品牌聯名的行銷策略對消費者產品接受度及購買意願之影響：以社會認同與社群影響為中介變數

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Title:	品牌聯名的行銷策略對消費者產品接受度及購買意願之影響：以社會認同與社群影響為中介變數
Authors:	林蕙禕;Lin, Hui-Yi
Contributors:	企業管理學系
Keywords:	品牌聯名;便利商店通路;產品接受度;購買意願;社會認同;社群影響
Date:	2020-03-04
Issue Date:	2020-06-05 17:08:25 (UTC+8)
Publisher:	國立中央大學
Abstract:	本研究目的為探討台灣便利商店通路與國外知名品牌的品牌聯名行銷策略對消費者產品接受度及購買意願之影響，以及社會認同與社群影響對於消費者在此決策過程中所產生的中介效果。研究方法採取問卷調查法，以網路線上問卷進行抽樣，共收集290份有效問卷進行分析。研究結果發現，品牌配適、知覺品質與知覺稀少三者皆對於產品接受度與購買意願具有顯著影響；而社會認同、社群影響分別對於品牌配適、知覺品質、知覺稀少與產品接受度、購買意願間的關係上具有部分中介效果。本研究學術上闡明消費者面對品牌聯名時如何建構決策過程；實務上則可作為企業採取品牌聯名行銷策略之參考。;The purposes of this research are to explore the co-branding strategies in terms of their effects on consumers’ product acceptance and purchase intention, and to further evaluate the mediating effects of social identity and social media influence in the process. An online survey (N = 290) with convenience sampling was conducted. The results showed that brand fit, perceived quality, and perceived scarcity had significant influences on product acceptance and purchase intention,respectively. Secondly, social identity and social media influence partially meditated the effects of brand fit, perceived quality, and perceived scarcity on product acceptance as well as purchase intention. Theoretical and managerial implications are discussed.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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