品牌形象、消費者從眾行為與價格敏感度影響之研究 林佩瑩、倪家珍
E-mail: 9800871@mail.dyu.edu.tw
摘 要
本研究主要探討消費者不同的情境下的從眾行為，對品牌形 象、消費者從眾行為與價格敏感度之間是否產生不同的影響，
主 要是透過品牌皮包為研究標的，來進行品牌形象與消費者從眾行 為對價格敏感度影響之分析。 本研究受測對象，為17 歲以上具有獨立採購之男、女性消費 者，回收有效樣本230 份，採用SPSS 統計檢定，來驗證本研究從 眾行為、品牌形象 與價格敏感度之間的相關性。研究發現品牌形 象、從眾行為和資訊性從眾行為與價格敏感度成正相關，而規範 性從眾行 為與價格敏感度間並沒有相關性。
關鍵詞 : ：品牌形象(brand image)、消費者從眾行為(consumer behavior)、價格敏感度(price sensitivity) 目錄
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．． vi 表 目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．．．．． ix 第一 章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．．． 1 第二節 研究目 的．．．．．．．．．．．．．．． 2 第三節 研究範圍．．．．．．．．．．．．．．． 3 第四節 研究流程．．．．．
．．．．．．．．．． 3 第二章 文獻探討．．．．．．．．．．．．．．．．． 5 第一節 品牌形象．．．．．．．．．
．．．．．． 5 第二節 價格敏感度．．．．．．．．．．．．．． 9 第三節 從眾行為．．．．．．．．．．．．．．．
12 第三章 研究方法．．．．．．．．．．．．．．．．． 25 第一節 操作型定義．．．．．．．．．．．．．． 25 第二 節研究架構．．．．．．．．．．．．．．． 26 第三節 研究假設．．．．．．．．．．．．．．． 26 第四節 問卷設計
．．．．．．．．．．．．．．． 28 第五節 抽樣設計．．．．．．．．．．．．．．． 31 第六節 資料分析方法．．．
．．．．．．．．．． 31 第四章 資料分析與結果．．．．．．．．．．．．．． 34 第一節 樣本基本資料分析．．．．
．．．．．．． 34 第二節 研究變數之信效度分析．．．．．．．．． 35 vi 第三節 研究假設之檢定．．．．．．．．．
．．． 41 第五章 結論與建議．．．．．．．．．．．．．．．． 48 第一節 結論．．．．．．．．．．．．．．．．．
48 第二節 建議．．．．．．．．．．．．．．．．． 50 第三節 研究限制．．．．．．．．．．．．．．． 52 參考文獻
．．．．．．．．．．．．．．．．．．．．．． 53 附錄 問卷．．．．．．．．．．．．．．．．．．．． 70 vii 表目 錄 表 4- 1 有效樣本人口基本資料．．．．．．．．．．．．． 34 表 4- 2 價格敏感度信效度檢驗分析．．．．．．．．．
．． 35 表 4- 3 品牌形象信效度檢驗分析表．．．．．．．．．．． 37 表 4- 4 更新品牌形象信效度檢驗分析表．．．．．
．．．． 38 表 4- 5 從眾行為信效度檢驗分析表．．．．．．．．．．． 40 表 4- 6 價格敏感度與各變數間的相關分析表．
．．．．．． 41 表 4- 7 價格敏感度與各子構面的相關分析表．．．．．．． 42 表 4- 8 性別在價格敏感度上差異化之檢定
．．．．．．．．． 42 表 4- 9 薪資所得在價格敏感度上差異化之檢定．．．．．．． 43 表 4-10 婚姻在價格敏感度上差 異化之檢定．．．．．．．． 43 表 4- 11 教育程度在價格敏感度上差異化之檢定．．．．．． 43 表 4- 12 從眾行為高低在 價格敏感度上差異化之檢定．．．． 44 表 4- 13 規範性從眾行為高低在價格敏感度上差異化之檢定44 表 4- 14 資訊性從眾 行為高低在價格敏感度上差異化之檢定44 表 4- 15 品牌形象與價格敏感度之階層迴歸分析．．．．．． 45 表 4- 16 消費者 從眾行為與價格敏感度之階層迴歸分析．． 46 表 4- 17 資訊性從眾行為、規範性從眾行為與價格敏感度之 階層.歸分析．
．．．．．．．．．．．．．．．．．．．． 47 表 5- 1 研究假設檢定結果彙整表．．．．．．．．．．．．．． 48 viii ix 圖目錄 圖 1-1 研究流程．．．．．．．．．．．．．．．．．． 4 圖 3-1 研究架構圖．．．．．．．．．．．．．．．．
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