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題名：吞世代青少年品牌形象及品牌態度之研究--以同儕從眾行為為干擾變數
書刊名：行銷評論
作者：林妙雀／李建裕 引用關係
作者(外文)：Lin, Miao-que／Lee, Bruce C. Y.
出版日期：2010
卷期：7:4
頁次：頁525-555
主題關鍵詞：吞世代青少年；品牌形象；品牌態度；購買意願；同儕從眾行為；Adolescence；Brand image；Brand attitude；Purchase intention；Peer conformity
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  • 被引用次數被引用次數:期刊(10) 博士論文(0) 專書(0) 專書論文(0)
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現今全球吞世代每年的消費總額成長驚人，其高消費能力在消費市場中佔有不容忽視的地位，是以深入瞭解其消費行爲實有其必要性。過去對於品牌之研究，多偏向品牌形象對品牌態度、品牌態度對購買意願之關係，然而吞世代青少年年紀尚輕，對於品牌的資訊瞭解不足，企業須借助名人代言，藉以吸引吞世代注意。由於吞世代的行爲及思想容易受同儕影響，因此本研究建立以品牌形象和名人與品牌契合度做爲自變數，品牌態度爲中介變數，購買意願爲因變數，同儕從眾行爲當干擾變數之研究架構，期能全面瞭解吞世代青少年的消費行爲。本研究設計結構化問卷，以麥當勞爲研究品牌，針對台北縣市、宜花東、台中縣市等地區之國中及高中生進行問卷調查，運用多元迴歸分析驗證各研究假說。其結果顯示，當品牌形象愈佳時，消費者對品牌的態度愈正面，而且消費者品牌態度愈正向時，購買意願也會增加。其次，名人與品牌契合度愈高，品牌的態度也會愈正向。再者，同儕彼此成爲一個參考群體，擁有共同價值觀，會強化吞世代青少年之品牌形象對品牌態度之正向關係。
Owing to the high purchasing ability, the market of teenagers has become more and more important in recent years. Thus, understanding the behavior of adolescence has become an important issue. Most brand studies focused on the linkage between brand image, brand attitude and purchase intention. However, teenagers are young consumers, their understandings about the brand are quite limited. Hence, celebrity spokesman became an useful method to attract their attention. In addition, teenagers' behaviors are affected by peers because they would not like to be isolated in their group. The present study takes brand image and congruency of brand and celebrity as independent variables, brand attitude as mediator, purchase intention as dependent variable and peer conformity as moderator to construct a conceptual model. Some postulated hypotheses are proposed and tested by field data. The structural questionnaire was designed as a survey instrument; McDonald was selected as target brand. The junior and senior high school students in Northern, Middle, and Eastern Taiwan are invited to join the survey. The results reveal that brand image is positively related to brand attitude, and brand image is positively related to purchase intention. Congruency of celebrity and brand is positively related to brand attitude. Teenagers tend to share the same value and follow the behavior of others in order to receive recognition from their peers, thus peer conformity positively moderates the relationship between brand image and brand attitude. According to the study findings, some implications are proposed to brand managers.
期刊論文
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學位論文
1.林碧霞(2007)。品牌形象及產品知識對購買意願之影響--價格折扣干擾效果之探討(碩士論文)。大同大學。  延伸查詢new window
2.張智雅(2000)。偶像崇拜與青少年認同--以台灣流行音樂歌迷為例(碩士論文)。慈濟醫學院。  延伸查詢new window
3.陳裕仁(2003)。名人代言人與產品相關度之研究(碩士論文)。輔仁大學。  延伸查詢new window
4.朱珮君(2004)。國小兒童從眾行為對零食購買決策影響之研究(碩士論文)。世新大學，臺北。  延伸查詢new window
圖書
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8.Wilkie, William L.(1994)。Consumer Behavior。John Wiley and Sons。  new window
9.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
其他
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4.林芳宇(2005)。品牌與名人可信賴度、契合度對消費者態度與購買意願影響之研究，台北。  延伸查詢new window
5.Mackenize, S. B., & Spreng, R. A.(1992)。How does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions?。  new window
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8.Eagly, A. H.(1978)。Sex Differences in Influence ability。  new window
9.周俊宏(2003)。網路購物從眾行為及前攝性思考之研究，台南。  延伸查詢new window
10.Insko, C. A., Drenan, S. R. & Wade, T. J.(1983)。Conformity as a Function of the Consistency of Positive Evaluation with Being Liked and Being Right。  new window
11.Acuff, D. S. & Reiher, R. H.(1997)。What Kids Buy And Why: The Psychology of Marketing to Kids，New York：The Free Press。  new window
12.何玉龍(2006)。從眾行為於行銷實務上應用之研究--以BMW摩托車車主俱樂部為例，桃園。  延伸查詢new window
13.Midgley, D. F., Dowling, G. R. & Morrison, P. D.(1989)。A Consumer Types, Social Influence, Information Search, and Choice, Advances in Consumer Research，Provo, UT：Association for Consumer Research。  new window
14.Sheth, J. N. & Roscoe, A. M.(1975)。Impact of Questionnaire Length, Follow-up Methods, and Geographical Location on Response Rate to a Mail Survey。  new window
 
 
 
 
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