题名

品牌之全球化知覺之形成因素與購買意圖之研究

并列篇名

The Factors for Purchase Intention and Establishment of Global Perception of Brand

DOI

10.29931/MR.200812.0002

作者

曾義明(Yi-Ming Tseng)；陳慧貞(Hui-Chen Chen)

关键词

品牌之全球化知覺 ； 聲望 ； 購買意圖 ； Global Brand ； Prestige ； Purchase Likelihood

期刊名称

行銷評論

卷期/出版年月

5卷4期（2008 / 12 / 01）

页次

451 - 480

内容语文

繁體中文
中文摘要

本研究針對品牌知覺所帶來品質與聲望兩項途徑，對消費者購買意圖的影響做進一步的研究。同時也探討影響消費者對品牌之全球化知覺的因素。選定淡江大學商學院學生爲研究對象，並以手機爲測試的產品，以路徑分析(Path analysis)爲研究方法，來探討行銷策略、全球化品牌、與購買意圖之間的關係。研究結果顯示品牌知名度、品牌來源國與品牌形象最能形成品牌之全球化知覺。此外，透過其他行銷策略如：品牌代言人再加上有利的製造國資訊都可以使消費者感受到全球化品牌的知覺。全球化品牌會帶給消費者高品質與聲望的價值是肯定的，同時透過品質與聲望的途徑而產生購買的意圖也是顯著的。
英文摘要

This study is to further explore how quality and prestige which come by global brand influence purchase likelihood. Meanwhile, it also focuses on the key factors that construct the figure of global brand concepts on consumers. Students in Business Department of Tamkang University are chosen as participants of this study. Using path analysis to explore the relationship of marketing strategy, global brand and purchase likelihood. The results of this study indicate the most significant ways to perceive global brand are brand awareness, brand origin and brand image. Besides, other marketing strategies such as standardization of advertising, brand celebrity and the advantage information of country of manufacture could also enhance the perception on global brand. As for the effect of purchase likelihood, the finding is global brand is negatively related to, since consuming global brand belongs to a specific segmentation, it couldn't influence each consumer. Otherwise, the result affirms global brand could give consumers the feeling of high quality and prestige, and through both ways of quality and prestige it could give rise to the motivation of purchase is obviously significant.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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