品牌形象、品牌聯想、品牌個性對消費者購買意願之研究 : 以照相手機為例

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Title:	品牌形象、品牌聯想、品牌個性對消費者購買意願之研究 : 以照相手機為例
Other Titles:	The study on the influence of brand image, brand association and brand personality on consumer purchasing intention : the case of camera cellphone
Authors:	王繼廣;Wang, Chi-kuang
Contributors:	淡江大學管理科學研究所碩士班陳定國;Chen, Ding-guo
Keywords:	品牌形象;品牌聯想;品牌個性;消費者行為;購買意願;Brand Image;Brand Association;Brand Personality;Consumer Behavior;Purchasing Intention
Date:	2006
Issue Date:	2010-01-11 03:09:15 (UTC+8)
Abstract:	本研究將以品牌形象、品牌聯想、品牌個性來探討，分析消費者是否會購買照相手機，以及未來的消費者的購買意願。以在本文完成後，能提供消費者作為購買手機的相關依據，也可使得相關手機產業之業者，了解消費者的生態習性，作為未來行銷策略的建議以及更深植消費者觀念的行銷手法。本研究希望能藉由統計資料的分析，達成下列的研究目的： (一) 探討品牌形象各個構面對消費者購買照相手機意願之程度。 (二) 探討品牌聯想各個構面對消費者購買照相手機意願之程度。 (三) 探討品牌個性各個構面對消費者購買照相手機意願之程度。本研究使用問卷調查方式，根據回收問卷進行資料分析，主要的研究結果如下： (一) 不同的人口變數對與購買意願之影響，在性別以及年齡上是呈現有顯著影響的；而教育程度與平均可支配月收入則是檢定出無顯著的影響，於是在人口變數方面，是部份影響的結果；也就是與人口統計變數有部分的相關。 (二) 品牌形象、品牌聯想與品牌個性對購買意願是有顯著影響的：(1)消費者在心中對於品牌形成的觀感，是可以提供消費者去判斷是否購買的訊息； (2)當品牌有利於消費者本身的聯想，消費者就會提高其購買的意願；(3) 當消費者消費照相手機時，有一部份的購買意願會受到其品牌所代表的個性所影響。 As cellphone of third generation grows up gradually, the mobile telecommunication is more common, and the cellphone also makes great progress in the function of the software and hardware. According to the aspects of brand image, brand association, brand personality, this research will analyzes whether the consumers will buy the mobile phones or not, and the consumers'' purchase future intention. Through the characteristic of consumers’ population and living types, and the characteristic of preference of the products, this study grasp consumers’ the psychology which buy camera cellphone ; this study can offer the consumers the relevant bases of buying cellphone , and the proprietor of industry of cellphone figure out consumers'' ecological habits to acquire the suggestion of marketing strategy and marketing skill which strengthen consumer''s idea. This study hopes to reach the following research purposes through the analysis of the statistical data: 1.Analyzing the future practical value of camera cellphone and the influence of the environment on camera cellphone . 2. Analyzing the advantage of the camera cellphone. 3. Probing into degree of the customers’ wills to buy the camera cellphone through brand image, brand association, brand personality. This study uses the investigation of the questionnaire, according to the retrieves of the questionnaires; the main result of study is as follows: 1. the influence of different variable of population on the will to buy the camera cellphone, it is particularly obvious influence on sex and age parameter; but it is not obvious influences on the level of education and average arrangement of monthly income, that is to say, it is partial influence on variable of population. 2. as to the factor of brand, its brand image , brand Legend and character of the brand show obvious influence on the will of buying; So we can explain : (1)Consumer''s impressions on the brand can provide the customers with information about purchasing. (2)When the customers feel the brand is good or the favorable association with consumers, consumers will improve its buying intention ; (3)When consumers buy the camera cellphone, a part willing of buying will be influenced by the individual character of its brand.
Appears in Collections:	[Department of Management Sciences] Thesis

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