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題名：品牌識別、產品知識、產品涉入、知覺價值與購買意願關係之研究
作者：李凰寧
作者(外文)：Huang-Ning Lee
校院名稱：國立嘉義大學
系所名稱：企業管理學系
指導教授：李鴻文
蔡進發
學位類別：博士
出版日期：2016
主題關鍵詞：品牌識別；產品知識；產品涉入；知覺價值；購買意願；Brand Identity；Product Knowledge；Product Involvement；Perceived Value；Purchase Intention
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品牌策略已成為企業行銷活動的關鍵手段，藉以形成產品或服務之獨特性與差異化，進而創造有價值的品牌權益。然而，品牌識別是建立品牌權益一項重要的概念，進而達到品牌管理的目的，在市場行銷領域已成為新的發展趨勢。再者，近年來消費者行為研究，消費者對於產品知識的認知程度，是消費者購買決策過程的重要影響要素。此外，知覺價值在購買意願的研究中，多數學者認同的重要研究概念，涉入的觀點應用在衡量消費者的態度，作為探討導致消費者行為的指標因子。有鑑於此，本研究旨在探討品牌識別、產品知識、產品涉入、知覺價值與消費者購買意願之關係與影響，試圖提出整合性之模型架構。研究中以產品涉入作為干擾變數，藉以分別檢定品牌識別與產品知識對購買意願之干擾作用，以及驗證品牌識別與產品知識對於購買意願之影響，探討知覺價值之中介效果。本研究運用結構方程模式（Structural Equation Modeling, SEM），包括驗證式因素分析（Confirmatory Factor Analysis, CFA）與路徑分析進行探討與分析。研究施以統計軟體SPSS17.0與Amos 19.0將資料統整與分析，並針對模型中各變數構面之關係加以驗證。本研究採用便利抽樣法，針對嘉義地區之肯德基速食餐廳之消費者作為研究調查對象，有效問卷403份進行統計分析。研究結果發現：(1)品牌識別對知覺價值具有顯著的正向影響；(2)品牌識別對購買意願具有顯著的正向影響；(3)知覺價值對購買意願具有顯著的正向影響；(4)產品知識對知覺價值具有顯著的正向影響；(5)產品知識對購買意願具有顯著的正向影響；(6)知覺價值在品牌識別與購買意願之間具有部份中介效果；(7)知覺價值在產品知識與購買意願之間具有部份中介效果；(8)產品涉入在品牌識別與購買意願之間不具有干擾效果；以及(9)產品涉入在產品知識與購買意願之間不具有干擾效果。研究最後提出學術與管理意涵以及後續研究建議。本研究成果將可提供國內速食連鎖餐飲企業在進行行銷策略時之重要參考依據，藉以協助國內速食連鎖企業國際化之品牌經營與創造品牌價值，有效提昇企業經營績效。
Since brand strategy has become a key means of marketing activities by enterprises. It could not only form uniqueness and differentiation on products or services, but also create valuable brand equity. However, brand identity becoming a new development trend in the field of marketing is an important concept to establish brand equity and to achieve the purpose of brand management. In consumer behavior research, product knowledge is an important factor affecting consumers to make process of purchase decision. In addition, numerous scholars had consented perceived value being significant concept for the research of purchase intention. Involvement as an index factor had been used to measure consumer attitude, which conducted to explore consumer behavior. Therefore, the purpose of the study was to explore the relationships among brand identity, product knowledge, product involvement, perceived value, and purchase intention to address the model of integrated structure. The study examined product involvement as moderating variables of the effects of brand identity and product knowledge on purchase intention. Moreover, perceived value as mediator variables was examined to explore the effects of brand identity and product knowledge on purchase intention. The study applied Structural Equation Modeling (SEM) including Confirmatory Factor Analysis (CFA) and path analysis to analyze the data. Base on data collected was conducted to verify the relationships among the variables in the model by statistical software SPSS17.0 and Amos19.0. Participants of the study were the consumers of KFC fast food restaurants in Chiayi city area. The study used convenience sampling to investigate and 403 valid questionnaires of the sample were analyzed. The results indicate:(1)brand identity showed positively significant effect on perceived value;(2)brand identity had positively significant impact on purchase intention;(3)perceived value showed positively significant effect on purchase intention;(4)product knowledge showed positively significant effect on perceived value;(5)product knowledge held positively significant influence on purchase intention;(6)perceived value played a role as partial mediator between brand identity and purchase intention;(7)perceived value showed the effect of partial mediation between product knowledge and purchase intention;(8)the moderating effect of product involvement between brand identity and purchase intention was not found; and(9)product involvement was not a moderator of the effect between product knowledge and purchase intention. The implications of the findings and the suggestions of the further study were proposed in the study. These findings will provide important references of conducting marketing strategies for the corporations of fast-food chain restaurants. Based on the results of the study, which will help the enterprises of domestic fast-food chain restaurants to create and enhance brand value, brand management, and business performances on the internationalization.
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一點資訊http://www.yidianzixun.com/article/0BnnZc7H


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