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博碩士論文 etd-0517114-125409 詳細資訊
Title page for etd-0517114-125409
論文名稱
Title
善因行銷、品牌形象對購買意願之研究─以台新金控為例
The Influence of Cause-Related Marketing and Brand Image on Purchase Intention: A Case Study of Taishin Holdings
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
89
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-06-17
繳交日期
Date of Submission
2014-06-17
關鍵字
Keywords
形象契合度、購買意願、品牌知名度、品牌形象、善因行銷
Degree of Image Fit, Purchase Intention, Brand Awareness, Brand Image, Cause-Related Marketing
統計
Statistics
本論文已被瀏覽 5718 次,被下載 137
The thesis/dissertation has been browsed 5718 times, has been downloaded 137 times.
中文摘要
金融業一直是許多人期望能進入的產業,然而,台灣於2002年成為了WTO的會員之一,因此必須接受來自各國金融企業的挑戰,另外,2007年的金融風暴同樣給與台灣金融業重大的打擊,而台灣金融市場規模較小也使台灣的金融企業難以發展。最近,台灣剛在2014年3月通過了海峽兩岸服務貿易協議,此協議可能成為一個機會也可能成為一個威脅,唯此協議剛通過不久,因此其影響還有待觀察。
綜合上述可知,台灣金融產業受到幾點的影響,1.市場規模大小2.國際金融環境3.政府法令規章,在此現狀下,開始有企業跳脫以往的策略,以新型的行銷手法來吸引消費者。許多企業使用強力的品牌形象及善因行銷來影響消費者的購買意願。因此本研究將透過台新金控此個案,探討善因行銷、品牌形象對於消費者購買意願之影響。
本研究透過問卷發放的方式,針對台新金控協辦The Color Run進行研究,並同時採用紙本問卷及網路問卷。本研究以信度分析檢測問卷是否具有可信度,以敘述統計分析了解回收樣本之結構,並以迴歸分析了解各變數之間的關係。
透過分析後,本研究之結果為:
1.善因行銷對購買意願具有顯著影響。
2.品牌形象對購買意願具有顯著影響。
3.品牌知名度在善因行銷、品牌形象與購買意願間具有顯著中介效果。
4.形象契合度在善因行銷與品牌知名度間具有顯著干擾效果。
Abstract
A lot of people want to join the finance industry. However, when Taiwan became a member of WTO in 2002, Taiwan had to face the challenge from the International. The finance market size let finance business hard to grow up. The Finance Crisis also hit Taiwan’s finance industry in 2007. In the recent, Taiwan had approved the Cross-Strait on Trade in Services. The agreement might be a opportunity or be a threat to Taiwan.
Above of all, there are some points which will effect Taiwan’s finance industry: 1. Market size. 2. International finance environment. 3. Laws. In this situation, some business try to use new marketing strategies to attract consumer. Some business use strong brand image or cause-related marketing to effect consumer’s purchase intention. In sum, the purpose of this research is discussing the relation between cause-related marketing, brand image and purchase intention. And using Taishin Holdings be the case in the research.

In this research, I used questionary to investigate the influence when Taishin Holdings used cause-related marketing. And there are 678 participants in this research. In this research, I used reliability analysis to confirm the questionary’ reliability. Using descriptive statistics to understand the sample structure. Using regression analysis to confirm the relation between variables.

The findings are as followed:
1. The cause-related marketing has significant effect on purchase intention.
2. The brand image has significant effect on purchase intention.
3. The brand awareness has mediation effect between cause-related marketing, brand
image and purchase intention.
4. The degree of image fit has moderating effect between cause-related marketing and
brand awareness.
目次 Table of Contents
第一章 緒論 1
第一節 背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 善因行消 4
第二節 品牌形象 7
第三節 品牌知名度 10
第四節 購買意願 13
第五節 形象契合度 15
第六節 各變數之間的關連性 18
第七節 文獻小結與評述 21
第三章 研究方法 22
第一節 研究架構 22
第二節 各變數操作型定義與衡量方式 24
第三節 問卷設計 26
第四節 實證計畫 31
第四章 資料分析與結果 34
第一節 信度與效度分析 34
第二節 有效樣本分佈 41
第三節 有效樣本特徵 42
第四節 各構面之分析 46
第五節 善因行銷與品牌形象對購買意願影響之驗證 49
第六節 品牌知名度中介效果之驗證 53
第七節 形象契合度對善因行銷及品牌知名度干擾效果之驗證 55
第五章 結論與建議 56
第一節 研究結論 56
第二節 研究貢獻 60
第三節 管理意涵 61
第四節 研究限制與未來研究方向 62

參考文獻 64
附錄一:本研究問卷 68
附錄二:產業分析與個案描述 73
第一節 產業分析 73
第二節 台新金控個案描述 76
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