行銷組合策略、知覺價值、品牌權益與購買意願之關係

The Relationships among Marketing Mix Strategy, Perceived Value, Brand Equity and Purchase Intention

10.29893/NCUTMAN.201811.0094

唐永泰(Yung-Tai Tang)；劉惠慈(Hui-Tzu Liu)

行銷組合策略 ； 知覺價值 ； 品牌權益 ； 購買意願 ； Marketing Mix Strategy ； Perceived Value ； Brand Equity ； Purchase Intention

管理學術研討會

第十六屆（2018 / 11 / 01）

948 - 959

繁體中文

本研究主旨在探討行銷組合策略、知覺價值對購買意願之關係。採用問卷調查方式蒐集資料，調查對象包含消費過麗寶樂園的消費者，實得有效問卷共129份。研究結果顯示，行銷組合策略、知覺價值對購買意願有顯著的正向影響，行銷組合策略對購買意願有顯著的正向影響，以及知覺價值隊購買意願有正面影響，其次，探討品牌權益、知覺價值對購買意願有顯著的正向關係，品牌權益對購買意願有正面影響。本研究也檢視知覺價值對行銷組合策略與購買意願之間是否有中介效果，結果顯示知覺價值在行銷組合策略和購買意願之間具有部分中介效果，其次檢視知覺價值對於品牌權益與購買意願之間是否有中介效果，結果顯示知覺價值在品牌權益和購買意願之間具有部分中介效果。

The purpose of the study is empirical investigate the relationship among Marketing Mix Strategy, Brand Equity, Perceived Value, and Purchase Intention. A questionnaire survey method to collect data for the target consumer that had been visited to LIHPAO RESORT, in fact, it have 129 valid questionnaires. The research results indicate that Marketing Mix Strategy, Perceived Value has positively direct effects on purchase intention, In addition, the results also presented that Brand Equity, Perceived Value has a positively directs effect on purchase intention. On the other hand, this study examines the mediation effects of Perceived Value for the relationships between Marketing Mix Strategy, Brand Equity and Purchase Intention. The results indicated the partial mediation effects of Perceived Value for the relationships Marketing Mix Strategy and Purchase Intention. The results also indicate that Perceived Value have the partial mediation effect on the relationships between Brand Equity and Purchase Intention.