網路書店服務品質與購買意願之關係──以推薦資訊做為干擾變數

The Relationship between Bookstore Service Quality and Purchase Intention: Moderating Effects of Recommendation Information

企業可以透過完整的規劃創造其獨一無二的品牌形象，再藉由此品牌形象形成其他廠牌無法取代的品牌權益，最後造就消費者對於品牌的忠誠，尤其消費者對於是品牌忠誠度的程度，因為品牌忠誠度會中介影響消費者對於品牌權益，所以本研究認為品牌形象會正向影響品牌權益與購買意願，品牌權益也會正向影響品牌忠誠度和購買意願，而品牌忠誠度同樣會正向影響購買意願，在品牌權益以及購買意願的關係中，品牌忠誠度具有中介影響，所以品牌在消費者心中的地位一直以來都是消費者在做購買決策的主要因素。本研究認為品牌形象會正向影響品牌權益與購買意願，品牌權益也會正向影響品牌忠誠度和購買意願，而品牌忠誠度同樣會正向影響購買意願，所以在品牌權益以及購買意願的關係中，品牌忠誠度具有中介影響。汽車銷售的角度來看品牌是相當重要的參考依據，企業透過媒體上的廣告行銷來建立品牌形象，消費者根據品牌形象所帶來的品牌權益在內心對於品牌產生一定的評價，當此評價具有一定水準後，在最後會將在消費者心中形成一股無法用言語形容的好感，進而吸引消費者的崇拜，成為忠誠的品牌愛好者後成為其品牌之擁有者，因此品牌的塑造便成為各大企業的重要課題。 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.

Due to the popularization of the Internet, traditional physical bookstores gradually transform to online stores. Many consumers are seeking convenience and efficiency, and their shopping behavior has become an inevitable trend of the current information society. This study examines three constructs, namely, service quality, recommendation information, and purchase intention by consumer's demographic variables. Then, by the regression analysis, we can understand the relationship between service quality and purchase intention of online bookstore. After that, recommendation information variable was added into the model. A questionnaire survey with qualified observations from undergraduate students in Tainan area was collected. The study found that: (1) The different demographic variables have a significant impact on online bookstore's services quality recommendation information, and purchase intention; (2) The higher the consumer's perception of the service quality, the higher the purchase intention; (3) The relationship between the service quality of online bookstores and purchase intention has not been interfered with by the recommendation information provided by online bookstores. In addition, this study divides the consumers into two groups of high and low recommendation information. It is found that there are significant differences in service quality and purchase intention between groups. Finally, implications and suggestions for practitioners are also provided.