The Effects of Brand Awareness, Co-branding and Price of Product on Customer's Perceived Quality, Perceived Risk and Purchase Intention – A Case Study on Taiwan-made Products with MIT Smile Logo

In order to make products which are made in Taiwan more competitive in the market, Industrial Development Bureau, Ministry of Economic Affairs, has issued the Taiwan-made Product MIT Smile Logo certification in 2009. This logo can prove certified products has great quality through the third party with the credible authentication institution. The purpose of this study is to examine if the product has MIT smile logo certification, consumers will increase confidence in the product and purchase intention. This study use three independent variables including brand awareness, co-branding with MIT Smile Logo and product price to examine these independent variables how to influence consumers' perceived quality, perceived risk and then affect the purchase intention of consumers in different situation. In part of the research methods, this study used the experimental design method to design 16 different types of questionnaires (high/low degree of product involvement, high/low brand awareness, with/without MIT Smile Logo, high/low price). The object of study is for the general public consumers and the questionnaires use Likert 5-Point Scale. We used T-test to investigate the differences of perceived quality and perceived risk between high/low brand awareness, with/without MIT Smile Logo and high/low price. The relationship between perceived quality, perceived risk and purchase intention was used linear regression to examine. The results of the study reveal that no matter how high or low degree of product involvement, the conclusion of these research hypotheses are the same. Perceived quality is higher while perceived risk is lower when the product has higher brand awareness or is marked a co-branding which named MIT Smile Logo. Furthermore, it also shows that different prices have no impact on perceived quality and perceived risk. Finally, this study finds out there is a positive relationship between perceived quality and purchase intention. On the other hand, a negative relationship between perceived risk and purchase intention is founded.為使台灣製產品在市場上更有競爭力，經濟部工業局在2009年推出MIT微笑標章認證，透過第三方具公信力的驗證機構證明通過認證的產品具有良好的品質。本研究旨在探討消費者是否會因為產品具有MIT微笑標章認證，而增加對該產品的信心及購買意願。本研究利用品牌知名度、MIT微笑標章聯合品牌以及產品價格的高低這三個自變數，檢驗產品在不同情況下，如何影響消費者的知覺品質、知覺風險，進而影響到消費者的購買意圖。 在研究方法的部分，本研究利用實驗設計法設計十六種不同類型的問卷(產品涉入程度的高低、品牌知名度的高低、有無標示MIT微笑標章聯合品牌、高價與低價)，研究對象為一般的大眾消費者，以李克特五點尺度量表進行問卷施測，並針對回收的問卷資料進行敘述性統計分析、信度分析、效度分析、變異數分析、差異性分析與迴歸分析，求得假說之驗證。 研究結果發現，不論產品涉入程度高或低，對於本研究假設的結論皆相同，而品牌知名度和聯合品牌對知覺品質及知覺風險具有顯著性差異；產品價格對於知覺品質與知覺風險皆無顯著差異；知覺品質與購買意圖呈現正向關係；知覺風險與購買意圖呈現負向關係。最後，根據本研究分析結果，提出理論與實務意涵，並針對未來研究方向提出建議。第一章 緒論 1 1.1 研究背景 1 1.2 研究動機與目的 4 第二章 文獻探討 6 2.1 品牌知名度 6 2.2 聯合品牌 7 2.3 產品價格 9 2.4 知覺品質 10 2.5 知覺風險 11 2.6 購買意圖 14 2.7 品牌知名度與知覺品質的關係 16 2.8 聯合品牌與知覺品質的關係 16 2.9 產品價格與知覺品質的關係 17 2.10 品牌知名度與知覺風險的關係 18 2.11 聯合品牌與知覺風險的關係 18 2.12 產品價格與知覺風險的關係 19 2.13 知覺品質與購買意圖的關係 19 2.14 知覺風險與購買意圖的關係 20 第三章 研究方法 21 3.1 研究架構 21 3.2 研究範圍與對象 21 3.3 研究設計 22 3.4 統計分析方法 28 第四章 資料分析與研究結果 31 4.1 抽樣過程 31 4.2 敘述性統計 31 4.3 抽樣誤差檢定 37 4.4 信度分析 39 4.5 效度分析 40 4.6 MANOVA分析 45 4.7 研究假說驗證 50 第五章 結論 64 5.1 研究結論 64 5.2 學術貢獻與實務意涵 69 5.3 研究限制與未來發展建議 71 參考文獻 73 附錄 8