题名

從品牌知名度探討知覺品質和購買意願－以價格與來源國形象為調節變數

并列篇名

A Study on Perceived Quality and Purchase Intention from Brand Awareness-Using for Moderators of Price and Country-of-origin image

DOI

10.6656/MR.2004.23.4.CHI.89

作者

李韋達(Wei-Ta Li)；方文昌(Wen-Chang Fang)

关键词

品牌知名度 ； 價格 ； 來源國形象 ； 知覺品質 ； 購買意願 ； Brand awareness ； Price ； Country-of-origin image ； Perceived quality ； Purchase intention

期刊名称

管理評論

卷期/出版年月

23卷4期（2004 / 10 / 01）

页次

89 - 112

内容语文

繁體中文
中文摘要

隨著中國大陸的經濟成長，以及兩岸加入WTO後，國際大廠逐漸將生產重心由台灣轉移至中國大陸，使得國內資訊產業面臨市場結構性的變化，廠商唯有先調整內需市場的方向後才能穩健進軍海外市場。同時隨著全球市場的逐漸開放，消費者將會面對更多的產品可供選擇，本研究的目的在於探討品牌知名度在受到價格與來源國形象的調節下，對於消費者知覺品質和購買意願的影響。本研究所要操作的三個實驗變數包括品牌知名度、價格和來源國形象，而每個變數又分成高低二種水準，故本研究為一2×2×2的實驗因子，共有8個實驗組。為了達到實驗設計高樣本同質性的要求，本研究選定全國大專院校資訊管理、資訊工程和電子工程等三個科系的教師，每個實驗組寄發100份問卷，故共寄發800份問卷於所選定的教師樣本，有效回收樣本為297份。 研究結果顯示：(1)品牌知名度在價格的干擾下，對於知覺品質無顯著之影響，但對於購買意願具有顯著負向之影響(2)品牌知名度在來源國形象干擾下，對於知覺品質和購買意願具有顯著正向之影響(3)高品牌知名度產品受價格或來源國形象的干擾時，對於知覺品質和購買意願的影響遠大於低品牌知名度產品。
英文摘要

With the rapid economic growth in Mainland China and the entry into WTO of both China and Taiwan, many international manufacturers have been increasingly transferring their production from Taiwan to China. This has made the information industry in Taiwan confront with structural change in the market. In order to expand their business steadily into overseas markets, the companies have to adjust their policy for the domestic market. With the growing opportunities of the global market, consumers will have more choices than before. The purpose of this study is to explore the effects of brand awareness, using price and country-of-origin image as moderators, on consumer's perceived quality and purchase intentions. This study was a 2(brand awareness)×2(price)×2(country-of-origin image) between-subjects design. All three variables were manipulated at two levels, high and low. In order to ensure the sample similarity of the experimental design, the faculty from three departments, Information Management, Information Engineering and Electronic Engineering departments, in colleges, technical institutions and universities in Taiwan are chosen as participants of this study. Each experimental group is given 100 questionnaires which made it 800 questionnaires all together. The valid samples collected are 297 pieces. The results of this study indicate: (1) Perceived quality is not significantly affected by brand awareness when price is used as moderator. However, there is significant positive effect on purchase intentions. (2) Perceived quality and purchase intentions are significantly positively affected by brand awareness when country-of-origin image is used as moderator. (3) When moderated by price or country-of-origin image, the effect of high brand awareness products on perceived quality and purchase intentions is far greater than low brand awareness products.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 蔡佩純、樓永堅、林智偉(2016)。來源國形象對消費者態度與行為影響之後設分析研究。行銷科學學報，12(2)，141-164。
  2. 陳俊碩、林隆儀(2010)。來源國形象與品牌知名度的組合效果對消費者購買意圖的影響─產品涉入的干擾效果。聯大學報，7(1)，129-147。
  3. 陳振燧、陳良進(2013)。相同品牌為何購買意願不同？—旅遊觀點。觀光休閒學報，19(2)，129-150。
  4. 戴萬平、鄭安娜、吳岱儒(2011)。非營利組織捐款行為、品牌認同與購買意願之研究：以喜憨兒烘焙坊為例。資訊與管理科學，4(1)，69-96。
  5. 黃俊瑋、丁誌魰(2008)。線上拍賣購買意願模型之研究。資訊管理學報，15(3)，83-111。
  6. 羅居鎮,廖紫柔,張務華(2020)。網站知名度與網站忠誠度之相關分析－以科技接受模式為中介變數。管理資訊計算，9(1)，15-26。
  7. 蘇容梅(2012)。大學關係行銷對學生行為意向之影響─學校品牌知名度的調節效果。臺北市立教育大學學報：教育類，43(1)，1-26。
  8. 鄔榮霖、徐達光、王思峰(2008)。品牌工作的探索—經理人心智模式之觀點。商管科技季刊，9(4)，465-502。
  9. 鄭志富、陳國華、林國欽(2012)。品牌知名度與代言人類型對羽球廣告品牌態度之研究。嘉大體育健康休閒期刊，11(3)，1-9。
  10. (2010)。來源國形象與行銷策略對品牌績效的影響。樹德科技大學學報，12(1)，17-31。
  11. (2015)。探討影響校園自有商品購買意願之因素：大學品牌知名度、設計、價格為變數。傳播管理學刊，16(2)，1-36。
  12. (2016)。探討影響購買意願之要素－以自行車為例。樹德科技大學學報，18(2)，121-148。
  13. (2024)。球隊品牌與品牌識別對購買意願的影響。管理資訊計算，13(1)，31-43。
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