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題名：女性消費者對於運動用品之品牌意象、涉入及再購意願之研究
書刊名：觀光與休閒管理期刊
作者：吳朝森 引用關係／林建均／蔡麗芬 引用關係／徐楨貴
作者(外文)：Wu, Chao-sen／Lin, Chien-chun／Tsai, Li-fen／Xu, Zhen-gui
出版日期：2016
卷期：4:2
頁次：頁154-163
主題關鍵詞：品牌意象；涉入；再購意願；Brand image；Involvement；Repurchase intention
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:20
  • 點閱點閱:4
本研究主要探討女性消費者對於運動品牌意象、涉入及再購意願間關聯性與影響之研究。本研究利用問卷調查的方式針對購買過運動用品之女性消費者為主要研究對象，發放正式問卷550 份，扣除36 份無效問卷後，有效樣本共為514 份，回收使用率93.45%。以描述性統計分析、因素分析、皮爾森相關分析及層級迴歸分析等統計方法作為分析工具。研究結果發現：一、女性消費者對於運動產品品牌意象正向影響再購意願。在女性消費者品質功能中須考量是否符合消費者需求價值，若符合，對消費者意願會提升，進而達到再購意願；二、女性消費者涉入程度對品牌意象與再購意願間具有中介效果。女性消費者會在涉入中，對於品牌意象的品質功能意象及象徵經驗意象有所認識後，對再購意願會有影響。
The research focused on the relationship and influence betweensports goods brand image, involvementand repurchase intentionfor female consumers, and recognized the causal relationship of dimensions between variables. The questionnaire of this study for involved in exploration or adventure recreation female consumers issued 550 questionnaires, and deleted incompleted and not replied questionnaires. A total of 514 usable questionaires were collected, and the responsed rate was 93.45%. Collected data was confirmed by correlation analysis, reliability and validity analysis and regression analysis. The analytical results indicated that: (1) sports goods brand image had a significantly positive influence on repurchase Intention for female consumers; (2) female consumersinvolvement in the brand image and repurchase intention between the mediating effect.
期刊論文
1.Knox, Simon、Walker, David(2003)。Empirical Developments in the Measurement of Involvement, Brand Loyalty and Their Relationship in Grocery Markets。Journal of Strategic Marketing，11(4)，271-286。  new window
2.丁學勤、王惠冠(20110500)。大學品牌聲譽與師生關係對大學生口碑傳播行為之影響。教育與多元文化研究，4，189-224。new window  延伸查詢new window
3.郭龍易、郭嘉明(20050700)。運動贊助之動機與效益之探討。屏師體育，9，132-139。new window  延伸查詢new window
4.于慶華(20111200)。淺談運動贊助活化策略之應用與發展。臺南大學體育學報，6，39-50。new window  延伸查詢new window
5.Ahluwalia, R.、Burnkrant, R. E.、Unnava, H. R.(2000)。Consumer respone to negative publicity: The moderating role of commitment。Journal of Marketing Research，37(2)，203-214。  new window
6.張愛華、曾友志、陳仁惠(20040700)。訊息媒體來源、訊息類型、企業回應策略與品牌認同對消費者反應之影響：公共報導v.s.網路轉寄訊息。廣告學研究，22，1-36。new window  延伸查詢new window
7.Punjaisri, K.、Wilson, A.(2007)。The role of internal branding in the delivery of employee brand promise。Journal of Brand Management，15(1)，57-70。  new window
8.Henderson, P. W.、Cote, J. A.、Leong, S. M.、Schmitt, B.(2003)。Building Strong Brands in Asia: Selecting the Visual Components of Image to Maximize Brand Strength。International Journal of Research in Marketing，20(4)，297-313。  new window
9.何金針(19991100)。女校長與學校行政領導行為。兩性平等教育季刊，9，78-84。  延伸查詢new window
10.Dobni, Dawn、Zinkhan, George M.(1990)。In Search of Brand Image: A Foundation Analysis。Advances in Consumer Research，17(1)，110-119。  new window
11.Park, C. Whan、Young, S. Mark(1986)。Consumer response to television commercials: The impact of involvement and background music on brand attitude formation。Journal of Marketing Research，23(1)，11-24。  new window
12.劉芸如、呂依亭、葉雯玓(20110600)。從消費過程探討消費者之購物需求--以女性購鞋之試穿椅設計為例。工業設計，39:1=124，頁7-13。new window  延伸查詢new window
13.蔡享翰(20111200)。休閒美學與女性網路購物。休閒保健期刊，6，181-189。new window  延伸查詢new window
14.Moon, Junyean、Chadee, Doren、Tikoo, Surinder(2008)。Culture, product type, and price influences on consumer purchase intention to buy personalized products online。Journal of Business Research，61(1)，31-39。  new window
15.Tsiros, Michael、Mittal, Vikas(2000)。Regret: A model of its antecedents and consequences in consumer decision making。Journal of Consumer Research，26(4)，401-417。  new window
16.Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research，12(3)，341-352。  new window
17.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
18.Baron, Reuben M.、Kenny, David A.(1986)。The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations。Journal of Personality and Social Psychology，51(6)，1173-1182。  new window
19.Szymanski, David M.、Henard, David H.(2001)。Customer Satisfaction: A Meta-analysis of the Empirical Evidence。Journal of the Academy of Marketing Science，29(1)，16-35。  new window
20.Greenwald, Anthony G.、Leavitt, Clark(1984)。Audience Involvement in Advertising: Four Levels。Journal of Consumer Research，11(1)，581-592。  new window
21.Warrington, P.、Shim, S.(2000)。An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment。Psychology & Marketing，17(9)，761-782。  new window
22.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
23.Kim, D. J.、Ferrin, D. L.、Rao, H. R.(2009)。Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration。Information Systems Research，20(2)，237-257。  new window
學位論文
1.張健璜(2004)。從涉入類型觀點探討通路型態與品牌類型對品牌權益影響關係之研究(碩士論文)。輔仁大學。  延伸查詢new window
2.林素蘭(2005)。顧客滿意度、品牌忠誠度對再購意願之影響--以汽車銷售業為例(碩士論文)。中原大學。  延伸查詢new window
3.許珍禎(2006)。商展廠商對商展旅行社選擇因素、商展績效及組織再購買意願關係之研究(碩士論文)。銘傳大學。  延伸查詢new window
圖書
1.Perry, A.、Wisnom, D. III(2003)。Before the Brand: Creating the Unique DNA of an Enduring Brand Identity。McGraw-Hill。  new window
2.Bond, J.、Kirshenbaum, R.(1998)。Under the radar talking to todays cynical consumer。New York：John Wiley & Sons。  new window
3.Engle, J. F.、Blackwell, R. D.、Miniard, P. W.(1993)。Consumer behavior。Chicago：Orlando, Florida：Dryden Press。  new window
4.Pink, D.(2008)。A Whole New Mind: Why Right-brainers Will Rule the Future。New York：Riverhead Books。  new window
5.Kotler, Philip(2000)。Marketing Management。Prentice-Hall。  new window
6.Aaker, David A.(1996)。Building Strong Brands。Free Press。  new window
圖書論文
1.Biel, A. L.(1993)。Converting images into equity。Brand Advertising: advertising's role in building strong brands。lowa City：Lawrence Erbaum Associates, Inc.。  new window
 
 
 
 
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