南華大學機構典藏系統:Item 987654321/23390
English  |  正體中文  |  简体中文  |  Items with full text/Total items : 18278/19583 (93%)
Visitors : 921022      Online Users : 564
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/23390


    Title: 品牌形象、產品造形對消費者購買行為影響之研究－以購買數位相機為例
    Other Titles: The Influence of Brand Image and Product form on Consumers Purchase Behavior--A Case Study of Digital Cameras
    Authors: 曾國城
    Tseng, Kuo-Cheng
    Contributors: 創意產品設計學系
    吕椬圳
    Yi-Chun Lu
    Keywords: 購買行為;購買意願;產品造形;品牌形象
    Purchase Behavior;Purchase Motivation;Product Form;Brand Image
    Date: 2015
    Issue Date: 2015-09-10 16:13:03 (UTC+8)
    Abstract: 　　品牌的探究一直是探討的熱門話題，一個品牌的好壞往往是消費者對於公司形象主觀看法的關鍵，也是創造顧客來源的重要因素之一；產品造形上的滿意度也是影響消費者的重要因素，品牌的好壞、產品的造形對於購買行為有著相當大的影響力；本研究採用迴歸分析等法，探討消費者對於品牌形象、產品造形及購買意願是否有著緊密的相互影響關係。因此將影響消費者購買意願的品牌形象、產品造形因素加入此研究為主要的重點，品牌形象與產品的造形設計能否在消費者心中存在，並激發出消費者的消費傾向與意願是必要探討的問題，研究發現產品的品牌形象愈正面時，會形成較佳的品牌認知，有助於消費者購買意願的提昇，增加選擇該品牌的機會；產品造形較佳的產品亦能吸引消費者的目光，增加選擇該產品的機會。
    　　The investigation into brands is a popular issue that has been widely discussed. A brand which is good or bad can influence consumer's subjective view of the company's image. Besides, brand image and product form can trigger consumers’ purchasing motivation. As such, this research was mainly based on Regression analysis. It discussed the influence of brand image and product form on consumers’ purchasing behavior. It attempt to find out if they would impact consumers’ decisions. The research findings suggested there is an obvious link between a brand's image and consumers’ purchasing behavior; there is an obvious link between a product’s form and consumers’ purchasing behavior. Overall, there exist true relationships between brand image, product form and consumers’ purchasing behavior. The findings indicated that brand products with more positive brand images are helpful to increase customer purchase intentions. Besides, product forms also had positive influence on customer purchase intentions.
    Appears in Collections:[Department of Product and Interior Design] Disserations and Theses

    Files in This Item:

    File Description SizeFormat
    103NHU00038002-001.pdf2606KbAdobe PDF1052View/Open
    index.html0KbHTML456View/Open


    All items in NHUIR are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback