探討品牌體驗、知覺風險與參考群體對購買意圖的影響以智慧型手機為例

The Study of Brand Experience, Perceived Risk and Reference Group for Purchase Intention-for Smart Phone

孫衙聰(Ya-Chung Sun)；劉怡辰(Yi-Chen Liu)

智慧型手機 ； 品牌體驗 ； 知覺風險 ； 參考群體 ； 購買意圖 ； Smart Phone ； Brand Experience ； Perceived Risk ； Reference Groups ； Purchase Intention

萬能商學學報

19期（2014 / 07 / 01）

95 - 109

繁體中文

智慧型手機已成為現代人生活必需品之一，消費者購買產品時決定於對品牌的累積情感與體驗，品牌體驗比起產品功能和利益提供更大的影響力。本研究目的包括：（1）探討消費者品牌體驗、知覺風險、參考群體、購買意圖間的關係；（2）面對不同參考群體情境時，不同品牌體驗與知覺風險之消費者，其購買意圖有無顯著之影響。本研究問卷發放，共發放400份，以SPSS為統計工具，使用變異數ANOVA分析探討品牌體驗、知覺風險、參考群體與購買意圖之關係。本研究結果顯示：（1）品牌體驗會對購買意圖產生正向影響；（2）知覺風險會對購買意圖產生正向影響；（3）品牌體驗能藉由知覺風險的干擾效果，顯著的影響購買意圖；（4）品牌體驗能藉由知覺風險與參考群體的干擾效果，顯著的影響購買意圖。

Now people smart phone the necessaries of life Consumers purchasing product accumulate situational and experienced brand experience plays an important role than products functions and benefits. The purpose of this study includes: (1) to explore the relationship between brand experience, perceived risk, reference groups and purchase intention; (2) the different situational reference groups, brand experience, perceived risk, Purchase Intention significant differences influences. The sample of research includes 400. The study utilized SPSS statistics software to ANOVA analysis. The following are the discovers in this research: (1) brand experience are partially positively associated with purchase intention; (2) Perceived Risk are partially positively associated with Purchase Intention; (3) brand experience are partially positively associated moderating effect perceived risk with purchase intention; (4)brand experience are partially positively associated moderating effect perceived risk and reference groups with purchase intention.