本研究架構是透過設備製造商及要素品牌的品牌權益，運用交易成本理論，對於設備採購者的購買意願產生影響。進而從交易成本的觀點探討要素品牌，對設備購買者產生拉引的效果，及引用要素品牌對推廣工業產品的影響。
本研究以台灣設備採購者為樣本對象，有效回收樣本182份。首先透過信度、效度分析對相關題項進行檢驗。再藉由驗證性分析來確定各變相與潛在變相間之因素結構。最後利用路徑分析來評估結構模型之間的路徑關係。
本研究結果顯示，設備製造商的知覺品質愈高，則對降低設備採購者的事前交易成本有正面的效果，設備製造商的知覺品質愈高，則對降低設備採購者的事後轉換成本有正面的效果，要素品牌的知覺品質愈高，則對降低設備採購者的事後轉換成本有正面的效果，愈有效降低設備採購者的事前交易成本，則顧客購買意願有正面的效果，愈有效降低設備採購者的事後轉換成本，則顧客購買意願有正面的效果。本研究貢獻對於工業產品找出更有效的行銷模式，透過要素品牌的置入，加上設備製造品牌產品品質的提升，對於消彌客戶知覺風險，進而降低交易成本具有正面的效果，因為交易成本的降低，加上要素品牌的拉引效果，設備採購者的購買意願得以得到提升。

The study of researching structure is the effect of purchasing intention of equipment purchaser by brand equity of equipment manufacture, ingredient brand and transaction cost theory application. Base on perspective of transaction cost to discuss ingredient brand, the equipment purchaser is influenced by pull effect and industrial product promotion strategy is influenced by ingredient brand quoted.
The sampling object is equipment purchaser in Taiwan. Valid questionnaires are 182 samplings. First, the related subjects are examined by reliability and validity analysis. Second, the factor structure of each variable phase and potential variable phases are validated by confirmatory factor analysis.   
  As the result of the study, higher perceived quality of manufacture and ex-post transaction costs reduced of purchaser is positive. Higher perceived quality of manufacture and after transfer transaction costs reduced of purchaser is positive. Higher perceived quality of ingredient brand and ex-post transaction costs reduced of purchaser is positive. Reducing ex-post transaction costs of purchaser and purchasing intention is positive. Reducing after transfer transaction costs of purchaser and purchasing intention is positive. The contribution of study is effective promotion strategy finding for industrial product. By ingredient brand embedded and product quality promoted, the customer perceived risk could be eliminated. Moreover, the effect of transaction costs reducing is positive. Due to transaction costs reducing and pull effect of ingredient brand, equipment purchasing intention could be increased.

目錄
目錄	 I
表目錄	 III
圖目錄	 IV
第一章　緒論	 1
第一節　研究背景與動機	 1
第二節　研究目的	 4
第三節　研究範圍	 4
第四節　研究流程	 4
第二章　文獻探討	 6
第一節　要素品牌與品牌權益	 6
第二節 交易成本	 9
第三節 品牌權益、購買決策和交易成本之關聯	 14
第四節 交易成本對購買意願之影響	 17
第三章　研究方法與設計	 19
第一節　研究架構	 19
第二節　研究假設	 21
第三節　變數定義與問卷設計	 21
第四節資料量化分析方法	 28
第四章 資料分析	 31
第一節 樣本結構分析	 31
第二節 問卷效度與信度分析	 32
第三節 各構面之相關分析	 36
第四節 驗證性因素性分析	 36
第五節 路徑分析	 39
第六節 變異數分析	 44
第五章 結論與建議	 50
第一節	研究結論	 50
第二節	研究貢獻	 53
第三節	管理意涵	 54
第四節	研究限制與後續研究建議	 55
參考文獻	 56
附錄一	 62



 
表目錄
表3.1工業設備製造商知覺品質的衡量問項	 22
表3.2要素品牌知覺品質的衡量問項	 22
表3.3資訊蒐集成本的衡量問項	 23
表3.4道德危機成本的衡量問項	 24
表3.5可接受價格的衡量問項	 24
表3.6轉換成本的衡量問項	 25
表3.7購買意願的衡量問項	 25
表 4-2各構面探索性因素分析結果比較表	 33
表 4-3各問項內容對照表	 34
表4-4各構面之相關分析	 36
表4-5一階驗證模型適配性(MODEL FIT)	 37
表4-8樣本路徑分析係數結果	 41
表4-9是否知曉機械設備製造商採用要素品牌分群資料	 42
表4-10是否知曉要素品牌分群比較表	 43
表 4-11 是否知曉要素品牌對五項構面之影響 T 檢定表	 44
表 4-12 公司員工人數對各構面上之差異性檢定	 45
表 4-13 公司年份對各構面上之差異性檢定	 46
表 4-14 職業差異對各構面上之差異性檢定	 47
表 4-15採購過程扮演的角色對各構面上之差異性檢定	 48
表 4-16公司所屬的行業別對各構面上之差異性檢定	 49
表5-1研究假說檢定結果彙整	 53


 
圖目錄
圖1-1研究流程圖	 5
圖2-1要素品牌架構	 15
圖4-1 CFA分析結果	 37
圖4-2 本研究模型路徑效果分析	 40
圖4-3已知曉要素品牌路徑效果分析	 42
圖4-4未知曉要素品牌路徑效果分析	 43

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