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系統識別號 U0026-2206201616504200
論文名稱(中文) 品牌形象與價格折扣對消費者購買意願的影響-以智慧運動手錶為例
論文名稱(英文) The Effect of Brand Image and Price Discount on Consumer Buying Intent – An Example of Smart Watch
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 104
學期 2
出版年 105
研究生(中文) 呂曜丞
研究生(英文) Yao-Cheng Lu
學號 R46031125
學位類別 碩士
語文別 中文
論文頁數 59頁
口試委員 指導教授-葉桂珍
口試委員-張太平
口試委員-汪美香
口試委員-張榮庭
中文關鍵字 品牌形象  價格折扣  衝動性購買傾向  知覺價值  購買意願 
英文關鍵字 Brand Image  Price Discount  Perceived Value  Impulsive buying intention  Purchase Intention 
學科別分類
中文摘要 以往研究皆顯示品牌形象和價格折扣對消費者知覺價值有正向影響,但亦有部分研究顯示過度的價格折扣反而會降低消費者對產品的知覺價值。因此本研究以此為出發,針對品牌形象與價格折扣對消費者購買意願之主要影響、衝動性傾向的人格特質干擾作用加以探討。採用2(高品牌形象、低品牌形象)x 2(價格折扣幅度高、價格折扣幅度低)的實驗設計。選擇智慧運動手錶做為研究標的。自變數為品牌形象與價格折扣,依變數為消費者購買意願,並以消費者本身的衝動性購買特質為干擾變數,針對以上各變數的關係加以探討。
研究結果發現,品牌形象與價格折扣之主要效果對購買意圖確實具有顯著影響,其中品牌形象對知覺價值是正向影響,而過度的價格折扣則對知覺價值產生負向影響,但並沒有發現消費者本身的衝動性購買特質對於價格折扣和知覺價值間有顯著影響。
根據本研究結果,消費者對產品品質的判斷和品牌及折扣方式具有密不可分的關係,即消費者主觀判定一個產品的品質時,除了單就品牌形象的高低來做判斷外,當廠商實施價格折扣促銷時,亦會改變消費者原先對於產品品質的主觀判斷。表示無論產品原先的品牌形象為何,當廠商欲進行促銷活動時,都應謹慎考慮促銷的方式和折扣程度,否則結果可能導致消費者對產品的品質產生質疑,反而違背了原先廠商欲進行促銷所欲達成的結果。
英文摘要 Previous studies have shown that both brand image and price discounts have a positive impact on consumers. However, some of the research on this topic has shown that excessive price discounts will reduce consumers’ perceived value of a product. Therefore, this study serves as a starting point for an examination of the effects of brand image and price discounts on purchase willingness, where impulsive personality traits are also explored. A 2 (yes, no brand) x 2 (discount price high and low) experimental design is used. The independent variables include brand image and price discounts, which are examined in relationship to the consumer willingness to buy. Individual consumer impulse buying traits are explored to determine their relationships to the above-referenced variables. The results suggest that the main effect of brand image on purchase intent does have a significant influence, which means there is a positive relationship between brand image and perceived value. The results also show there to be a negative effect on consumer perceived value when there is an excessive price discount on products. We did not find consumer impulse buying traits to have a significant influence in the context of price discounts. Therefore, this study suggests that industries should continue to focus on brand image management, with appropriate use of price discounts intended to stimulate consumer willingness to buy.
論文目次 目錄
中文摘要 I
The Effect of Brand Image and Price Discount on Consumer Buying Intent – An Example of a Smart Watch III
致謝 VII
目錄 VIII
表目錄 X
圖目錄 XI
第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻探討 5
第一節 品牌形象 5
第二節 促銷 7
第三節 衝動性購買傾向 10
第四節 知覺價值 13
第五節 購買意願 17
第參章 研究方法 19
第一節 研究架構與假設 19
第二節 研究設計 23
第三節 回應變數之操作性定義與衡量 29
第四節 資料分析方法 31
第肆章 資料分析 33
第一節 樣本資料統計 33
第二節 因素與信度分析檢定 35
第三節 集群分析法檢定 38
第四節 相關分析 39
第五節 階層迴歸分析 41
第六節 因子組合平均數分析 44
第伍章 結論與建議 47
第一節 結論 47
第二節 研究貢獻 48
第三節 管理意涵 49
第四節 研究限制與後續研究建議 51
參考文獻 52
附錄 正式問卷 56







表目錄
表3-2-1 情境組合設計…………………………………………………………23
表3-3-1 知覺價值之衡量題項與參考文獻……………………………………29
表3-3-2 衝動性購買傾向之衡量題項與參考文獻……………………………30
表3-3-3 購買意願之衡量題項與參考文獻……………………………………30
表4-1-1 樣本回收及有效份數…………………………………………………33
表4-1-2樣本資料分布…………………………………………………………34
表4-2-1 「知覺價值」因素信度分析結果……………………………………36
表4-2-2 「購買意願」因素信度分析結果……………………………………36
表4-2-3 「衝動性購買傾向」因素信度分析結果……………………………37
表4-2-4 「衝動性購買傾向」問項集群分析結果……………………………38
表4-3-1 各變數之相關分析表…………………………………………………39
表4-4-1 迴歸分析結果…………………………………………………………42
表4-5-1 品牌形象與折扣程度對於產品知覺價值的平均數比較……………43
表4-5-2 品牌形象與折扣程度對於購買意願的平均數比較…………………44
圖目錄
圖1-1-1全球穿戴式裝置銷售預測 ……………………………………………2
圖1-3-1本研究之研究流程 ……………………………………………………4
圖2-4-1知覺價值組成模式……………………………………………………14
圖2-4-2商店、品牌名稱及折扣深度對消費者評價與購買意願影響模式…15
圖3-1-1本研究之架構圖………………………………………………………19
圖3-2-1智慧運動手錶示意圖…………………………………………………24
圖3-2-2前測問卷品牌形象問卷結果…………………………………………25
圖3-2-3前測問卷折扣幅度問卷結果…………………………………………25
圖3-2-4前測問卷設計…………………………………………………………26
圖3-2-5故事導引情境設計……………………………………………………27
圖3-2-6高品牌形象低折扣幅度之情境設計…………………………………27
圖3-2-7高品牌形象高折扣幅度之情境設計…………………………………28
圖3-2-8低品牌形象低折扣幅度之情境設計…………………………………28
圖3-2-9低品牌形象高折扣幅度之情境設計…………………………………28
圖4-5-1品牌形象與價格折扣對知覺價值的影響……………………………43
圖4-5-2品牌形象與價格折扣對購買意願的影響……………………………44
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