品牌形象影響消費者購買家具用品行為之研究 －以台北市居民為例

Abstract

在全球化以及的驅使之下，許多在國外行之有年的家具廠商紛紛進駐了台灣，形成成台灣家具產業的改變。並且不同的廠商對於消費者而言都有不同的品牌印象，在各種的情況之下影響著消費者的購買決策，因此本研究將探討台北市消費者對於家具用品的購買行為以及品牌形象對於購買行為又有何影響。 本研究以發放問卷進行資料蒐集，藉由探討購買動機、資訊來源、消費實態變數、家具用品產品屬性變數以及品牌形象變數等對消費者行為進行分析。 研究結果顯示，台北市消費者對於家具用品的消費行為在消費動機、產品屬性以及品牌形象上皆有顯著差異。並且「功能性」、「象徵性性」、「經驗性」品牌形象與家具用品之消費品牌有正向關係；「功能性」、「象徵性性」、「經驗性」品牌形象與家具用品之消費金額有正向關係；「功能性」、「象徵性性」品牌形象與家具用品之消費時機有正向關係。 最後依據研究結果提出行銷建議，提供未來相關研究者以及台灣家具用品業者參考。

Because of globalization and economic enhancement, many foreign furniture brands have joined the Taiwan market and altered the local market.As different brands brining different brand images to consumers, the purchasing decisions are affected. Therefore, this study will find out the consumers’purchasing behavior of furniture in Taipei city and the impact of brands images on purchasing behavior. This study uses questionnaires to collect data. By using different variables, such as sources of imfermation, purchasing motives, product attributes of furniture, this study analyzes consumers’behavior.Factor analysis, Chi-Squares Test, One Way ANOVA Analysis and Regrassion Analysis are adopted. The results of the article are following: 1. The behavior of consumers in Taipei city on purchasing furniture is significiant different in purchasing motives, product attributes, brand images . 2. Functional brand images, symbolic brand images, and experiential brand images positively affect brand purchased. 3. Functional brand images, symbolic brand images, and experiential brand images positively affect how much money consumer paid. 4. Functional brand images and symbolic brand images positively affect purchasing occation. Finally, this article provides some marketing recommendations and future research.