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| 題名: | 品牌魅力及品牌共鳴對於知覺價值及購買意願之影響研究：消費狀態及從衆效應之干擾 |
| 其他題名: | The Effect of Brand Charisma and Brand Resonance on Perceived Value and Purchase Intention: The Moderating Role of Consumption Status and Bandwagon Effect |
| 作者: | 那芮亞
NAREEYA, RAKTALE |
| 貢獻者: | 企業管理學系管理科學碩博士班
廖英凱;吳萬益
LIAO, YING-KAI;WU, WANN-YIH |
| 關鍵詞: | 從眾效應;購買意圖;知覺價值;品牌共鳴;品牌魅力
purchase intention;perceived value;brand resonance;Brand charisma;bandwagon effect |
| 日期: | 2023 |
| 上傳時間: | 2023-11-13 14:45:52 (UTC+8) |
| 摘要: | 泰國咖啡店行業在過去幾年的擴張迅速增長。因此，咖啡業者需要掌握當今消費者的行為。本研究論文旨在探討品牌魅力和品牌共鳴對泰國咖啡亞馬遜(Café Amazon)品牌的知覺價值和購買意圖的影響。本研究主要之貢獻在於整合自我一致性理論品、品牌共鳴和知覺價值理論，並進一步探討消費者特徵和從眾效應對於知覺價值和購買意圖之間關係的調節效果。 本實證研究透過問卷調查，收集了318份有關泰國Café Amazon消費者的資料。此研究旨在探討市場營銷組合、品牌共鳴、品牌魅力和知覺價值對購買意圖的影響。同時，它評估了人口統計消費狀態和從眾效應對感知價值與購買意圖之間關係的調節效應。研究結果顯示，市場行銷組合直接影響品牌魅力、知覺價值及品牌共鳴。產品設計、定價策略、促銷與銷售通路都有助於塑造品牌魅力。市場行銷組合亦影響知覺價值，知覺價值對客戶滿意度、忠誠度和購買意圖至關重要。品牌共鳴受到市場行銷組合的影響，塑造品牌個性並與從眾效應間牢固的關係。品牌魅力與品牌共鳴呈正相關，可增強情感連結和品牌推薦。然而，與市場行銷組合及品牌共鳴相比，品牌魅力對知覺價值的直接影響較弱。建立情感連結可以增強品牌共鳴與知覺價值，知覺價值直接影響購買意圖，高知覺價值增加了未來購買的可能性。此外，性別、年齡和教育程度對知覺價值與購買意圖之間的關係有調節效果，個人偏好和收入、生活方式等因素也發揮著作用。從眾效應具有正向調節效果，影響消費者行為。本研究之貢獻在於整合了自我一致性理論、品牌共鳴理論和知覺價值理論，提供了一個全面性的框架。管理者應關注品牌魅力和共鳴，根據人口統計消費狀態量身定制策略，並認識消費者的異質性。
The expansion of the café industry in Thailand during the last few years demonstrates that the coffee shop industry has seen rapid growth. However, Café shop entrepreneurs must understand the behavior of today's consumers. This research paper explores the impact of brand charisma and brand resonance on perceived value and purchase intention toward the Café Amazon brand in Thailand. The study contributes to the existing literature by combining Self congruity theory and perceived value theory, futher investigating the moderating influence of consumer characteristics and bandwagon effect on the relationship between perceived value and purchase intention toward Café Amazon brand. The empirical study has collected 318 data based on the consumers of Café Amazon in Thailand through questionnaire survey. The study aims to examine the influence of marketing mix, brand resonance, brand charisma, and perceived value on purchase intention. It evaluates the moderating effects of demographic consumption status and the bandwagon effect on the relationship between perceived value and purchase intention. Findings indicate that marketing mix directly impacts brand charisma, perceived value, and brand resonance. Well-designed products, strategic pricing, effective promotion, and thoughtful distribution contribute to brand charisma. Marketing mix also influences perceived value, which is critical for customer satisfaction, loyalty, and purchase intention. Brand resonance is influenced by marketing mix, shaping brand identity and establishing a strong relationship with the audience. Brand charisma positively relates to brand resonance, enhancing emotional attachment and brand recommendation. However, brand charisma's direct impact on perceived value is weaker compared to marketing mix and brand resonance. Building emotional connections enhances brand resonance and perceived value. Perceived value directly impacts purchase intention, as high value increases the likelihood of future purchases. Gender, age, and education moderate the relationship between perceived value and purchase intention, with individual preferences and factors like income and lifestyle playing a role. The bandwagon effect positively moderates the relationship, influencing consumer behavior. The study integrates self-congruity theory, brand resonance theory, and perceived value theory, providing a comprehensive framework. Managers should focus on brand charisma and resonance, tailor strategies to demographic consumption status, and recognize consumer heterogeneity. This study offers valuable insights for understanding purchase intention in marketing. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班
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