement.
論文目次 摘要 I
Abstract II
誌謝 IV
目 錄 VI
表目錄 VIII
圖目錄 X
第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的 4
第三節、研究範圍與對象 7
第四節、研究流程 8
第二章、文獻探討 9
第一節、消費者行為 9
第二節、品牌形象 16
第三節、涉入程度 20
第四節、生活型態 27
第五節、購買意願 31
第六節、人口統計變數 34
第七節、各個構面間的關係 35
第三章、研究方法 38
第一節、研究架構 38
第二節、研究變數操作性定義與衡量 39
第三節、研究假設 41
第四節、問卷設計 44
第五節、抽樣計畫 51
第六節、資料分析方法 52
第七節、試測問卷結果與修正 58
第四章、資料分析與研究結果 72
第一節、敘述統計資料分析 73
第二節、因素分析及信度分析 82
第三節、品牌形象與購買意願間的關係 88
第四節、涉入程度在各研究構面的差異分析 94
第五節、生活型態在各研究構面的差異分析 97
第六節、人口統計變數在各研究構面的差異分析 101
第五章、研究結論與建議 112
第一節、研究結論 112
第二節、管理意涵 117
第三節、實務建議 118
第四節、研究限制與後續研究建議 119
參考文獻 120
附錄一:試測問卷 131
附錄二:正式問卷 135

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