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中文論文名稱 價值觀、品牌形象和購買意願關聯性之研究-以不同世代做調節效果
英文論文名稱 The Study on the Relationships among Values, Brand Image, and Purchase Intention-the Moderating effect of Different Generations
校院名稱 淡江大學
系所名稱(中) 管理科學研究所碩士班
系所名稱(英) Graduate Institute of Management Science
學年度 98
學期 2
出版年 99
研究生中文姓名 李映萱
研究生英文姓名 Ying-Hsuan Li
學號 697621133
學位類別 碩士
語文別 中文
口試日期 2010-05-24
論文頁數 120頁
口試委員 指導教授-廖述賢
委員-劉基全
委員-陳水蓮
中文關鍵字 價值觀  品牌形象  購買意願  世代  調節效果 
英文關鍵字 Brand Image  Purchase Intention  Generations  Moderating Effect 
學科別分類 學科別社會科學管理學
中文摘要 近年來世代行銷成為熱門話題,如何利用世代進行市場區隔,成為行銷的關鍵。因此本研究主要探討價值觀、品牌形象和購買意願之間的關聯性,以不同世代做調節效果,將台灣世代區分為嬰兒潮世代、X世代和Y世代。共計收回542,有效問卷為373份。本研究透過線性結構化方程式模型,將價值觀對品牌形象與購買意願的影響進行實證分析,並驗證世代的調節效果。研究結果發現,價值觀對購買意願之影響中,品牌形象具完全中介效果。同時經由調節效果分析可得知,嬰兒潮世代和X世代間,在本研究模型不具有調節效果。但嬰兒潮世代和X世代均分別對Y世代具有調節效果。
英文摘要 The marketing to generation has recently become a popular discussion. The segmentation in different generations is a key success factor of marketing. As a result, this study mainly investigates the relationship among values, brand image, purchase intention, and moderating effect of different generations. Baby boomers, generation X and generation Y are included in Taiwan’s generation. 542 questionnaires were issued and 373 valid ones were received. The study uses the structural equation model to empirically explore the relationships among values, brand image, and purchase intention. The results show that brand image serves as full mediator between values and purchase intention. Other findings specify the substantial moderating effect of generation in values, brand image, and purchase intention.
論文目次 目錄
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 4
第二章 文獻探討 6
2.1價值觀 6
2.1.1價值觀定義 6
2.1.2價值觀與可口可樂之關聯 9
小結 10
2.2品牌形象 10
2.2.1品牌 10
2.2.2品牌形象定義 11
2.2.3品牌形象與可口可樂之關聯 15
小結 16
2.3購買意願 16
2.3.1購買意願定義 16
2.3.1購買意願與可口可樂之關聯 18
小結 18
2.4世代 18
2.4.1世代定義 19
2.4.2世代區分方式 20
2.4.3世代相關研究 28
2.4.4世代與可口可樂之關聯 30
小結 31
2.5研究假設 31
2.5.1價值觀與品牌形象的關聯性 31
2.5.2品牌形象與購買意願的關聯性 32
2.5.3價值觀與購買意願的關聯性 34
2.5.4價值觀、品牌形象與購買意願的關聯性 35
2.5.5世代的調節效果 35
2.6價值觀、品牌形象與購買意願之相關變項探討 38
小結 39
第三章 研究方法 41
3.1研究架構 41
3.2操作型定義與變項衡量 42
3.2.1價值觀 42
3.2.2品牌形象 47
3.2.3購買意願 48
3.2.4世代 49
3.2.5個人變項 50
3.3研究樣本及取樣程序 51
3.4問卷預試與信效度分析 51
3.4.1系統性偏誤 51
3.4.2信效度分析 52
3.5資料分析方法 57
第四章 資料分析與結果 60
4.1樣本結構分析 60
4.2因素分析 62
4.3估計方法之選擇 64
4.4測量模型分析 64
4.4.1驗證性因素分析 65
4.4.2信度分析 68
4.4.3效度分析 69
4.5相關分析 72
4.6結構模型分析 74
4.7研究假設檢定 75
4.8 不同世代三群體之分析 78
4.8.1相關分析 78
4.8.2調節效果 81
第五章 結論與建議 85
5.1研究結論 85
5.2管理意涵 87
5.3研究限制 94
5.4未來研究方向及建議 95
參考文獻 98
中文文獻 98
英文文獻 99
附錄一:正式問卷 114
附錄二:跨群恆等性檢定 118
表目錄
表2-1 價值觀定義彙整表 7
表2-2 價值觀相關研究整理 8
表2-3 品牌形象之定義 12
表2-4 品牌形象相關研究整理 13
表2-5 世代定義 19
表2-6 美國世代區分方式 21
表2-7 台灣世代區分方式 22
表2-8 台灣人口經濟指標 23
表2-9 美國各世代背景 26
表2-10 台灣各世代背景 27
表2-11 世代相關研究 29
表3-1 Rokeach的目的價值和工具價值 43
表3-2 LOV量表 44
表3-3 Schwartz十種動機的價值類型與其定義 45
表3-4 價值觀各構面定義及衡量 46
表3-5 品牌形象之衡量 48
表3-6 購買意願之衡量 49
表3-7 個人變項 50
表3-8 預試問卷題項分配及信度統計表 54
表3-9 預試問卷項目統計量及項目總和統計量 55
表4-1 人口變項之分布情形 61
表4-2 品牌形象之KMO與Bartlett檢定 62
表4-3 因素分析之結果 63
表4-4 轉軸後之成分矩陣 63
表4-5 觀察變項之平均數、標準差、偏態與峰度 64
表4-6 CFA判斷標準一覽表 66
表4-7 各變項之驗證性因素分析結果表 67
表4-8 正式問卷信度分析結果表 68
表4-9 正式問卷建構效度結果表 69
表4-10 正式問卷因素收斂效度分析結果 70
表4-11 正式問卷因素區別效度 72
表4-12 構面相關矩陣 73
表4-13 各變項路徑表 77
表4-14 直接效果與間接效果 78
表4-15 嬰兒潮世代相關分析 80
表4-16 X世代相關分析 80
表4-17 Y世代相關分析 81
表4-18 嬰兒潮世代與X世代迴歸係數比較法 82
表4-19 嬰兒潮世代與Y世代迴歸係數比較法 83
表4-20 X世代與Y世代迴歸係數比較法 84
表5-1 研究假設與驗證結果彙整表 86
圖目錄
圖1-1研究流程 5
圖2-1 行為構成圖 20
圖2-2 研究地圖 40
圖3-1 研究架構 41
圖4-1研究路徑圖 75
圖5-1 後續研究發展圖 97

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