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品牌形象、知覺風險、通路對購買意願影響之研究-以精品包為例 = The ...

國立高雄大學亞太工商管理學系碩士班

品牌形象、知覺風險、通路對購買意願影響之研究-以精品包為例 = The Impact of Brand Image, Perceived Risk, and Channels on Purchasing Intention - The Case of Luxury Bags

Record Type:	Language materials, printed : monographic
Paralel Title:	The Impact of Brand Image, Perceived Risk, and Channels on Purchasing Intention - The Case of Luxury Bags
Author:	宋弘仁,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2015[民104]
Description:	[12], 106面圖，表 : 30公分;
Subject:	品牌形象
Subject:	brand image
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/26756302637487595275
Notes:	參考書目：面92-101
Notes:	104年3月25日公開
Summary:	近年來網際網路的快速發展，已成為國人消費的主要途徑。愈來愈多的企業透過網際網路尋找商機，而為了能在此競爭市場永續經營，如何讓顧客有意願消費便成為購物網站的重要議題。精品包不僅是販售時尚，同時也是在銷售形象，且象徵地位亦高，使吸引許多消費者的追求、購買，但因其價格高，故知覺風險相對高。故本研究選擇以精品包為研究標的，旨在探討品牌形象、知覺風險的高低、是否會影響購買意願與並以通路為干擾變項。本研究依文獻回顧建立品牌形象、知覺風險與購買意願之行為架構，本研究採用李克特(Likert)之五點尺度量表做為問卷調查資料，有效問卷為184份，運用SPSS進行研究結果分析及假說驗證。研究結果顯示，品牌形象正向影響購買意願，而知覺風險則負向影響，通路在品牌形象與知覺風險對購買意願中不具有干擾效果。本研究認為品牌形象為吸引消費者購買重要因素，而無論是實體或虛擬通路，都需降低消費者的知覺風險，才能提升購買意願，最後必須建立完善虛擬通路服務，才能提升消費者對實體或虛擬通路的信任。 Recent years, internet is used as the major channel for shopping due to its dramatic growth. More and more companies try to explore the business opportunity by using internet to the purpose of sustainable development. Therefore, how to enhance the consumers’ willing by using online shopping network will be an important issue for the online sellers. Luxury bags sell not only fashion, but also image, and status symbol is also high, so that attract many consumers to buy. But the price is high, so the perception of risk is relatively high.This study, luxury bags study the subject, to investigate the amount brand image related products, the level of perceived risk will affect the purchase intention and pathways as a moderating variable.In this study, brand image, perceived risk and purchase intention of the behavior framework. The study adopts Likert five-point scale as the data source of questionnaire, and 184 copies were valid, using SPSS analysis and hypothesis testing results in accordance with the literature review. The results show that brand image is the positive effects on purchase intention, and perceived risk of negative impact. Channels do not moderating effect the brand image and perceived risk on purchase intentionThis study suggests that the brand image is an important factor to attract consumers to buy, and whether it is physical or virtual paths, are required to reduce the perceived risk of consumers in order to enhance the purchase intention. Finally, in order to enhance consumer confidence, it must establish a complete service in virtual access.

品牌形象、知覺風險、通路對購買意願影響之研究-以精品包為例 = The Impact of Brand Image, Perceived Risk, and Channels on Purchasing Intention - The Case of Luxury Bags
宋, 弘仁

品牌形象、知覺風險、通路對購買意願影響之研究-以精品包為例 = The Impact of Brand Image, Perceived Risk, and Channels on Purchasing Intention - The Case of Luxury Bags / 宋弘仁撰 - [高雄市] : 撰者, 2015[民104]. - [12], 106面 ; 圖，表 ; 30公分.
參考書目：面92-101104年3月25日公開.
品牌形象brand image

品牌形象、知覺風險、通路對購買意願影響之研究-以精品包為例 = The Impact of Brand Image, Perceived Risk, and Channels on Purchasing Intention - The Case of Luxury Bags
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