品牌權益影響消費者購買無反光鏡可換鏡頭數位相機意願之研究 －以新竹市國立大專院校學生為例

Abstract

隨著市場不斷演進與科技日新月異不斷發展，使得數位相機之使用者在相機需求方面，更加要求相機本身之功能性以及影像所呈現的品質，因此促使高階數位相機機種需求大增。本研究所進行之無反光鏡可換鏡頭數位相機(又稱：微單眼數位相機)這類高階機種儼然是市場新興的趨勢，又因市面上數位相機品牌林立，因此本研究希望能從品牌的面向進行討論，探討無反光鏡可換鏡頭數位相機之品牌權益對消費者購買意願的影響程度。

本研究採用Aaker所提出之品牌權益模式做為整體概念架構，並以EKB模式與HBC模式做為消費者行為理論基礎；研究變數則分為人口統計變數、產品屬性變數、品牌權益變數與購買實態變數共四組變數。本研究透過網路問卷之方式，對新竹市國立大專院校學生進行抽樣調查，總計回收423份，扣除無效問卷之後有效問卷共385份，且利用統計軟體SPSS進行因素分析、卡方檢定、變異數分析以及迴歸分析。

研究結果顯示，不同人口統計變數之消費者對於無反光鏡可換鏡頭數位相機之產品屬性重視程度以及對於品牌權益之認知程度皆有顯著差異，且品牌權益對於消費者購買無反光鏡可換鏡頭數位相機之金額有顯著正向影響。最後根據此研究結果分別提出行銷管理與品牌管理之建議以供參考。

The evolution of market and the development of technology have made the trend for digital camera users concern more about the functions of digital cameras and the quality of photograph images as well. And, this trend has made the great increase in the demand of high-level digital cameras. The study focuses on Mirrorless Interchangeable Lens Cameras, which is the cut-into-age digital product, and want to find out how brand equity can make an influence on purchase intention for mirrorless interchangeable lens cameras. The study uses Aaker’s brand equity model as the frame of the study and also use EKB model and HBC model as the base of the consumer behavior. In order to analyze the data, 385 valid questionnaires were collected from national university students in Hsinchu city and use SPSS to do the statistical analysis. The result shows that different demographic variables have significant differences on product attributes and brand equity. Moreover, brand equity has significant positive impact on the product price that consumers spent on mirrorless interchangeable lens cameras. Finally, the suggestions provide marketing strategies for the future brand management.