品牌形象對於物業管理服務之消費者的 消費者行為影響之研究 —以C公司為例

Abstract

台灣地區隨著經濟的高度成長，帶動了民眾講究住宅安全以及居住品質的趨勢，因此有賴於專業且有效率之物業管理者，提供專業化的服務。本研究以物業管理產業之消費者購買行為為研究主軸，並且以Ｃ物業管理公司客戶為例，探討消費者對於物業管理公司的品牌形象，是否會影響其購買行為。此外，本研究亦透過人口統計變數與消費動機、物業管理服務的特性，以達到更準確地瞭解品牌形象在消費者作購買決策時所扮演的角色。 本研究以消費者行為模式為主軸，採用問卷調查法，共搜集393份有效問卷，利用卡方檢定，獨立樣本t檢定，因素分析與迴歸分析進行檢定。研究結果發現，不同的人口統計變數的使用者對於購買動機、購買實態、對物業管理服屬性與對品牌形象屬性的重視程度皆有顯著差異。而品牌形象之「功能性品牌形象」與「經驗性品牌象」與簽約約期具有正向相關；品牌形象之「功能性品牌形象」、「象徵性品牌形象」與「經驗性品牌形象」對於繳交管理費與購買的次數有正向相關。最後，本研究將會對於公司如何經營品牌形象提出新的觀點與實務建議。

The highly growth in economic Taiwan brings the trend that people are more and more put emphasis in the quality of living and safety, and then there are many property management company raised. In this study, the consumer behavior model was adopted to explore how Brand Image influences the consumers to make their purchase decision. Besides, this study through the demographic variables with the use of motivation, the attributes of property management and the attributes of brand image, in order to achieve a more accurate understanding of perceived value. In this study, 393 valid samples were collected, using ANOVA, t test and regression analysis for examination. The result showed that it’s significant between different demographic variables in sex, old, income and living square meter, behavior intention and the influence of brand image. The “functional brand image ” and the “symbolical brand image ” have positive effects on assignment making. The “functional brand image ” , “symbolical brand image ” and “experiential brand image” have positive effect on management fees and times of purchasing.