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系統識別號 U0026-0812200911101206
論文名稱(中文) 品牌策略對消費者購買決策調和影響之研究
論文名稱(英文) The moderating effect of brand strategy on consumer purchase decision.
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 92
學期 2
出版年 93
研究生(中文) 張育嘉
研究生(英文) Yu-Chia Chang
學號 r4691115
學位類別 碩士
語文別 中文
論文頁數 121頁
口試委員 指導教授-陳忠仁
口試委員-吳學良
口試委員-張淑昭
中文關鍵字 購買決策  企業特性  消費者特性  品牌策略  原品牌權益  產品特性差異 
英文關鍵字 decision  brand equity  consumer  characteristic  purchase 
學科別分類
中文摘要   在競爭日趨激烈的多元市場中,消費者的購買行為面臨了產品與品牌的氾濫,為了節省購物成本與避免可能的風險,消費者變得越重視品牌的選擇。對企業而言,深刻體認品牌在市場競爭中的優勢地位變得更加重要。適當的品牌策略可讓原品牌權益提升或是避免傷害。而企業在採取品牌策略時,須考量到產品特性差異,以搭配最適切的品牌策略。企業特性當然也必須和品牌策略作適當的配合,不論在研發能力或是行銷能力上,讓消費者在購買行為中也同時體認到該企業的核心能力,間接再強化品牌的價值。過去的文獻雖然探討層面非常廣泛,但較屬於單一性的研究,因此本研究將以一整合性的研究架構,以品牌策略為主題,並配合上原品牌權益、產品特性差異、消費者特性與企業特性等變數,以探討品牌策略對消費者購買決策的影響為研究目的。

  在母體的選擇採用成功大學的大學部及研究所之學生及在職進修學生。本研究以便利抽樣方法選定系所及班別,向願意協助本研究之同學及在職進修人士進行調查。共計發放220份問卷,回收之有效問卷為200份,問卷之有效回收率為90.91%。

  研究結果發現原品牌權益、產品特性差異與企業特性皆會對企業品牌策略與消費者購買決策間之關係產生影響。當原品牌權益之品牌聯想、品牌知名度與知覺品質程度愈高時,企業推出新產品採取品牌延伸策略,則會有較顯著的消費者購買決策;而當原品牌權益之品牌聯想、品牌知名度與知覺品質程度愈低時,則企業不論採取何種品牌策略,皆不會對消費者購買決策有顯著影響。其次,產品特性差異之功能差異與品質差異亦會對企業品牌策略與消費者購買決策間之產生影響。結果顯示出,當新產品與原有產品間的功能差異與品質差異愈大時,則企業採取品牌延伸策略會有較佳的購買決策;而當新產品與原有產品間的功能差異與品質差異愈小時,則企業不論採取何種品牌延伸策略,對消費者購買決策皆沒有顯著差異。最後,企業特性之企業形象與企業研發能力也會對企業品牌策略與消費者購買決策間之產生影響。當企業形象愈不顯著時,則企業推出新產品採全新品牌策略,會有較佳的購買決策;而當企業形象愈顯著、愈正向時,則企業採取品牌延伸會有較佳的購買決策。此外,當企業研發能力愈弱時,則不論企業採取何種品牌策略,對購買決策皆沒有顯著差異。
英文摘要 none


論文目次 目 錄

第一章 緒論 1-1
第一節 研究背景與動機 1-1
第二節 研究目的 1-4
第三節 研究流程 1-5
第四節 論文架構 1-6
第二章 文獻探討 2-1
第一節 品牌之相關研究方向 2-1
第二節 品牌之相關理論 2-7
第二節 各變數之相關文獻 2-11
第三章 研究設計與研究方法 3-1
第一節 研究架構 3-2
第二節 研究假設 3-3
第三節 變數的衡量構面與問項 3-10
第四節 抽樣方法與資料蒐集 3-14
第五節 問卷回收及樣本結構 3-16
第六節 資料分析方法 3-17
第四章 研究結果分析與討論 4-1
第一節 信度檢定 4-1
第二節 不同控制變數在各研究變數之差異分析 4-4
第三節 品牌策略與消費者購買決策之T檢定分析 4-10
第四節 品牌策略與原品牌權益、產品特性差異、消費者特性、企業特性之交互作用對消費者購買決策之影響 4-11
第五章 結論與建議 5-1
第一節 研究結果 5-1
第二節 研究貢獻 5-5
第三節 研究建議 5-7
第四節 研究限制 5-8
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