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善因行销、品牌形象对购买意愿之研究─以台新金控为例

【中文摘要】:金融业一直是许多人期望能进入的产业,然而,台湾于2002年成为了WTO的会员之一,因此必须接受来自各国金融企业的挑战,另外,2007年的金融风暴同样给与台湾金融业重大的打击,而台湾金融市场规模较小也使台湾的金融企业难以发展。最近,台湾刚在2014年3月通

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过了海峡两岸服务贸易协议,此协议可能成为一个机会也可能成为一个威胁,唯此协议刚通过不久,因此其影响还有待观察。
综合上述可知,台湾金融产业受到几点的影响,1.市场规模大小2.国际金融环境3.政府法令规章,在此现状下,开始有企业跳脱以往的策略,以新型的行销手法来吸引消费者。许多企业使用强力的品牌形象及善因行销来影响消费者的购买意愿。因此本研究将透过台新金控此个案,探讨善因行销、品牌形象对于消费者购买意愿之影响。
本研究透过问卷发放的方式,针对台新金控协办The Color Run进行研究,并同时採用纸本问卷及网路问卷。本研究以信度分析检测问卷是否具有可信度,以叙述统计分析了解回收样本之结构,并以迴归分析了解各变数之间的关係。

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透过分析后,本研究之结果为:
1.善因行销对购买意愿具有显着影响。
2.品牌形象对购买意愿具有显着影响。
3.品牌知名度在善因行销、品牌形象与购买意愿间具有显着中介效果。
4.形象契合度在善因行销与品牌知名度间具有显着干扰效果。
【英文摘要】:A lot of people want to join the finance industry. However, when Taiwan became a member of WTO in 2002, Taiwan had to face the challenge from the International. The finance market size let finance business hard to grow up. The Finance Crisis also hit Taiwan’s finance industry in 2007. In the recent, Taiwan had approved the Cross-Strait on Trade in Services. The agreement might be a opportunity or be a threat to Taiwan.
Above of all, there are some points which will effect Taiwan’s finance industry: 1. Market size. 2. International finance environment. 3. Laws. In this situation, some business try to use new marketing strategies to attract consumer. Some business use strong brand image or cause-related marketing to effect consumer’s purchase intention. In sum, the purpose of this research is discussing the relation between cause-related marketing, brand image and purchase intention. And using Taishin Holdings be the case in the research.

In this research, I used questionary to investigate the influence when Taishin Holdings used cause-related marketing. And there are 678 participants in this research. In this research, I used reliability analysis to confirm the questionary’ reliability. Using desc

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riptive statistics to understand the sample structure. Using regression analysis to confirm the relation between variables.

The findings are as followed:
1. The cause-related marketing has significant effect on purchase intention.
2. The brand image has significant effect on purchase intention.
3. The brand awareness has mediation effect between cause-related marketing, brand
image and purchase intention.
4. The degree of image fit has moderating effect between cause-related marketing and
brand awareness.
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  • 来源:中山大学;作者:叶刘宏逸
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