品牌形象、銷售人員屬性、口碑、顧客滿意度與購買意願之關係

The Relationships among Brand Image, Salesperson's Attribute, Word-of-Mouth, Customer Satisfaction and Purchase Intention

10.29893/NCUTMAN.201811.0093

唐永泰(Yung-Tai Tang)；林依玟(Yi-Wen Lin)

品牌形象 ； 銷售人員屬性 ； 口碑 ； 顧客滿意度 ； 購買意願 ； Brand Image ； Salesperson's Attribute ； Word-of-Mouth ； Customer Satisfaction ； Purchase Intention

管理學術研討會

第十六屆（2018 / 11 / 01）

936 - 947

繁體中文

本研究主旨在探討品牌形象、銷售人員屬性、口碑、銷售人員屬性和購買意願五者之關係。採用問卷調查方式蒐集資料，調查對象包含消費過日本服飾品牌「UNIQLO」商品的消費者，實得有效問卷共125份。研究結果顯示，品牌形象、口碑與銷售人員屬性皆對顧客滿意度有顯著的正向影響，而顧客滿意度對購買意願有顯著的正向影響，其次，探討品牌形象和口碑對購買意願之關係，研究結果顯示品牌形象和口碑對購買意願皆有顯著的正向影響。此外，本研究也檢視顧客滿意度分別在品牌形象與購買意願之間以及口碑與購買意願之間是否具有中介效果，結果顯示顧客滿意度分別在以上兩著關係中皆具有部份中介效果。

The purpose of the study is to empirically investigate the relationship between brand image, salesperson's attribute, word-of-mouth, customer satisfaction and purchase intention. A questionnaire survey method to collect data for the target consumer that had been bought UNIQLO's product, in fact, it have a total of 125 valid questionnaires. The research results indicate that brand image, salesperson's attribute, word-of-mouth has positively direct effects on the customer satisfaction, and customer satisfaction has a positively directs effect on purchase intention. In addition, the results also presented that brand image and word-of-mouth also have positively direct effects on the purchase intention. On the other hand, this study examines the mediation effects of customer satisfaction for the relationships between brand image and purchase intention, and the mediation effects of customer satisfaction for the relationships between word-of-mouth and purchase intention. The results indicate that customer satisfaction have the mediation effects on these relationships.