南華大學機構典藏系統:Item 987654321/24438
English  |  正體中文  |  简体中文  |  Items with full text/Total items : 18278/19583 (93%)
Visitors : 965314      Online Users : 8215
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/24438


    Title: 品牌形象、促銷方式對知覺價值及購買意願關係之影響－以化妝品為例
    Other Titles: A Study on the Relationships among Brand Image, Promotions, Perceived Value and Purchase Intention--Cosmetics Product as an Example
    Authors: 謝紀縈
    Sie, Ji-Ying
    Contributors: 企業管理學系管理科學碩博士班
    褚麗絹
    Li-Chuan Chu
    Keywords: 購買意願;知覺價值;促銷方式;品牌形象
    Cosmetics;Perceived Value;Purchase Intention;Brand Image
    Date: 2016
    Issue Date: 2016-10-25 16:09:14 (UTC+8)
    Abstract: 　　品牌與價格是消費者判斷產品品質時重要的外部線索，本研究旨在探討品牌形象、促銷方式、知覺價值及購買意願間之關係，以化妝品之消費者為研究對象，採便利抽樣方式透過網路問卷收集資料，利用因素分析、信度分析、效度分析及線性迴歸分析等統計方法進行資料分析，以驗證本研究之研究假設，剖析化妝品的品牌形象、促銷方式與消費者知覺價值與購買意願之關連性。研究結果發現：(1) 化妝品的品牌形象對於消費者知覺價值有顯著正向影響；(2) 化妝品的促銷方式對於消費者的知覺價值有顯著正向影響；(3) 化妝品的品牌形象對於消費者的購買意願有顯著正向影響；(4) 化妝品的促銷方式對於消費者的購買意願有顯著正向影響；(5) 消費者知覺價值於化妝品的品牌形象、促銷方式對購買意願的影響中具有部分中介效果。
    　　Brands and prices are important external sources used by consumers to judge product quality. This paper develops and tests a conceptual model of the effects of consumers’ evaluations (brand image and perceived value) on purchase intentions. In this study, reliability and validity tests, factor analysis, and regression analysis were applied to test the research hypotheses. The mediating effect of perceived value on the proposed relationship of brand image and purchase intention was also explored. Results show that perceived value and brand image of positively influenced purchased intentions. Brand image exerted significant influenc on perceived value. Perceived value partly mediated the relationship of brand image 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)

    Files in This Item:

    File Description SizeFormat
    104NHU00457039-001.pdf1399KbAdobe PDF2138View/Open
    index.html0KbHTML368View/Open


    All items in NHUIR are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback