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研究生： 李佩芳
Lee, Pei-fang
論文名稱： The Relationships among Self-concept, Advertising, Brand Attitude and Purchase Intention: A Study of Domestic Vehicles
The Relationships among Self-concept, Advertising, Brand Attitude and Purchase Intention: A Study of Domestic Vehicles
指導教授： 吳宗正
Wu, Chung-cheng
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士在職專班
Institute of International Management (IIMBA--Master)(on the job class)
論文出版年： 2007
畢業學年度： 95
語文別： 英文
論文頁數： 88
外文關鍵詞： Domestic vehicles, Advertising, Self-concept, Brand attitude, Purchase intention
相關次數： 點閱：76  下載：2 
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    • In competitive automotive market, brand power is significant working. However, to persuade consumer make a decision, the car advertising express congruent with peo-ple’s self-concept might be the key point to influence brand attitude even the purchase intention. The purposes of the study were to find that advertising through self-concept will be positively or negatively influenced in consumer intention of vehicle purchasing. Besides, the investigations of the relationships among self-concept, advertising, brand attitude and purchase intention would be explored. The 42-item preliminary survey questionnaire was developed and included four constructs. This study collected 386 usable questionnaires. The study found that advertising express congruent with self-concept had positive relation with brand attitude and purchase intention. As the result, the analysis finds that hypothesis almost supported at the 0.05 significance level, so we got the direct and indirect path were supported in this study.

    ACKNOWLEDGEMENTS I ABSTRACT II TABLE OF CONTENTS III LIST OF TABLES VII LIST OF FIGURES IX CHAPTER ONE INTRODUCTION 1 1.1 Research Background 1 1.2 Research Objectives 3 1.3 Research Project 4 1.4 Research Procedure 5 1.5 The Structure of This Study 6 CHAPTER TWO LITERATURE REVIEW 8 2.1 Definition of Research Constructs 8 2.1.1 Self-concept 8 2.1.2 Advertising 12 2.1.3 Brand Attitude 14 2.1.4 Purchase Intention 16 2.2 Relationship among Research Constructs 17 2.2.1 Relationship between Self-concept and Advertising 17 2.2.2 Relationship between Advertising and Brand Attitude 18 2.2.3 Relationship between Self-concept and Brand Attitude 18 2.2.4 Relationship between Self-concept and Purchase Intention 19 2.2.5 Relationship between Brand Attitude and Purchase Intention 20 2.2.6 Relationship between Advertising and Purchase Intention 20 2.2.7 Interrelationship among Self-concpet, Aadvertising ,Brand Attitude and Purchase Intention 21 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 23 3.1 The Conceptual Model 23 3.2 Construct Measurement 24 3.2.1 Self-concept 24 3.2.2 Advertising 24 3.2.3 Brand Attitude 25 3.2.4 Purchase Intention 25 3.2.5 Information of Respondents 25 3.3 Research Hypotheses 27 3.4 Questionnaire Design 28 3.5 Sampling Plan 29 3.6 Data Analysis Procedure 29 3.6.1 Descriptive Statistic Analysis 29 3.6.2 Reliability and Validity Analysis 30 3.6.3 Factor Analysis 31 3.6.4 Anaylsis of Variance 32 3.6.5 Structural Equation Model 32 CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS 34 4.1 Descriptive Analysis 34 4.1.1 Data Collection 34 4.1.2 Characteristics of Respondents 35 4.1.3 Measurement Results for Relevant Research Variables 37 4.2 Reliability Tests 41 4.3 Factor Analysis 42 4.3.1 Self-concept 43 4.3.2 Advertising 43 4.3.3 Brand Attitude 44 4.3.4 Purchase Intention 45 4.4 Validity Analysis 45 4.4.1 Discriminate Validity 46 4.4.2 Convergent Validity 48 4.5 Analysis of Individual Differences 50 4.5.1 Differential Analysis on Gender 50 4.5.2 Differential Analysis on Marriage 51 4.5.3 Differential Analysis on Age 52 4.5.4 Differential Analysis on Education 53 4.5.5 Differential Analysis on Occupation 54 4.5.6 Differential Analysis on Salary Income 55 4.5.7 Differential Analysis on Experience 56 4.6 Structural Equation Modeling 57 4.6.1 Model Test 59 4.6.2 Path Result 61 CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS 65 5.1 Research Conclusions and Implications 65 5.2 Research Limitations and Suggestions 68 REFERENCES 70 APPENDIXES 74 Appendix A: Normality Tests of Research Factor 75 Appendix B: Questionnaire Survey in English 79 Appendix C: Questionnaire Survey in Chinese 84

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