本國標誌性品牌企業形象及其對消費者購買意願影響之研究

A Study on Corporate Images of Local Iconic Brands and Their Effects on Consumers' Purchase Intention

本研究欲探討在社會意識與國家主義日漸高漲的年代，形成本國標誌性品牌形象的企業形象為何，及這些企業形象如何影響消費者的購買意願。本研究以台灣手機品牌為例，採量化研究法，問卷對象為北部某大學學生，得到有效樣本284份，並以結構方程式進行分析。結果發現，企業社會責任、企業經營能力及產品品質佳等企業形象，有助於本國手機品牌形成本國標誌性品牌形象；而本國標誌性品牌形象、產品品質形象及以本國消費者利益為優先的企業形象，可正向影響消費者對於本國手機品牌產品的購買意願。此外，企業重視倫理與誠信及塑造雇主品牌形象，則有助於實踐社會責任形象。因此在全球品牌競爭激烈的年代，消費者期待本國品牌具有產品品質佳、企業競爭力及能實踐社會責任的標誌性品牌形象，且在國際化同時，亦能以本國消費者利益為優先。 In an era of rising social consciousness and consumer nationalism, this study intends to investigate the corporate images of local iconic brands and their effects on consumers' purchase intentions. Taking Taiwan's smartphone brands as an example, a questionnaire survey was conducted with students of a university in northern Taiwan and 284 valid samples were collected. With an analysis using structural equation modeling, the empirical results show that the stronger the corporate image of a local smartphone brand on corporate social responsibility, corporate ability, and high product quality is, the more likely local consumers consider it a local iconic brand. Furthermore, the local iconic brand image, perceived product quality, and image of emphasizing local consumers first will significantly influence consumers' purchase intention toward the local brand. In addition, an emphasis on business ethics and employer branding enhances the corporate social responsibility image. As local brands face increasingly fierce global competition, they are expected by local consumers to be iconic, representing good quality, competitiveness, and social responsibility.