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The Study Of Relational Analysis Of Brand Image、Brand Personality、Brand Attitude、Brand Preference And Sports Product Purchase Intention

671 words - 3 pages

第三期 運動傳播學刊 第三期

品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買一圖關係之研究 品牌形象、品牌個性、品牌態度、 第 130-148 頁

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品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買意圖 關係之研究 The study of relational analysis of Brand Image、Brand Personality、Brand Attitude、Brand Preference and Sports Product Purchase Intention

黃少章 / 國立臺灣師範大學
Haung Shau Chang / National Taiwan Normal University

真理大學運動知識學院 運動傳播學刊 第三期 抽印本

中華民國 九十九 年 八 月 一 日

第三期 運動傳播學刊 第三期

品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買一圖關係之研究 品牌形象、品牌個性、品牌態度、 第 130-148 頁

I S S N:2 0 7 1 - 3 6 0 6 N:

品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買意圖 關係之研究
黃少章 / 國立臺灣師範大學

摘要
品牌經營對頂尖的企業而言是關鍵要素之一,對企業而言,有雄厚品牌資 產是影響消費者行為重要的指標。本研究旨在暸解品牌形象、品牌個性、品牌 態度、品牌偏好與消費者購買意圖之影響。研究對象為臺北市立松山工農 157 ...view middle of the document...

Data analysis methods will use regression analysis and approach analysis with PASW 18.0 for windows, and the finding indicated that, 一、Brand image, brand personality, brand attitude, brand preference will have high relation between these variables. Especially the brand image and brand personality have high relation, indicating the brand personality will be affected by brand image, and the brand attitude will be effect on brand personality. As for the purchase intention, the brand attitude will have significant effect of it. 二、Using the approach analysis to analysis that whether the brand image, brand personality, brand attitude and brand preference will predict the purchase intention, these variable will have significant main effect on purchase intention. Brand image and brand personality also have significant main effect on brand attitude, and the brand attitude have mediums effect on brand preference. Key word:Brand Image;Brand Personality;Brand Attitude;Brand Preference; Purchase Intention

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第三期 運動傳播學刊 第三期

品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買一圖關係之研究 品牌形象、品牌個性、品牌態度、 第 130-148 頁

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壹、前言
一、研究背景 近年來運動休閒風氣的提升,也帶動運動產品相關產業的發展,許多運動產品相 關企業如雨後春筍般不斷成立,但相似的及產品同質性高的情況下,品牌成為識別產 品重要的依據,在競爭激烈的運動產品業也必須在競爭烈的全球市場中生存。英國零 售業巨人 Mars 國際品牌部總經理 John Murray 亦指出「品牌自成一個價值體系,如 果品牌能深植消費大眾人心,品牌可幫公司抵抗同價位、同材質的競爭者」(吳向前、 王小鳳,2002),因此品牌經營對運動產品產業而言變成重要的關鍵,同時良好的品牌 也是影響消費者行為重要的指標之一。 在許多有關品牌的研究中,品牌形象一直是許多研究中所提到的重要因素,透過 品牌形象可使消費者易於辦認產品、評估產品品質、降低購買時的認知風險,以及確 認品牌所能得到差異化的感受和滿足。Thakor and Katsanis(1997)即指出 品牌形象 為評估產品品質的線索,尤其在經驗性產品的評估上,品牌形象可扭轉不良的來源國 形象,提高對產品品質的認知。所以一個產品的品牌形象好時,消費者會產生較高的 認知品質,而選擇該品牌的機會將會增加。Grewal, Krishnan, Baker, and Borin(1998) 也證實了品牌形象越佳,消費者對產品的認知品質越高。可見品牌形象的高低確實對 消費者產品的品質知覺具有正面的影響力。Rao and Monroe(1988)也認為品牌形象 高的產品確實能降低消費者的認知風險以及增加消費者對產品的正面評價,由此可知 品牌形象影響消費者行為上有重要的意義 Kotler (1999)主張:強勢品牌應該能夠展現一些個性上的特質。每個品牌都有其 自己的個性,而這些個性投射出品牌的靈魂,是由品牌內在的性格中所散發出來,即 使是新產品也有屬於自己的個性。因此,品牌個性提供品牌情感與自我表現利益的聯 結,同時也是品牌權益構面中的品牌聯想。換言之,品牌個性代表購買者人格聯想的 符號,是產品行銷中不可或缺的一項重要的輔助工具,一旦品牌個性與自我的概念產 生一致性的連結,自會對品牌產生偏好與忠誠度。因此,品牌個性在目前無論是理論
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第三期 運動傳播學刊 第三期

品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買一圖關係之研究 品牌形象、品牌個性、品牌態度、 第 130-148 頁

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或是實務界,均已經引起相當的重視與關注。 顧客是如何看待商品的品牌,心目中對品牌的評價為何,在他們心目中對品牌評 價後所持有的態度及偏好,會影響他們購買行為。而 Arjun(1999)也在其研究中指出, 要完整了解顧客的決策行為,就要了解顧客對品牌各種想法的評價,並且進一步了解 顧客對品牌持有的態度。當消費者在面對眾多品牌而必須在其中做出選擇之前,必然 會對眼前的各種品牌所持有的特性評價一番,產生對各品牌正面或負面的評價,這也 就是消費者對品牌所持有的「品牌態度(brand attitude)」 。而消費者在面對品牌所給 予的刺激時,會對這些與品牌有關的各種屬性予以評估與權重,進而形成所謂的品牌 態度,而這品牌態度也會影響購買決策者的購買行為,甚至更會影響購買決策者的品 牌忠誠行為。 而使消費者產生購買行為之重要因素之一,就是消費者對於品牌之偏好,一個消 費者或許喜歡 A 品牌產品,但想購買 B 品牌,只因為對後者品牌喜好程度大於前者。 此刻品牌態度有時以偏好來衡量。品牌偏好強度(The strength of preference)指的是 消費者將同產品種類的某特定產品相比較後的態度。 Oliver(1999)認為偏好亦能代表品牌忠誠的行為要素 ,品牌偏好能幫助區別顧客是 對該品牌持習慣性的重覆購買行為或是品牌權益驅使的購買行為。Punj (2004)認為受 人喜愛之品牌,也較易獲得較高的偏好強度。不過當受到同等卓越的競爭品牌時,知 覺的易取得性就會削弱態度和偏好之間的關係,因消費者容易對競爭品牌進行購買行 為。雖然品牌偏好強度意味著品牌承諾,但不絕對保證品牌承諾會促成購買行為的產 生。 在消費者行為研究當中,購買意圖時被視為是研究的重心,研究者希望能夠了解哪 些品牌因素能影響購買意圖,以釐清理論觀點並進一步解決企業實務問題,因此本研 究以品牌形象、品牌個性、品牌態度、品牌偏好對於消費者購買意圖之間的影響為研...

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