近年來世代行銷成為熱門話題，如何利用世代進行市場區隔，成為行銷的關鍵。因此本研究主要探討價值觀、品牌形象和購買意願之間的關聯性，以不同世代做調節效果，將台灣世代區分為嬰兒潮世代、X世代和Y世代。共計收回542，有效問卷為373份。本研究透過線性結構化方程式模型，將價值觀對品牌形象與購買意願的影響進行實證分析，並驗證世代的調節效果。研究結果發現，價值觀對購買意願之影響中，品牌形象具完全中介效果。同時經由調節效果分析可得知，嬰兒潮世代和X世代間，在本研究模型不具有調節效果。但嬰兒潮世代和X世代均分別對Y世代具有調節效果。 The marketing to generation has recently become a popular discussion. The segmentation in different generations is a key success factor of marketing. As a result, this study mainly investigates the relationship among values, brand image, purchase intention, and moderating effect of different generations. Baby boomers, generation X and generation Y are included in Taiwan’s generation. 542 questionnaires were issued and 373 valid ones were received. The study uses the structural equation model to empirically explore the relationships among values, brand image, and purchase intention. The results show that brand image serves as full mediator between values and purchase intention. Other findings specify the substantial moderating effect of generation in values, brand image, and purchase intention.
