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。

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.

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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