產品效益及品牌聯想對購買意圖之影響研究

Abstract

本研究旨在探討產品效益、品牌聯想、品牌熟悉度與購買意圖之間的關係，以解釋為何過去在某些研究結果中顯示產品享樂效益對於消費者行為有較大的影響力，而在其他研究中產品功利效益則顯得較為重要。本研究將產品效益分為享樂效益與功利效益，品牌聯想則具有品牌形象、感知品質及品牌態度此三個因子，且本研究認為產品效益會透過品牌聯想影響購買意圖，而品牌熟悉度會在產品效益與品牌聯想間造成干擾效果；更進一步說，本研究認為享樂效益與功利效益會透過品牌形象、感知品質及品牌態度影響購買意圖，而品牌熟悉度會在享樂效益及功利效益對感知品質的影響上造成干擾效果。 本研究一共收回了317份有效問卷，並使用Amos進行結構方程模式分析資料，結果顯示大部分本研究所提出之假設得到了證實。本研究歸納出兩項研究發現：(1)「享樂效益」及「功利效益」會透過「感知品質」及「品牌態度」影響「購買意圖」，(2)「品牌熟悉度」在「享樂效益」與「感知品質」之間有干擾作用。並在最後根據研究結果對學術及實務界提出相關建議。

The main purpose of this research is to explore the effect which product benefits and brand association have on purchase intention, in order to explain the phenomenon that in some studies the hedonic effect is pointed out as the product effect which is more influential on consumer behavior, while in other studies the utilitarian effect is argued as the more important product effect. In this research, we categorize product effect into hedonic effect and utilitarian effect, and also point out three brand association's component which are brand image, perceived quality and brand attitude. We argue that product effect will influence purchase intention through brand association, and brand familiarity will moderate the effect which product effect has on brand association. Specifically, this research claim that hedonic effect and utilitarian effect will influence purchase intention through brand image, perceived quality and brand attitude, and brand familiarity will moderate the effect which hedonic and utilitarian effect have on perceived quality. We got 317 valid questionnaires returned, and used Amos 21 to conduct SEM analysis. The result in our empirical study indicates two main discovery: (1) hedonic and utilitarian effect will influence purchase intention through perceived quality and brand attitude, and (2) brand familiarity will moderate the effect which hedonic and utilitarian effect have on perceived quality. Finally, we provide implications of our research.