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    題名: 品牌形象對消費者購買意願之影響 : 以F人壽股份有限公司為例
    其他題名: The effect of brand image on the consumer's purchasing intention : the case of F insurance company
    作者: 簡健威;Chien, Chien-Wei
    貢獻者: 淡江大學未來學研究所碩士班
    陳瑞貴;Chen, Jui-Kuei
    關鍵詞: 品牌;品牌形象;企業形象;使用者形象;消費者購買意願;Brand;Brand Image;Corporate Image;Image of Product;Image of User;Consumer's Purchasing Intention
    日期: 2012
    上傳時間: 2012-06-21 06:58:19 (UTC+8)
    摘要: 論文題要內容:
      Many of the finance holding corporation has invested into insurance industry due to the highly competitive capital financial market. Nonetheless, these companies provided the similar services for the public that is hardly to interpret the differences between each firm. It is necessary to appreciate the consumer as well as increasing the advantage of the firm itself. According an investigation report in 2009 that Taiwan has the highly 204.84% insurance demand rating than USA. With the decreasing birth rate and the speed growth of the insurance industry has decreased the profit rate of the insurance market. This is a significant impact to all aspects of the insurance company to challenge with and face increased from more customers. So, how the problem can to be solved? The financial market is getting competitive intensely that finance holding companys join the insurance company is very popularized. Additionally, they sell similar goods. Because of this, how to making finance holding company’s differenced goods and promote consumer’s purchasing intention and competition advantage.The study aimed to explore the effect of brand image on the consumer’s purchasing intention.
    Surveys were undertaken from F Insurance Company. The questionaires were released to each region including the Taipei City and New Taipei City. In this study, 600 questionnaires were issued and valid 414 were returned.The descriptive statistical analysis、multiple regression analysis and Pearson correlation analysis were used to analyze the data included brand image , corporate image, image of product and image of user. The results of the study included:
    1.To consumers’ purchase intention, the corporate image, image of product and image of user image showed the significant effect.
    2.To consumers’ purchase intention, the image of product is the most important effect than corporate image and image of user.
    3.To consumers’ purchase intention, the entire brand images and consumers’ purchase intention showed significant effect.
    4.All of corporate image, image of product and image of user can effectively predict the consumers’ purchase intention.
    The study provided the following suggestions based on the above findings:
    1.All of corporate image, image of product and image of user are the critical effects are enhanced to promoting the consumer’s purchase intention.
    2.Facing strategic effective factor choices, the image of product is considered of the most importance to promoting consumers’ purchase intention.
    顯示於類別:[未來學研究所] 學位論文


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