题名

品牌真實性知覺與購買意願關係之研究－以韓國公司品牌為例

作者

張琳禎

关键词

品牌真實性 ； 信任 ； 購買意願 ； 韓國品牌

期刊名称

韓國學報

卷期/出版年月

25期（2014 / 07 / 01）

页次

81 - 128

内容语文

繁體中文
中文摘要

近年來消費者對於“品牌真實性＂的要求越來越重視。消費者在所有各種消費接觸點尋求真實性的品牌和經驗，將有助於企業產品品質和品牌形象的看法。因此，品牌的經營競爭愈趨激烈，消費者決策時間也越短暫的情況下，品牌真實性則愈發重要。本研究主要以在台灣的韓國公司為研究品牌，探討當消費者購買韓國公司的產品或服務時，是否會因為其對品牌真實性知覺的不同，而對品牌信任和購買意願的看法存在顯著差異。此外，本研究亦將探討消費者對公司的態度是否影響其購買意願。本研究採用便利抽樣方式針對北部某科技大學修習韓文課程與未修習韓文課程之大學生進行問卷調查，共發出200份問卷，回收有效問卷152份，有效回收率為76%，並將問卷分成修習韓文課程與未修習韓文課程兩大類，以描述性統計、因素分析、信度分析、檢定與迴歸分析等方式進行資料分析處理。結果顯示品牌真實性，導致對品牌的信任，進而影響消費者的購買意願。此研究結果對正面臨品牌經營策略抉擇的廠商，可提供實質的參考價值。
主题分类 人文學 > 人文學綜合
社會科學 > 社會科學綜合
社會科學 > 社會學
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