品牌形象、知覺風險、知覺品質及知覺價值對購買意願關係之探討-以台灣汽車市場為例

Tunghai University Institutional Repository > 管理學院 > 高階經營管理碩士在職專班 > 碩士論文 > Item 310901/31713

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/31713

Title:	品牌形象、知覺風險、知覺品質及知覺價值對購買意願關係之探討-以台灣汽車市場為例
Other Titles:	The Influence of Brand Image, Perceived Risk, Perceived Quality, and Perceived Value on Consumer Purchase Intention of auto market in Taiwan
Authors:	黃昇華 HUANG, SHENG-HUA
Contributors:	吳立偉 WU, LI-WEI 高階經營管理碩士在職專班
Keywords:	品牌形象;知覺風險;知覺品質;知覺價值;購買意願 Brand Image;Perceived Risk;Perceived Quality;Perceived Value;Purchase Intention
Date:	2019
Issue Date:	2019-12-16T04:17:25Z (UTC)
Abstract:	在市場自由化及國際化的趨勢下，台灣汽車市場的品牌與車款種類眾多，汽車業者的行銷模式己由產品導向漸漸調整為顧客需求導向，汽車產業在此一架構與環境背景之下，如何提升顧客未來願意購買自己公司的汽車品牌產品意願，另外，消費者在眾多汽車品牌與產品種類中，在選購汽車時會如何考量與決策，這是一個值得進行探究的議題。本論文研究主要為是進行「汽車品牌形象、知覺風險、知覺品質、知覺價值與顧客對汽車購買意願」的之關係探討。以未來有意願購車的顧客為研究對象，透過網路問卷的填答取得235份有效問卷。經過研究結果發現，品牌形象與顧客的知覺風險兩者間的關係是負向的相關，而產品的品牌形象對顧客的知覺品質與知覺價值的關係是呈現正向的關係，顧客的知覺風險與顧客購買意願兩者間的關係是有負向的相關，而顧客的知覺品質與知覺價值對顧客購買意願的關係是呈現正向的相關。汽車業者應該建立起本身產品良好的品牌形象，這樣可減少顧客對產品的知覺風險認知程度，而擁有高的品牌形象可提升顧客對產品知覺品質與知覺價值的評價。業者透過提供必要的產品資訊或服務，讓顧客能充分了解產品優點，可減少其對產品的知覺風險認知，努力提昇產品品質與價值，並讓消費者對產品有高的知覺品質與知覺價值的認同感，如此，才能增加顧客購買我們產品的購買意願。 Under the trend of market liberalization and internationalization, there are many brands and models in the automobile market in Taiwan. The marketing of the auto industry has been gradually adjusted from product orientation to customer demand orientation. Under the background of the above structure and environment of the automobile industry, it's essential to improve customers' purchase intention on one's own car brand products in the future. In addition, it's worth exploring, how consumers will consider and decide on the purchase of cars among many car brands and product categories.The main purpose of this study is the relationship between automobile brand image, perceived risk, perceived quality, perceived value and customer' purchase intention of cars. For those who are willing to purchase a car in the future, 235 valid questionnaires were obtained through the online device. The research results showed that the brand image has a negative impact on the perceived risk, while brand image has a positive influence on the perceived quality and the perceived value. The perceived risk has a negative impact on the customers' purchase intention, while the perceived quality and perceived value have a positive influence on customers' purchase intention. Automakers should establish a good brand image of their own products, which can reduce the customer's awareness of the perceived risk of the product, and having a high brand image can enhance the customer's evaluation of product perception quality and perceived value. By providing the necessary product information or services, the industry can fully understand the advantages of the products, reduce their perception of the perceived risks of the products, strive to improve the quality and value of the products, and enable consumers to have high perceived quality and perceived value of the products. A sense of identity, in order to increase the willingness of customers to purchase our products.
Appears in Collections:	[高階經營管理碩士在職專班] 碩士論文

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