标题: | 品牌形象和来源国形象对消费者购买啤酒意愿的影响 -以台北地区居民为例 Influence of Brand Image and Origin Country Image on Consumer’s Purchase Intention for Beer - A Case Study of Citizens of Taipei Area |
作者: | 吴依蔓 陈光华 Wu, Yi-Man Chen, Quang-Hua 经营管理研究所 |
关键字: | 啤酒;购买意愿;品牌形象;来源国形象;Beer;Purchase Intention;Brand Image;Origin Country Image |
公开日期: | 2015 |
摘要: | 随着市场贸易自由化的情况下,让台湾不但降低了取得进口啤酒的成本, 也让国人有更多品尝各国啤酒的机会。啤酒在台湾各酒类市场中拥有不可动摇地位,目前各家厂商积极推出不同的口味的啤酒,以创新的手法来吸引消费者,或者利用促销的方式来增加销售量,仅有少数几家厂商致力于塑造品牌形象,本研究将探讨品牌形象和来源国形象是否会影响消费者购买决策,品牌的形象维护和经营将成为各家啤酒商在竞争激烈的市场中成功的关键因素。 本研究采用 HBC 模型和哈佛修订模式作为研究架构,投入变数为人口统计变数、购买动机、资讯来源、品牌形象和来源国形象,透过问卷调查瞭解消费 者的对于啤酒的购买意愿是否会受品牌形象和来源国形象而影响。主要以台北 地区的消费者为研究对象,总计回收 440 份有效问卷,利用统计软体 SPSS 进行 因素分析、独立样本 t 检定、卡方检定、单因子变异数分析和回归分析进行统计分析。 研究结果指出,啤酒消费者的不同人口统计变数对购买动机、资讯来源、产品属性和品牌形象皆有显着及部分显着的差异。而品牌形象和来源国形象对消费者购买意愿有正向相关的影响,根据分析结果提供厂商行销策略的参考。 With the liberation of trade market, import beer not only reduce the cost, but also give more opportunities for Taiwanese to enjoy beer from the world. In proportion to the alcohol market, beer always takes a big part in it. At present, not many beer brands commit to enhance the image of brand of which instead launching different kinds of beer flavor or using promotion deals to increase the sales. This research is aims to explore the effect of the brand image and origin country image on customer purchase intention. The brief of maintaining and managing brand image will become the key factor for beer manufacturers to win the fight in the competitive market. The framework of the study is based on HBC model and Harvard Revised Model, and the independent variables are demographic, purchase motivation, information source, brand image and origin-of-country. The target subject of the survey are citizens of Taipei Area. Data was collected through online survey and the total number of valid questionnaires are 440 with using SPSS to conduct statistical analyses such as Person’s chi-squared test, Independent T-test Sampling, One-way ANOVA, Scheffe’ method and Regression Analysis to analyze the data. The finding of the study shows that the demographic variables for consumers are significant difference from purchase motivation, information sources, product attributes, and brand image. There are significant relationship between image-of-brand and image-of-origin-country on consumer purchasing intention. And, according to the finding which will give managers’ some suggestions for marketing plans. |
URI: | http://etd.lib.nctu.edu.tw/cdrfb3/record/nctu/#GT070353720 http://hdl.handle.net/11536/140395 |
显示于类别: | Thesis |