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系統識別號 U0026-1307201209513200
論文名稱(中文) 品牌價值,品質意識,價格意識,社會網絡與購買意圖的影響研究---以工業產品為例
論文名稱(英文) The Effect of Brand Value, Quality Awareness, Price Perception and Social Network on Purchase Intention-For Industrial Technical Product
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 100
學期 2
出版年 101
研究生(中文) 吳駿献
研究生(英文) Chun-Hsien Wu
學號 r47991124
學位類別 碩士
語文別 中文
論文頁數 92頁
口試委員 指導教授-胡聯國
共同指導教授-蔡明田
口試委員-莊雙喜
中文關鍵字 品牌價值  品質意識  社會網絡  購買意圖 
英文關鍵字 Brand Value  Quality Awareness  Social Network  Purchase Intention 
學科別分類
中文摘要 台灣的商業模式一直以來都是以進出口貿易為主,現階段工業用產品很多都還是仰賴進口,在購買產品的行為模式由於產品性的關係比較趨於保守,重視購買產品的條件因素也與消費性產品有所不同,景氣循環對購買意圖所著重的地方也會因狀況不同而改變;基於一個中小企業的想法,尋求一個可印證的購買意圖構面是有助益,在購買意圖考量上的習慣建立,尋求這些因素的關係把它建立成一個架構,對中小企業的發展會有一定的幫助。
本研究以工業產品購買意圖為例,購買者及使用者為探討對象,產業以電子業生產公司為主,並透過實證研究來確認工業產品中,影響購買意圖的關鍵因素。透過問卷調查方式作為資料蒐集的工具,此次問卷共收回217份有效問卷,再利用因素分析及結構方程模式(SEM)對品牌價值、品質意識、價格意識及社會網絡與規範性評估及景氣循環對購買意圖之因素進行實證研究。研究顯示結果如下。
1、品牌價值對規範性評估有正向顯著的影響。
2、品質意識對規範性評估有正向顯著的影響。
3、品牌價值對規範性評估有正向顯著的影響。
4、社會網絡對規範性評估有正向顯著的影響。
5、規範性評估對購買意圖有正向顯著的影響。
6、景氣循環會正向影響購買意圖。
此一研究實證結果提供品牌價值、品質意識、價格意識及社會網絡與工業用產品在購買意圖上作為參考,在非主流品牌的發展或行銷上,可強調產品的品質及價格性,會有助於提升接受度;當然增加社會網絡以提高更多使用者的購買意圖也是一個正向的方式,研究結果有助於瞭解合作客戶在未來的購買意圖狀況各個探討因素的顯現性及時機點。
關鍵字:品牌價值,品質意識,社會網絡,購買意圖
英文摘要 The business model of Taiwan has taken foreign trade as the core all the time.A lot of industrial products are dependent on importing at the present stage. The condition factor of industry market is different from the consumer market, the prosperous of circulation will affect the purchase intention.To seek one composition of purchase intention that can confirm good benefitting, to set up it into a structure, have certain benefitting to the operators of small and medium-sized enterprises.
This research takes industry technical product purchase intention as an example, and confirm in the industrial products through the positive research. There were 217 effective paper questionnaires , and then utilize the factor analysis and the Structural Equation Modeling ( SEM) carry on the positive research to brand value, quality awareness, price perception ,social network, normative evaluation and factor of purchase intention of technical products through the positive research. The major findings of the research are stated as below:
1. A high brand value has positive attitude toward normative evaluation.
2. A high quality awareness has positive attitude toward normative evaluation.
3. There is positive relation between price perception and normative evaluation.
4. There is positive relation between social network and normative evaluation.
5. There is positive relation between normative evaluation and purchase intention.
6. The business cycles has positive attitude toward purchase intention.
The real result of the reserch offers brand value, quality awareness, price perception and social network as reference in purchasing the intention. In the marketing of the non-mainstream brand can emphasize the quality and price of the products, will contribute to accepting degree. The other good way it increase social network, the result of study will contribute to understanding the cooperative customer clicks in the future purchase intention state.


Keywords: Brand Value, Quality Awareness, Social Network, Purchase Intention
論文目次 摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究範圍與對象 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 工業用產品購買市場的特性 7
第二節 品牌價值 9
第三節 品質意識 14
第四節 價格意識 20
第五節 社會網絡 24
第六節 規範性評估 28
第七節 景氣循環 31
第八節 購買意圖 34
第三章 研究方法 37
第一節 研究架構與研究假設 37
第二節 操作性定義 41
第三節 研究問卷設計與發放 43
第四節 研究資料分析方法 47
第四章 資料分析結果 55
第一節 樣本結構統計分析 55
第二節 因素分析與信度分析 64
第三節 結構方程模型分析 70
第五章 結論與建議 77
第一節 研究結果與討論 77
第二節 管理意涵 80
第三節 研究限制與建議 83
參考文獻 84
附錄 1
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