品牌策略與企業形象對消費者購買意願的影響－涉入的干擾效果

The Influence of Brand Strategy and Corporate Image on Consumer Purchase Intention: The Moderating Effect of Involvement

10.29963/TOJEB.200812.0004

林隆儀(Long-Yi Lin)；曾席璋(His-Chang Tseng)

品牌策略 ； 企業形象 ； 購買意願 ； 涉入 ； Brand Strategy ； Corporate Image ； Purchase Intention ； Involvement

真理財經學報

19期（2008 / 12 / 01）

79 - 122

繁體中文

本研究旨在探討品牌策略與企業形象對消費者購買意願的影響，以台北縣市18歲以上消費者爲研究對象，採用便利抽樣法選取受訪者，採用人員訪問法調查520位受訪者，回收有效問卷435份，有效問卷回收率83.7%。經採用迴歸分析法檢定研究假說，研究結果發現(1)廠商所採用的品牌策略對消費者購買意願有正向影響；(2)廠商採用個別品牌比採用企業品牌對消費者購買意願有較大的影響；(3)企業形象對消費者購買意願有正向影響；(4)功能性企業形象比感覺性企業形象對消費者購買意願有較大的影響：(5)品牌策略與企業形象的組合對消費者購買意願有正向影響；(6)企業品牌與感覺性企業形象的組合，比企業品牌與功能性企業形象的組合對消費者購買意願有較大的影響；(7)個別品牌與感覺性企業形象的組合，比個別品牌與功能性企業形象的組合對消費者購買意願有較大的影響；(8)涉入在品牌策略與企業形象的組合對消費者購買意願的影響有正向干擾效果；(9)涉入在企業品牌與功能性企業形象的組合對消費者購買意願的影響，比涉入在企業品牌與感覺性企業形象組合對消費者購買意願的影響有較大的干擾效果：(10)涉入在個別品牌與功能性企業形象的組合對消費者購買意願影響的干擾效果，比涉入在個別品牌與感覺性企業形象組合對消費者購買意願之影響有較大的干擾效果。

The objective of this research was to explore the influence of brand strategy and corporate image on consumer purchase intention. Samples were selected from people who over 18 years old of both Taipei county and Taipei city in Taiwan. A total of 520 interviews were conducted with convenience sampling and personal interview method and 435 valid questionnaires were collected, comprising the validity return rate of 83.7%. Regression analysis was used to test the hypotheses. The research results were list as follow: (1) The brand strategy has a positive influence on consumer purchase intention. (2) The influence of individual brand strategy on consumer purchase intention is higher than corporate image. (3) The corporate image has a positive influence on consumer purchase intention. (4) The influence of functional corporate image on consumer purchase intention is higher than emotional corporate image. (5) The combination of brand strategy and corporate image has a positive influence on consumer purchase intention. (6) The influence of the combination of corporate brand and emotional corporate image on consumer purchase intention is higher than the combination of corporate hrand and functional corporate image. (7) The influence of the combination of individual brand and emotional corporate image on consumer purchase intention is higher than the combination of individual brand and functional corporate image. (8) The involvement has a significant moderating effect of the combination of brand strategy and corporate image on consumer purchase intention. (9) The moderating effect of the involvement of the combination of corporate brand and functional corporate image on consumer purchase intention is higher than the combination of corporate brand and emotional corporate image. (10) The moderating effect of the involvement of the combination of individual brand and functional corporate image on consumer purchase intention is higher than the combination of individual brand and emotional corporate image.

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