品牌形象與品牌忠誠度對再購意願之影響－以智慧型手機為例

Effects of Brand Image and Brand Loyalty on Repurchase Intentions-Example of Smartphone

10.6495/CIMBM.201806.0042

許淑鴻(Shu-Hung Hsu)；郭舒甄(Shu-Zhen Guo)

品牌形象 ； 品牌忠誠度 ； 再購意願 ； Brand image ； Brand loyalty ； Repurchase intention

科際整合管理研討會

2018第20屆（2018 / 08 / 01）

607 - 621

繁體中文

手機隨著科技的進步以及人們追求越來越便利的生活，已轉變為多功能的智慧型手機。而在當今智慧型手機普及化的市場當中，要如何贏得消費者的喜愛並滿足其需求，是相當重要的。本研究旨在探討智慧型手機的品牌形象是否會影響消費者對品牌的忠誠，而最後影響消費者的再次購買意願。本研究透過對在嘉義縣市地區之消費者進行問卷調查，共發放150份問卷，有效回收131份，並採用統計分析軟體SPSS 22.0進行統計資料分析。研究結果顯示，品牌形象對品牌忠誠度有正向影響，品牌忠誠度對再購意願有正向影響。而品牌形象透過品牌忠誠度對再購意願則是具有中介之效果。

With the advancement of technology and people's pursuit of an increasingly convenient life, cell phones have been transformed into multi-functional smart phones. In today's smartphone markets, to win the consumer's preference and to meet their needs is very important. The purpose of this study was to explore whether the brand image of smartphone that will effect on consumers' brand loyalty, and to purchase again. The study used convenient sampling in Chiayi area, with the paper and online questionnaires. A total of 150 questionnaires were provided, with 131(87.3%) valid data collected. This study used SPSS 22.0 statistical software to analysis data. The results shown that brand image had positive impacted on brand loyalty, and the brand loyalty had a positive impact on repurchase intention. Brand loyalty were mediated the relationship between brand image and repurchase intention.