| 摘要: | 品牌形象為消費者心中所持有的態度，以聯想的網絡型態呈現，根據其網絡連結特性可區分品牌形象為功能形象、象徵形象與經驗形象；當品牌於消費者心中具有正面意義，品牌才具有價值，而品牌權益的概念便是因為產品因該品牌所賦予的附加價值，其衡量方式可由知覺品質、品牌忠誠度、品牌聯想與品牌知名度。顧客基礎面的品牌權益強調品牌價值是由消費者所創造，當該品牌對消費者存有高度價值即可反映於顧客的購買行為上如願意付較高的價格、願意購買該品牌不同種類的商品及推薦給周遭好友。 因此本研究希望藉由瞭解消費者對於旅遊產品品牌的認知與態度，分析品牌形象、品牌權益與購買意願間之關係。以參加過出國團體旅遊之消費者為調查對象，並針對回收之344份樣本進行描述性統計、變異數分析、獨立樣本T檢定。並運用LISREL線性結構方程式之測量模式作驗證性因素分析，且驗證結構模型內變相間之關係。 資料分析結果，品牌形象與品牌權益量表測量模式內之信度、收斂效度與區別效度等指標皆符合建議理想值，顯示量表建構之適切性。而結構模式分析後發現，品牌形象對品牌權益有正向的影響關係；品牌權益會正向的影響購買意願；品牌形象對購買意願無顯著直接影響關係，顯示了品牌形象對於購買意願的影響應有中介變數的存在；而於本研究中品牌形象經由品牌權益的中介影響對購買意願有顯著的間接影響關係，更突顯出品牌權益影響消費者購買意願之重要性。
Brand image, the attitudes towards products that consumers hold in their minds, has various associations and is displayed in the form of network. Based on characteristics of network, brand image can be classified as functional image, symbolic image, and experiential image. Only when the brand is perceived as positive can the brand be considered as valuable. The concept of brand equity is the additional value given by the brand and it can be measured by perceived quality, brand loyalty, brand association, and brand awareness. Consumer-based brand equity emphasizes that brand value is created by consumers. A high brand value possessed by the consumers can be seen from their purchasing behaviors. For instance, consumers are often willing to pay higher prices for a product, to try other product lines of that particular brand, and to recommend that brand to their friends. Hence, this research is aimed to analyze the relations among brand image, brand equity, and purchasing intention based on consumers’ perceptions and attitudes towards the brands of travel products. Consumers who have participated in foreign package tours were selected, 344 usable samples were collected to carry out following studies: descriptive statistics, variance analysis, and independent samples T-test. In addition, the measurement model of LISREL was applied to execute Confirmatory Factor Analysis, and was used to prove latent variable within the Structural Model. Data analysis pointed out that all indicators of measurement model for brand image and brand equity, including reliability, convergent validity, and discriminatory validity, have conformed to the suggested value and thus confirmed the suitability of structure of this questionnaire. Furthermore, construct model analysis revealed that brand image has positive correlations with brand equity, and brand equity has positive influence on purchasing intentions. However, purchasing intention is not affected directly by brand image. This indicates the fact that there should be intervening variables between these two factors. A significant and indirect influence through the brand equity that acts as an intervening factor between brand image and purchasing intention was discovered in this research. Consequently, this stresses the importance of the influence of brand equity on consumers’ purchasing intentions. |
