產(chǎn)品品牌屬性之研究高階驗證性因素分析(參考版)
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【正文】 。 purchase intentions,” Auburn University, 2004, 120 pages。參考文獻1. Aaker, J. and Fournier, S., (1995), “A brand as a character, a partner and a person: three perspectives on the question of brand personality,” Advances in Consumer Research, , Issue 1, 2. Aaker, D. A., (1996), “Measuring brand equity across products and markets,” California Management Review, Vol. 38, No 3, Spring, 3. Aaker, J. L., (1997), “Dimensions of brand personality,” Journal of Markerting Research, Vol. 34, No 3, August, 4. Aaker, D. A., (1998), Strategic Market Management, (5 edition), New York: John Wiley and Sons Inc.5. Aaker, D. A., Batra, R. and Myers, . (1992), Advertising Management, Englewood Cliffs, NJ: PrenticeHall.6. AbrahamMurali, L. K., (1995), “Consumers’ conceptualization of apparel attributions,” Clothing and Textiles Research Journal, Vol. 13, No. 2, 7. Allen, D. E. and Olson, J. (1995), “Conceptualizing and creating brand personality: A narrative theory approach,” Advances in Consumer Research, Vol. 22, 8. Belk,R. W. (1988), “Possessions and the extended self,” Journal of Consumer Research, Vol. 15, No. 2, September, 9. Biel, A. (1993), Converting image into equity, Brand Equity and Advertising, Hillsdale, NJ: Lawrence Erlbaum Associates.10. Blattberg and Wisniewski, 198911. Chan, T. Z. and Wildt, A. R. (1994), “Price, product information, and purchase intention: An empirical study,” Journal of Academy of Marketing Science, Vol. 22, No. 1, 12. Crask, M. R. and Laskey, H. A. (1990),” A positioningbased decision model for selecting advertising messages,” Journal of Advertising Research, Vol. 30, No 4, August, 13. Douglas, J. D. and Leonard, J. P. (2000), Marketing Management, (7 edition), New York: John Wiley and Sons, Inc.14. Forsythe, S. M. (1991), “Effect of private, designer, and national brand means on shoppers’ perception of apparel equality and price,” Clothing and Textiles Research Journal, Vol. 9, 15. Forsythe, S. M. (1995), “Consumers’ use of brand name, price and physical appearance: Examining retail markers in Mexico,” Journal of Shopping Center Research, Vol. 6, No. 8, 16. Forsythe, S. M., Kim, J. O., and Petee, T. (1999), “Product cue usage in two Asian markets: A crosscultural parison,” Asia Pacific Journal of Management, Vol. 16, No. 2, August, 17. Forsythe, S. M., Presley A. B., and Caton, K. W. (1996), “Dimension of apparel equality influencing consumers’ perception,” Perceptual and Motor Skills, Vol. 83, No. 1, August, 18. Fournier, S. (1998), “Consumers and their brands: Developing relationship theory in consumer research,” Journal of Consumer Research, Vol. 24, No. 4, March, 19. Hair, J. F., Anderson, R. E., Tatham, R. L., amp。4. 未來研究建議現(xiàn)在的品牌分類除了產(chǎn)品品牌之外，也有機構(gòu)品牌、通路品牌等，吸引消費者的因素可能與產(chǎn)品品牌屬性不同。在Nokia手機品牌的路徑係數(shù)中，「價格」的路徑係數(shù)（βL= ）卻大於「使用情境」（βL= ），推測可能與Nokia品牌的訂價策略有關(guān)（價格為中等價位，且產(chǎn)品實惠耐用）。3. 外在品牌屬性各項指標(biāo)的影響力比較在路徑分析中，Levi’s與Nokia品牌的「內(nèi)在品牌屬性」影響力（γL=；γN =）皆高於「外在品牌屬性」（γL=；γN=），顯示消費者重視品牌產(chǎn)品的實際功能表現(xiàn)多過於品牌外在層面；而外在品牌屬性的四個分類中，也都以「品牌個性」的影響力為最高（βL=；βN=），其次為「使用者形象」（βL=；βN=），顯示品牌背後所隱含的抽象意念、生活型態(tài)、生理心理的渴望、理想的實現(xiàn)等等，是外在屬性當(dāng)中影響消費者購買意圖的重要因素。2. 兩種品牌的品牌屬性，模型分析結(jié)果皆為顯著本研究係探討一般產(chǎn)品品牌吸引消費者的特性（品牌屬性），故針對兩項大眾品牌（Levi’s與Nokia）進行分析，希望品牌屬性的研究結(jié)果能產(chǎn)生一致的結(jié)論。總體而言，本研究之主要發(fā)現(xiàn)及重要結(jié)論如下：1. HCFA的分析結(jié)果與模型假設(shè)一致由LESREL統(tǒng)計軟體進行品牌屬性的適合度與驗證性分析結(jié)果，顯示模型的配適度良好，而產(chǎn)品的品牌屬性也能確實分為「內(nèi)在品牌屬性」與「外在品牌屬性」，顯示突顯產(chǎn)品特徵的品牌特性可以區(qū)分為產(chǎn)品本身的實際用途與產(chǎn)品的外在特性。分析摘要如下表6所示。第二階外在品牌屬性價格使用者形象使用情境品牌個性第三階屬性內(nèi)在品牌屬性外在品牌屬性3. 適合度分析本研究針對所建構(gòu)的品牌屬性模型進行整體驗證性因素分析。2. 我對該品牌很感興趣。（只有Nokia品牌）使用情境1. 對於人們在什麼樣的場合下會穿著該品牌產(chǎn)品，有清楚的認知（例如：參加活動或與人出遊等…）。3. 該品牌的使用者具有我所喜歡的特質(zhì)。使用者形象1. 如果可以像廣告中穿著該品牌的模特兒一樣，那將會是不錯的。2. 就該品牌的訂價水準(zhǔn)而言，它的產(chǎn)品是好的產(chǎn)品。3. 該品牌的產(chǎn)品製做工藝良好（ex：車工、剪裁…）。29 / 29表5 衡量變項之驗證性因素分析及信度檢定Levi’s品牌Nokia品牌檢定項目估計係數(shù)tvalueCronbach’s Alpha平均變異萃取估計係數(shù)tvalueCronbach’s Alpha平均變異萃取第一階內(nèi)在品牌屬性1. 我認為該品牌的產(chǎn)品具有一致的品質(zhì)。本研究在建構(gòu)效度的驗證上採取驗證性因素分析的方法（Confirmatory Factor Analysis，C
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