品牌塑造對購買意願影響之影響

The Effects of the Branding to Purchasing Intentions

本研究參考相關文獻及應用修正式德菲法建立出行動網路定價策略影響因子「定價目標」、「消費者」、「產品」及「市場」此四項構面之因素指標，並建立層級架構，再運用層級分析法（AHP）求得此四項構面在定價策略影響因素之權重，並建立起權重體系。本研究於四項主要準則中，實證結果「定價目標」為影響最顯著之指標，其次為消費者、產品，權重最低則為市場因素。而若以十三項次要準則來看，「數量導向」、「利潤導向」、「需求強度」為最顯著之因素。這也反映了市占率為業者考量的首要。本研究旨在透過此研究結果，更能掌握業界定價的思維，提供類似產品線規劃上，更切確的設計方向，並也做為未來調查消費者所重視的產品價值因素之比對研究參考用。 This study, referring to relevant literature and the application of modified Delphi method, establishes four factors, such as 'pricing target', 'consumer', 'product' and 'market', and establishes a hierarchical structure, and then uses the hierarchy analysis method (AHP) to find the impact of the four aspects on the pricing strategy and establish the weights of index of the hierarchy model. This study is based on the four main criteria. The empirical results 'pricing goals' are the most significant indicators, followed by consumers, products, and the lowest weight is market factor. In terms of thirteen sub criteria, 'quantity oriented', 'profit oriented' and 'demand intensity' are the most significant factors. This also reflects the market share is the primary consideration. The purpose of this study is to grasp the thinking of the telecommunications industry in formulating prices and to provide a more accurate design direction for similar products, and to use it as a reference for future research.

Industries could create their own special brand image by complete planning and then brings irreplaceable brand equity, finally consumer loyalist the brand. Particular the degree of consumer brand loyalty because brand loyalty of consumer is mediator to affect the relationship between consumer brand equity and purchasing intentions. So that this work supposes consumer brand image would affect consumer brand equity and purchasing intentions also consumer brand equity affect consumer brand loyalty and purchasing intentions as well. Meanwhile consumer brand loyalty affect purchasing intentions, therefore consumer brand loyalty is mediator to affect the relationship between consumer brand equity and purchasing intentions. It's the reason that the brand always to be main factor when the consumer make purchasing decision. This work supposes brand image positive impacts brand equity and purchasing intentions also brand equity positive impacts brand loyalty and purchasing intentions, and brand loyalty positive impacts purchasing intentions. So that brand loyalty is mediator in the relationship between brand equity and purchasing intentions. Brand is the very important information when car sales, therefore enterprises build their brand image by mass media. And then brand image brings out brand loyalty that leads the consumer creates evaluations, the evaluations arouse favorable impression in consumer's mind. In the end the consumer worships the brand and purchasing that the reason all enterprises hardly create brand.