品牌態度、產品涉入、顧客價值對購買意願之影響－以置入性行銷為中介變項

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/16946

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Title:	品牌態度、產品涉入、顧客價值對購買意願之影響－以置入性行銷為中介變項
Other Titles:	The Study of the Influence among Brand Attitudes, Involvement With Product, and Customer Value on Purchase Intention--The Mediating Effect of Placement Marketing
Authors:	陳俞婷 Chen, Yu-Ting
Contributors:	企業管理系管理科學碩博士班紀信光 Hsin-Kuang Chi
Keywords:	顧客價值;產品涉入;置入性行銷;品牌態度;購買意願 Involvement with Product;Purchase Intention;Placement Marketing;Brand Attitude;Customer Value
Date:	2014
Issue Date:	2014-11-20 11:44:22 (UTC+8)
Abstract:	透過電視、電影方式和情節連結，置入性行銷成為近幾年來熱門的行銷方式，消費者接收品牌、產品訊息更加快速與便利，然而，不同的顧客對於同產品有不同的悠關性此為產品涉入，顧客價值則是對產品屬性表現以及主觀認知，本研究將探討顧客對品牌態度和購買意願之間影響，並且透過置入性行銷為中介效果，以及產品涉入、顧客價值為干擾變項，進一步分析構面間的影響關係。　　本研究以問卷調查方式，總共發放500份問卷，扣除無效問卷後，有效問卷為358份，有效問卷回收率為71.6%。研究顯示(ㄧ)品牌態度對購買意願具有正向影響。(二)品牌態度對置入性行銷具有正向影響。(三)置入性行銷對購買意願具有正向影響。(四)產品涉入對購買意願具有正向影響。(五)顧客價值對購買意願具有正向影響。(六)置入性行銷對品牌態度與購買意願具有完全中介效果。(七)產品涉入對品牌態度與購買意願具有干擾效果。(八)顧客價值對品牌態度與購買意願不具有干擾效果。　　Through television, movies, and plot connection, product placement has become a hot marketing approach in recent years. The consumer receives the brand and product information more quickly and conveniently. However, for different consumers, there are different correlations to the same product, and this is called involvement with product. Furthermore, customer value is the performance to the product attributes and the subjective perception. This study investigate the impact on customers between brand attitudes and purchase intentions, and by setting placement marketing as the mediating effect, involvement with product and customer value as the moderating effect, we can further analyze and research relationship among the dimensions.　　In this study, we totally dispatched 500 copies of questionnaires. And after removing invalid questionnaires, there are 358 copies of valid questionnaires. The effective response rate is 71.6%. The results of the study show that (1) Brand attitude has a positive influence to the purchase intention. (2) Brand attitude has a positive influence with product placement. (3) Product placement has a positive influence to the purchase intention. (4) Involvement with product has a positive influence to the purchase intention. (5) Customer value has a positive influence to the purchase intention. (6) Product placement has mediating effect between brand attitude and purchase intention. (7) Involvement with product has moderating effect between brand attitude and purchase intention. (8) Customer value doesn’t have moderating effect between brand attitude and purchase intention.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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