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姓名 蔡宜靜(Yi-ching Tsai) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理系管理科學碩博士班(Graduate Institute of Management Sciences)
畢業學位 碩士(Master) 畢業時期 99學年第2學期
論文名稱(中) 廣告代言人、品牌形象、知覺價值、品牌權益與購買意願之分析與模型建構
論文名稱(英) An Analysis and Model Constructing of Advertising Endorse, Brand Image, Perceived Value, Brand Equity and Purchase Intention
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    摘要(中)   廣告代言人是廣告主之重要決策之一,因廣告代言人的廣告方式,可以迅速的創造品牌認知,將產品的功能、特色表現出來,讓消費者瞭解產品或服務,成為消費者記憶的一部份,並產生購買產品的意願,來達到廣告目的。本研究採用問卷調查方式蒐集資料,共發放380份問卷,扣除無效問卷48份,獲得有效問卷共300份,有效問卷率達78.9%。
     
      本研究結果發現:(1)品牌權益對廣告代言人有顯著的正向影響。(2)品牌權益對購買意願不具有顯著影響。(3)廣告代言人對購買意願有顯著的正向影響。(4)品牌形象對品牌權益有顯著的正向影響。(5)品牌形象對知覺價值有顯著的正向影響。(6)品牌形象對購買意願有顯著的正向影響。(7)知覺價值對購買意願不具有顯著影響。(8)廣告代言人在品牌權益對購買意願,具有部分中介效果。(9)品牌權益在品牌形象對購買意願,具有部分中介效果。(10)知覺價值在品牌形象對購買意願,具有部分中介效果。
    摘要(英)   Advertising endorser is one of the major marketing strategies for advertisers. Advertising endorser can fast build brand recognition and help consumers to understand functions and characteristics of a product or a service. In the end, consumers will memorize the product/service and produce purchase intention. The study employ the questionnaire survey, totally delivers 380 copies of questionnaires, excluding invalid questionnaires 48, totally 300 copies were collected, the effective response rate was 78.9%.
     
      The major findings of this study are summarized as follows: (1)Brand equity has a significant positive effect on advertising endorse. (2)Brand equity has no significant effect on purchase intention. (3)Advertising endorse has a significant positive effect on purchase intention. (4)Brand image has a significant positive effect on brand equity. (5)Brand image has a significant positive effect on perceived value. (6)Brand image has a significant positive effect on purchase intention. (7)Perceived value has no significant effect on purchase intention. (8)Advertising endorser has part mediation effect between brand equity and purchase intention. (9)Brand equity has part mediation effect between brand image and purchase intention. (10)Perceived value has part mediation effect between brand image and purchase intention.
    關鍵字(中)
  • 廣告代言人
  • 購買意願
  • 知覺價值
  • 品牌形象
  • 品牌權益
  • 關鍵字(英)
  • Advertising Endorse
  • Perceived Value
  • Brand Image
  • Brand Equity
  • Purchase Intention
  • 論文目次 中文摘要 i
    英文摘要 ii
    目錄 iv
    表目錄 vii
    圖目錄 viii
     
    第一章 緒論 1
    1.1 研究背景與動機 1
    1.2 研究目的 2
    1.3 研究範圍與對象 3
    1.4 研究流程 3
     
    第二章 文獻探討 5
    2.1 廣告代言人 5
    2.1.1 廣告代言人定義 7
    2.1.2 廣告代言人類型 8
    2.1.3 廣告代言人構面與衡量變項 10
    2.1.4 本研究採用廣告代言人之構面 13
    2.2 品牌形象 14
    2.2.1 品牌 15
    2.2.2 品牌形象定義 16
    2.2.3 品牌形象構面與衡量變項 18
    2.2.4 本研究採用品牌形象構面 19
    2.3 品牌權益 20
    2.3.1 品牌權益定義 21
    2.3.2 品牌權益構面與衡量變項 24
    2.3.3 本研究採用品牌權益構面 26
    2.4 知覺價值 28
    2.4.1 知覺價值之定義 28
    2.4.2 知覺價值構面與衡量變項 29
    2.4.3 本研究採用知覺價值構面 31
    2.5 購買意願 32
    2.5.1 購買意願之定義 32
    2.5.2 購買意願構面與衡量變項 33
    2.6 各研究變數之間的關係 34
    2.6.1 廣告代言人、品牌權益、購買意願 34
    2.6.2 品牌形象、知覺價值、購買意願 35
    2.6.3 品牌形象、品牌權益 37
     
    第三章 研究方法 38
    3.1 研究架構 38
    3.2 研究假說 39
    3.3 操作型定義及衡量 39
    3.4 研究設計 45
    3.4.1 問卷前測分析 46
    3.4.2 研究對象及問卷發放 46
    3.5 資料分析方法 46
    3.5.1 敘述性統計 47
    3.5.2 信度分析 47
    3.5.3 驗證性因素分析 47
    3.5.4 結構方程模式 48
     
    第四章 實證分析 54
    4.1 敘述性統計分析 54
    4.2理論模式分析 56
    4.3 整體模式配適度分析 64
    4.4 假設檢定及路徑分析 66
    4.5 路徑影響效果分析 69
    4.6 驗證中介效果 70
     
    第五章 結論與建議 73
    5.1 研究結論 73
    5.1.1 整體研究架構之發現 73
    5.1.2 各構面之影響關係 74
    5.2 管理意涵 76
    5.3 研究建議 77
     
    參考文獻 80
    一、中文部份 80
    二、英文部份 84
    三、網路部份 95
     
    附錄一 正式問卷 96
    個人簡歷 100
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    三、網路部份
     
    1.哈佛管理精華錄-廣告代言人真的有效嗎? 100年4月20日取自:http://www.chinamgt.com/master/program/books/article.php?id=3958
     
    2.行銷趨勢 : 廣告代言人。100年3月2日取自:
    http://www.breakthrough.com.tw/modules/news/article.php?storyid=102
     
    3.代言人及其所創造的-品牌工程中的代言人角色。99年12月3日取自:http://www.wretch.cc/blog/vincentchang/6393369
    口試委員
  • 李鴻文 - 召集委員
  • 郭東昇 - 委員
  • 紀信光 - 指導教授
  • 口試日期 2011-06-10 繳交日期 2011-07-03

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