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系統識別號 U0026-1008201519153600
論文名稱(中文) 「酷」對品牌偏好與購買意願之影響--以iPhone 6為例
論文名稱(英文) The Influence of the Coolness on Brand Preference and Purchase Intention —Using iPhone 6 as an Example
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 103
學期 2
出版年 104
研究生(中文) 李庭慧
研究生(英文) Ting-Hui Lee
學號 R96021015
學位類別 碩士
語文別 中文
論文頁數 84頁
口試委員 口試委員-李奇勳
口試委員-陳勁甫
指導教授-蔡東峻
中文關鍵字   iPhone  品牌偏好  購買意願 
英文關鍵字 Coolness  iPhone  Brand Preference  Purchase Intention 
學科別分類
中文摘要 酷的概念在1920年代便已開始萌芽,經過期間的發展,酷的應用也越來越廣泛,企業經常運用酷做為傳遞自身產品的價值至消費者的方式,尤其針對現代年輕的消費者族群而言來說更是如此。因此本研究以蘋果公司推出的iPhone系列手機作為本研究的產品,探討在近幾年間皆相當受到消費者歡迎的原因,除了蘋果公司品牌本身的影響力之外,本研究希望能以其他方向探討這一議題,因此採用酷的角度做為本研究的主要切入點。
根據過去的文獻整理出其中四項會影響酷的前因做為此次的研究變數,分別為:個人化、獨一性、美感、意義性,希望藉由此次研究得知何者的影響程度最大,並以此結果再推導至消費者的品牌偏好與購買意願是否也有正向的影響關係。
因此本研究以SEM分析做為主要研究方法,運用問卷詢問受測者對於酷的想法,並再將問卷結果分群為現在持有手機為iPhone系列手機者以及非iPhone系列手機持有者加以比較,分析其影響結果是否會所不同讓研究結果更加完整。
在本研究結果中發現,酷的四項前因皆會正向的影響到整體性的酷,其中以個人化的影響程度最高、獨一性次之。且當消費者認為該產品越酷的時候,他們越容易被產品吸引進而提高品牌偏好以及購買意願。
因此根據本研究之結果,發展出實務建議如
(一) 產品與消費者的人格特質相符且具有獨特性會更增進產品酷的程度,並確實能提升品牌偏好與購買意願。
(二) 可針對iPhone系列手機設計不同外觀造型變化以吸引現非為Apple手機持有者的購買。
(三) 產品除個人化、獨一性、美感外,功能與品質仍是相當重要的。
英文摘要 The concept of coolness began to grow in the 1920s, through the time goes by, the application of coolness become prosperous. Some companies used it as the way to deliver the value of the products to customers, especially for the young people. By the viewpoint of the coolness, we use iPhones as the products to discuss the reasons why iPhones are so popular. In addition to the influences of the brand, the study wanted to find another points to discuss this issue. Therefore, this study used the concept of coolness as the main variable.
Based on the literature review, we sorted out the influential factors of coolness: personalization, singular, aesthetic and meaningful. By this study, we wanted to know whether the factors have the influence on products and increase consumers' brand preference and purchase intention.
Therefore, this study use SEM analysis as the main research method, we sent out the online questionnaire to find out consumers' thoughts, moreover, this study classified the subjects as iPhone users and non-iPhone users, and tried to apply the classified data to compare the results.
From the results, all the factors have positive influence on coolness and the personalization was at the highest level. When consumers believe that the product is cooler than other products, than they are more likely to be attracted and increase their brand preference and purchase intention.
From the result, the suggestions are following:
1. The consumer’s personality is similar to product’s traits will enhance the brand preference and purchase intention.
2. We can design variety of iPhones which are emphasized on appearance to attract non-iPhone users.
3. In addition to the factors of personalization, singular and aesthetic, functions and qualities of the products are important factors too.
論文目次 第一章緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻回顧 7
第一節 酷(coolness)的意涵 7
第二節 酷於市場行銷中的應用 11
第三節 酷的前因對整體的酷之影響 15
第四節 整體的酷對於品牌偏好以及購買意願之影響 20
第三章研究方法 23
第一節 研究架構與假設 23
第二節 研究對象與研究範圍 24
第三節 問卷設計 25
第四節 資料分析方法 32
第五節 問卷前測結果 34
第四章 研究結果分析與討論 37
第一節 受測者基本資料與敘述性統計 37
第二節 研究變數之敘述性統計 44
第三節 統計分析結果 49
第四節 小結 66
第五章 結論與建議 68
第一節 研究結論 68
第二節 實務上的建議 72
第三節 研究限制及未來研究建議 73
參考文獻 75
附錄 正式問卷 79
參考文獻 網路文獻
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PCWorld (2011) What Android Fans Think of iPhone Users
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中文文獻
李茂能(2007)。結構方程模式軟體Amos之簡介及其在測驗編製上之應用,初 版,台北:心理出版社
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榮泰生(2009)。Amos與研究方法,第三版,台北: 五南圖書出版公司


英文文獻
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