多通路品牌形象及信任對行為意圖之影響

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張涵鈞(Han-Chun Chang) 查詢紙本館藏

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資訊管理學系

論文名稱

多通路品牌形象及信任對行為意圖之影響
(The Effects of Multichannel Brand Image and Trust on Consumer Behavioral Intention)

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摘要(中)

品牌是消費者辨識業者的重要依據，也是影響消費者進行購買決策時的關鍵。而網購市場的蓬勃發展，除了帶動消費者消費模式的改變外，也吸引不少實體業者開展多通路策略進軍線上市場。消費者在進行購買決策時，開始使用不同的通路進行資訊的收集和購買；而業者也開始拓展不同通路藉以增加與消費者接觸的管道並提供給消費者更多選擇機會。
因此，本研究透過相關文獻回顧，探討在不同通路間，多通路業者的實體與線上通路的品牌形象以及信任是如何相互影響，並進而影響消費者的線上行為意圖。本研究以Kwon and Lennon (2009)針對多通路零售商進行品牌形象在不同通路間的研究模型做為基礎，更進一步採用Kuan and Bock (2007)針對品牌信任進行不同通路間影響的探究，並探討其對於線上行為意圖的影響。除此之外，本研究也針對不同品牌間對於品牌形象與信任之間的關係是否具有調節作用進行探討。
本研究針對由實體拓展至線上販售服飾的業者進行研究，經過前測挑選出Muji和HangTen兩個品牌，採取便利抽樣，針對曾造訪過其實體商店的消費者進行研究，共回收252問卷，有效問卷為230份。使用SPSS 17.0和AMOS 18.0進行相關統計分析以及結構方程模式驗證，得到實證結果如下；
一、消費者對於該業者的品牌形象及信任，會在實體與線上通路間轉移。
二、不論在實體還是線上環境，品牌形象皆會影響消費者對於該業者的信任。
三、不同的品牌在實體到線上品牌形象和信任的轉移不具調節作用，但在線上品牌形象到信任及影響線上行為意圖方面，HangTen的影響程度大於Muji。
本研究可提供給多通路業者品牌形象的管理方針。業者應該針對多通路進行行銷策略的開展，並企圖去連結消費者對於實體以及線上環境的連結，加強網站績效以增加線上品牌形象以留住舊有顧客並吸引新顧客的策略，以期為公司帶來更多的獲利。

摘要(英)

Consumers’ shopping behavior has changed ever since the internet began to drive the business environment. They use different channels to search or get information during their purchasing process. The retailers started to adopt a multichannel strategy, providing different channels for consumers to have more choices while shopping. In the multichannel environment, brand is one of the factors that consumers consider while making their purchasing decisions. Moreover, trust is also a crucial point that influences consumer’s purchasing decisions.
The study reviews past literatures about the multichannel environment to develop the conceptual framework and refers to the research of Kwon & Lennon (2009) and Kuan & Bock (2007). The study focuses on multichannel retailers and probes into the interaction between brand image and trust for both physical and online stores, as well as its impact on the motivation of consumer online shopping. Therefore, the study chose the apparel industry, the most frequently bought product in online shopping. A convenience sample of 230 college students participated in an experiment with two brands, Muji and HangTen. Results reveal that offline brand image exerts significant effects on online brand image and offline brand trust, and online brand image also influences online brand trust and online purchasing intention. However, the moderating effect is insignificant. Only in the online environment is the influence of HangTen more than Muji.
These results provide implications for the brick-and-click retailer, pointing out the direction of brand image management to the retailers. They have to focus on development of multichannel marketing strategies to link the offline and online channels and improve online performance to gain the online brand image and attract new consumers and retain old consumers.

關鍵字(中)

★ 品牌形象
★ 品牌信任
★ 電子商務
★ 多通路

關鍵字(英)

★ e-commerce
★ brand trust
★ brand image
★ multichannel retailer

論文目次

1. Introduction 1
1.1 Research background and motivation 1
1.2 Research purpose 4
1.3 Overview the Chapter 4
2. Conceptual Background 5
2.1 Conceptual framework 5
2.2 Brand image 7
2.2.1 The effect of offline brand image on online brand image 8
2.3 Trust 9
2.3.1 The effect of brand image on brand trust 10
2.3.2 The effect of offline brand trust on online brand trust 11
2.4 Online behavioral intention 12
2.4.1 The effect of online brand image on online behavioral intention 12
2.4.2 The effect of online brand trust on online behavioral intention 13
2.5 The moderate effect of brand 14
3. Research Method 16
3.1 Stimulus and Pretest 17
3.2 Research Design 18
3.2.1 Questionnaire Design 18
3.2.2 Sample and Data Collection 18
3.2.3 Procedure 18
3.3 Measures 19
3.4 Data Analysis Method 21
3.4.1 Descriptive Statistics 21
3.4.2 Reliability 21
3.4.3 Validity 22
3.4.4 Hypothesis testing 22
4. Analysis and Results 24
4.1 Pretest Analysis 24
4.2 Descriptive Statistics 25
4.3 Reliability and Validity 29
4.3.1 Reliability Analysis 29
4.3.2 Validity Analysis 29
4.4 Model Testing 34
4.4.1 Model Fit Testing 34
4.4.2 Hypotheses Testing 35
5. Conclusion and Implication 40
5.1 Conclusion 40
5.2 Managerial implication 43
5.3 Research Limitations and Future Research 45
5.3.1 Limitations 45
5.3.2 Future research 45
Reference 47
Appendix Questionnaire 55

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指導教授

李小梅(Li Shau-Mei Wang)

審核日期

2010-7-5

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