探討台北市音樂才藝班之家長購買意願

Discussing the purchase intention of parents of music talent classes in Taipei City

本研究以臺北市音樂補習班為例，探討品牌形象、口碑、知覺價值對顧客購買意願的影響。臺北市音樂立案補習班近年持續增長，競爭激烈，提升其競爭力尤為重要。研究目的包括分析品牌形象對知覺價值、顧客購買意願和口碑的影響，以及知覺價值和口碑對顧客購買意願的影響。研究流程依次為確定主題、文獻探討、建立假說、設計問卷、回收分析和提出建議。文獻探討涵蓋音樂補習班產業概況、品牌形象（定義及構面）、口碑（定義及衡量構面）、知覺價值（定義及衡量構面）和顧客購買意願（定義及構面）。研究假設品牌形象對知覺價值、顧客購買意願和口碑有正向影響，知覺價值和口碑也正向影響顧客購買意願。研究變項操作型定義和問卷設計參考文獻，包含品牌形象、口碑、知覺價值和顧客購買意願各構面的具體題項，採用Likert五點量表測量。資料分析運用SPSS 27，包括敘述性統計、信度、效度、因素、相關和迴歸分析。正式問卷發放前先進行前測，以提高準確性和可靠性。

This study takes the Taipei Music cram school as an example to explore the influence of brand image, reputation and perceived value on customers' purchase intention. In recent years, Taipei music filing cram school continues to grow, and the competition is fierce, so it is particularly important to enhance its competitiveness. The research objectives included analyzing the influence of brand image on perceived value, customer purchase intention and word of mouth, as well as the influence of perceived value and word of mouth on customers' purchase intention. The research process was successively theme determination, literature discussion, hypothesis establishment, questionnaire design, recovery analysis and suggestions. The literature discussion covers the industry overview of music cram school, brand image (definition and structure), reputation (definition and measurement), perceptual value (definition and measurement) and customer purchase intention (definition and structure). The study assumes that brand image has a positive impact on perceived value, customers 'purchase intention and reputation, and perceived value and reputation also positively affect customers' purchase intention. The definition of variable operation type and questionnaire design references, including the specific items of brand image, reputation, perceived value and customers' purchase intention, were measured by Likert five-point scale. Data analysis using SPSS 27, including narrative statistics, reliability, validity, factors, correlation and regression analysis. Pre-testing was conducted before the formal questionnaire to improve accuracy and reliability.