品牌知名度對品牌提包購買行為影響之研究－以中部地區大學生為例

A Study on the Influence of Purchase Behavior for Brand Awareness of Brand Purse － College Students in Taichung Area for Example

10.6823/LTU.2011.00064

林麗芬

品牌提包 ； 品牌知名度 ； 購買行為 ； Brand Purse ； Brand Awareness ； Purchase Behavior

嶺東科技大學企業管理系高階經營管理碩士在職專班學位論文

2011年

碩士

陳唐平

繁體中文

本研究的主要目的在瞭解中部大學生族群品牌知名度對品牌提包購買行為之影響。透過問卷收集原始資料進行統計分析，由400份問卷資料統計分析結果顯示，Gucci、PlayBoy、LV、Coach及Porter為本次調查樣本知名品牌的前五名，若干人口統計變數對「品牌認知」、「品牌回想」、「訊息得知」及「購買行為」均有顯著差異，而品牌知名度對購買行為亦有顯著性差異。本研究建議業者多注意推廣廣告或可常與媒體雜誌合作並善用STP策略。此外，隨著網路商機越來越蓬勃發展，各品牌也可自行在網路上架設銷售平台以符合年輕人需求，進而攻佔網路市場。

The main purpose of this study is to realize the influence of purchase behavior for brand awareness of brand purse for college students in Taichung area. The primary data was collected through questionnaires for further statistical analysis. The results showed that, Gucci, PlayBoy, LV, Coach, and Porter-were the top five brands based sample survey. Some characters exist significant differences for "brand cognition", "brand recall", "message getting" and "purchase behavior", "brand awareness" and "purchase behavior" also has significant differences. This study suggests that the industry pay more attention to the promotion and advertising or media magazines and often use STP strategy. In addition, with the Internet business booming more and more, the firms can establish sales platform on the Internet to meet the needs of young people and capture the Internet market.

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