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頁籤選單縮合
題 名 | 成功品牌之品牌權益與消費者購買主體產品意願之關係研究=The Effect of Branded Ingredient on Consumer's Purchase Intention with Regard to Host Product |
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作 者 | 王居卿; 劉倉豪; 莊秀禎; | 書刊名 | 淡江人文社會學刊 |
卷 期 | 26 民95.06 |
頁 次 | 頁43-70 |
分類號 | 496.1 |
關鍵詞 | 成份品牌; 品牌權益; 產品知識; 產品涉入; Branded ingredient; Brand equity; Product knowledge; Product involvement; |
語 文 | 中文(Chinese) |
中文摘要 | 現今市場上的商品種類繁多,在同一市場區隔下,消費者會面臨多種的產品選擇,而產品所採用的成份是否為消費者所重視,乃本研究欲探討的重點。本研究將不同產品涉入及產品知識的消費者視為干擾變數,藉此探討成份品牌與主體產品間的關係是否會受到這些干擾變數的影響。研究結果發現成份品牌確實提升了消費者對於主體產品的購買意願,不同類型的消費者也有顯著的差異;此外,隨著涉入程度及產品知識的增加,則減弱了成份品牌對主體產品的正面效果。然成份品牌的重要性已本研究中得到證實。鑑此,廠商在面臨不同類型的顧客時,可以試圖宣傳產品成份的可靠訊息,以減少消費者的疑慮,並提升其對產品的購買意願。 |
英文摘要 | The products on the market are showing more and more diversity in style. In the same market segment, consumers now have a wide variety of products to choose from. However, whether a product’s ingredient is an important factor in its marketability will be the focus of this research. This research regards consumers with different product involvements and product knowledges as moderators, and then explores whether the relationships among the branded ingredient and host product are controlled by the moderators. By way of a statistical analysis, the result shows that branded ingredient can enhance the consumer’s purchase intention with regard to the product; moreover, different kinds of consumers have shown significant differences. Increasing product involvement and product knowledge will reduce the branded ingredient’s positive effect on host product. Nevertheless, the importance of branded ingredient is verified in this research. Therefore, it is advisable for the manufacturer who faces different kinds of customers to propagate the reliable information of branded ingredient to allay consumer doubt, and increase their desire for buying the product. |
本系統中英文摘要資訊取自各篇刊載內容。