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| 題名: | 品牌聯想、知覺風險對企業經理人購買意願之影響研究 |
| 其他題名: | RESERCH OF THE EFFECTS TO BUSINESS MANAGERS'PURCHASE INTENTIONSFROM BRAND ASSOCIATION & CONSCIOUSNESS RISK |
| 作者: | 林忠勳
Lin, Jo-Se |
| 貢獻者: | 管理科學研究所
范惟翔
Wei-Shang Fan |
| 關鍵詞: | 購買意願;知覺風險;品牌聯想
Consciousness Risk;Purchase Intention;Brand Association |
| 日期: | 2004 |
| 上傳時間: | 2015-07-02 15:09:01 (UTC+8) |
| 摘要: | 「品牌聯想」係品牌權益之核心價值，消費者的「購買意願」與「品牌聯想」之間有著密切的關係。然而消費者在購買的決策過程之中，免不了會有風險的存在，所知覺的風險愈高，則愈容易阻礙購買意願，尤其是當消費者面對高涉入的產品時(例如：較高價格或需要高度資訊收集的產品)，更會知覺到廣泛的風險意識。 因此；本研究係以品牌聯想、知覺風險對企業經理人購買意願影響之研究，以國際青商會台中縣市之理監事會員為問卷普查對象，並以國內前五大國產乘用車種品牌為研究標的。問卷共寄發425份，回收之有效問卷共191份，有效問卷回收率佔45%。本研究結果發現茲如下述： 一、以卡方檢定發現；企業經理人之品牌聯想與購買意願之關係極顯著。經由交叉列聯表分析其特徵得知；當品牌聯想偏向同意時，其購買意願同意度亦相對偏高。 二、以卡方檢定發現；企業經理人之知覺風險與購買意願之關係極顯著。經由交叉列聯表分析其特徵得知；當知覺風險偏低時，則購買意願偏向同意。 三、以卡方檢定發現；企業經理人的品牌聯想對其知覺風險的影響呈現極顯著，即企業經理人之品牌聯想確實會影響其知覺風險程度。經由交叉列聯表分析其特徵得知；當品牌聯想偏向同意時，其知覺風險則相對性偏低。 四、當以複迴歸分析品牌聯想與知覺風險對企業經理人之購買意願的影響時，發現其中品牌聯想（即知覺價值、組織聯想、品牌個性、差異化）較無影響，而知覺風險之「社會風險」因素構面影響極顯著，其次為「身體風險」，且兩者皆呈現負相關，即企業經理人對「社會風險」或「身體風險」感受愈低時，則其相對購買意願則愈高。 五、針對企業經理人之七個人口變數對相關研究構面進行變異數分析後發現，性別、婚姻、教育程度、年收入呈現有顯著差異，而不同年齡層、行業別及管理階層之企業經理人則較顯著差異。
Brand association refers to the core value of brand equity and purchase intention of the consumers correlates closely with brand association. However, risk exists during the process of purchase decision-making. As consciousness risk gets higher, purchase intention becomes hindered more significantly. Extensive consciousness risk is aware when the consumers confront with products of high involvement in particular (such as merchandise that requires a higher price or collection of plenty of information). This study, on effects of brand association and consciousness risk on business managers’ purchase intentions, sets as its targets of census the members of the supervisors of the Taiwan junior chamber from Taichung county and city of , and its object of study on the five major domestic brands of passenger vehicles. A total of 425 copies of questionnaires were delivered by mail, and 191 copies were retrieved valid, the rate of valid retrieval is 45%. The study finds the followings: 1. The relations between brand association and purchase intention of business managers are extremely conspicuous. 2. The relations between consciousness risk and purchase intention of business managers are extremely conspicuous. 3. The effects of business managers’ brand associations on their consciousness risks are extremely conspicuous, i.e., their brand associations indeed effect the extents of consciousness risks. 4. When analyzing the effects of the factors like brand associations and consciousness risks on managers’ purchase intentions, we find that brand association (i.e., the factors of consciousness value, organizational association, brand personality, differentiation) is less influential, the “ social risk” factor of consciousness risk is extremely conspicuous, ‘’physical risk” comes second and social risk and physical risk are correlated negatively. The more numb business managers’ feel about ‘social risks’ and ‘physical risks’, relatively the stronger the purchase intention becomes. 5. An ANOVA on seven population variables of business managers in relation to the dimensions under study was conducted in the research and the results indicate gender, marital status, educational background and annual income render significant differences among the factors of brand association, consciousness risk and purchase intention; nevertheless, it is more conspicuous for business managers of different age, category of industry and management levels. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班
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