服務品質與品牌形象對購買意願之影響

The Influence of Service Quality and Brand Image on Purchase Intention

機車是國內數量最多的運輸工具，機車廠商除了重視其服務品質外，還必須重視品牌形象，因為服務品質及品牌形象可能會影響消費者選擇該廠商機車的意願。本研究以「服務品質」為自變項，「品牌形象」為干擾變項，以「購買意願」做為依變項，來探討「服務品質」與「購買意願」受「品牌形象」的影響。本研究以個案科大學生為研究對象，以敘述統計分析、獨立樣本t檢定、單因子變異數分析與層級迴歸等分析法分析資料。研究結果發現：（1）消費者的不同人口統計變項對機車之服務品質、品牌形象及購買意願是有影響；（2）消費者對機車之服務品質有較高的滿意度，則對機車購買意願亦較強烈；（3）品牌形象對消費者購買機車之服務品質與購買意願兩者間的關係並未有顯著的干擾效果，但分成高、低兩品牌形象群來做構面之影響分析時，發現高、低品牌形象在服務品質及購買意願上有差異。最後依據研究發現提出實務建議。

Taiwan's most popular transportation mode is scooters. Besides service quality, scooter manufacturers may pay attention to perceptions and acceptances of customers on their own brand. Because service quality and a customer's perception of the brand may affect a customer's acceptance, and these may also indirectly result in their different purchase intentions on the decision of the brand. Thus, this study uses demographic variables to understand their differences, and then discuss the impact of ‘service quality' and ‘purchase intention' on ‘brand image'. The data collected were analyzed by SPSS software for descriptive statistical analysis, independent sample t test, one-way ANOVA and hierarchical regression analysis. The results show that: (1) different demographic variables of consumers have significant influences on motorcycle service quality, brand image and purchase intention; (2) when customers have higher degree of satisfaction with the scooter service quality, they will have a higher scooter purchase intention; (3) the relationship between service quality and purchase intention has not been significantly moderated by brand image. But if customers are divided into high or low groups of brand image, there are statistically significant differences between service quality and purchase intention. Finally, the practical recommendations are provided.