數位相機品牌權益與來源國形象影響購買意願之研究─以台北市國立大學之學生為例

Abstract

受到全球消費性市場動能挹注下，數位相機是近年來成長極為快速的數位產品之一。面對競爭激烈的數位相機市場，品牌帶給消費者的整體綜合評價將影響消費者最後的購買決策。本研究除探討影響消費者購買數位相機意願的關鍵因素外，亦將探討數位相機的品牌權益與來源國形象對消費者購買意願的影響程度。

本研究採用Aaker的品牌權益模式做為觀念性架構，並納入來源國形象一併探討消費者對數位相機之購買意願是否受品牌權益與來源國形象的認知程度而影響。研究變數可分為人口統計變數、產品屬性變數、品牌權益變數、來源國形象變數與購買意願變數等五組變數。本研究透過問卷的方式，對台北市地區八所國立大學之學生進行抽樣調查，共計回收442份有效問卷。在統計分析上主要使用SPSS進行因素分析、卡方檢定、變異數分析與回歸分析等統計分析法。

研究結果顯示，不同人口統計變數的消費者對產品屬性的重視程度與品牌權益的認知程度有顯著差異，而品牌權益與來源國形象對消費者購買數位相機意願有顯著之正向影響。最後根據研究結論給予數位相機業者綜合的行銷策略建議。

With the increasing consumer capacity in the whole world, Digital Still Camera (DSC) is one of these rapidly growing products in recent years. Under the severely competitive DSC market, the comprehensive evaluation caused by brand will affect consumer’s purchase decision. The research will discuss the critical factors and how brand equity and country of origin image affect consumer’s purchase intention when purchasing DSC.

The research uses the Brand Equity model, which was defined by Aaker, as a conceptual framework. For quantitative analysis, the research uses questionnaire to collect data. It takes randomly survey samples from the National University students in Taipei. The total effective samples are 442 units. This research uses factor analysis, chi-square test, analysis of variance, and regression analysis to analyze data by using SPSS.

The research results show: 1. There is significant difference between demographic variables and product attributes. 2. There is significant difference between demographic variables and brand equity. 3. Brand equity and country of origin image have positive influence on purchase intention for DSC. Finally, based on the present investigation and results, the most of suitable and effectual marketing strategy are proposed for DSC enterprises.