Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/97825
標題: 品牌個性與旅遊紀念品購買意願間關係之研究
The relationship between Brand Personality and Souvenir Purchase Intention
作者: 高橋花果
Motoka Takahashi
關鍵字: 品牌個性;品牌態度;購買意圖;brand personality;brand attitude;purchase intention
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摘要: 
隨著企業在市場上競爭越來越激烈,大家對品牌的興趣日益增加。品牌個性是品牌辨識很重要的構面,因為強勢的品牌個性使品牌難以被模仿,並帶來在市場差異化之價值。本研究注視近幾年常見的旅遊紀念品之兩種品牌個性—紀念品公司的品牌個性與旅遊地的品牌個性,主要目的在於探討旅遊紀念品的兩種品牌個性是否影響品牌態度,並探討品牌態度是否進而間接影響購買意願。
本研究藉由問卷調查,以日本來臺旅客為對象,在桃園國際機場第一航廈出境大廳共計發放 200份問卷,回收143份有效問卷。並以敘述性統計描述樣本型態,再以路徑分析瞭解變數間之關係。
根據參數估計之結果發現,星巴克的公司品牌個性構面之中,只有「精緻」的構面顯著影響對紀念品公司的品牌態度,而臺灣的旅遊地品牌個性構面之中,「能力」、「和平」、「真誠」與「精緻」的構面顯著影響對旅遊地的品牌態度。一方面,根據bootstrap分析之結果發現,公司品牌個性的五個構面皆顯著影響對公司的品牌態度,且旅遊地品牌個性的五個構面也皆顯著影響對旅遊地的品牌態度。本研究結果再發現,無論是紀念品公司的品牌個性方面或旅遊地的品牌個性方面,態度仍是預測購買意願的重要指標,且具有品牌個性與購買意願之間的中介角色。

As companies compete closely in the market, people's interest in brands has been increasing. Brand personality is a very important dimenssion in brand recognition because a strong brand personality makes the brand difficult to be imitated and brings value of market differentiation. This study focuses on two kinds of brand personality—that as souvenir company and tourist destination, which has been seemed in souvenirs recently. The main purpose is to examine whether the two kinds of brand personality affect brand attitude and whether brand attitude further indirectly affects purchase intention.
In this study, questionnaire surveys were conducted with Japanese tourists to Taiwan and 200 questionnaires were distributed at the first departure hall of Taoyuan International Airport. This study collected 143 valid questionnaires. Regarding to analysis method, it was conducted descriptive statistics to describe the patterns of samples at first and later used pass analysis to examine the causal effects.
According to the results of Regression Weights, this study found that 'Sophistication' dimension of brand personality as company significantly affects company's brand attitude, and 'Sincerity' and 'Sophistication' dimension of brand personality as tourist destination significantly affect tourist destination's brand attitude. On the one hand, according to the results of bootstrap analysis, this study found that five demensions of brand personality as company significantly affect souvenir company's brand attitude, and five demensions of brand personality as tourist destination also significantly affect tourist destination's brand attitude. This study also found that attitude is still an important indicator of purchase intention, both in terms of brand and destination.
URI: http://hdl.handle.net/11455/97825
Rights: 同意授權瀏覽/列印電子全文服務,2019-01-24起公開。
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