行銷科學學報最新文献

{"title":"綠色行銷、企業社會責任、企業形象對消費者購買意願之 關聯性研究－以科技產品為例","authors":"李嘉恩 李嘉恩, 賴明材 賴明材","doi":"10.53106/181666012023101902003","DOIUrl":"https://doi.org/10.53106/181666012023101902003","url":null,"abstract":"<p>隨著工業及科技的蓬勃發展，地球資源被大量開發，使得全球氣溫升高、極端氣候發生的頻率增加，各國政府、企業也紛紛開始投入綠色保護的行列。因此，本研究旨在探討綠色行銷、企業社會責任、企業形象與購買意願等四個構面之關聯性。研究結果顯示，綠色行銷、企業社會責任及企業形象都會正向顯著影響消費者之購買意願，企業社會責任及企業形象也會間接影響綠色行銷對消費者購買意願。企業若更加重視環境及社會等議題並在行銷、執行、管理方面進行相關改善，可提升企業本身對於企業社會責任的重視外，也對於企業本身的形象能夠有所提升，連帶著消費者購買意願也將隨之增加。</p> <p>&amp;nbsp;</p><p>It has been a goal for governments and enterprises to achieve the issues of environmental protection and sustainable development. Since environmental changes and climate instability have caused consumers&amp;rsquo; interest in green products, firms have started to focus on green issues and launch environmental policies to reduce environmental pollution. Therefore, this study aims to discover the relationship among green marketing, corporate social responsibility, corporate image, and consumers&amp;rsquo; purchase intention. The results show that green marketing, corporate social responsibility and corporate image will have positive effect on consumers&amp;rsquo; purchase intention, furthermore, and corporate social responsibility and corporate image will have indirect effect between green marketing and consumers&amp;rsquo; purchase intention. If enterprises pay more attention to environmental and social issues and make relevant improvements in marketing, execution, and management, it will not only enhance the company’s emphasis on corporate social responsibility, but also improve the corporate image of the enterprise, and consumers&amp;rsquo; purchase intention will increase accordingly.</p> <p>&amp;nbsp;</p>","PeriodicalId":485451,"journal":{"name":"行銷科學學報","volume":"68 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136247984","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"有機農產品品牌真實對消費者創新抵制之影響：以品牌信任、從眾效應與年齡為中介與調節變數","authors":"黃朝欽 黃朝欽, 連奕勛 連奕勛","doi":"10.53106/181666012023101902004","DOIUrl":"https://doi.org/10.53106/181666012023101902004","url":null,"abstract":"<p>過去研究多探討消費者創新接受，但新產品失敗度高，文獻討論創新抵制因素卻較少，本研究希望了解消費者創新抵制因素，特別是有機農產品。本研究採用問卷方法，以台灣18~55歲消費者為對象，共收集322份有效問卷，並以SPSS 24.0及SmartPLS 4.0做為資料分析的工具。本研究發現：1).品牌真實正向影響品牌信任與從眾效應；2).品牌信任與從眾效應同等程度影響創新抵制；3).品牌信任及從眾效應具有中介效果；4).年齡(年輕組vs.中年組)具部分調節效果。本研究有下列貢獻：1).探討新產品消費者抵制的主要因素（前置與中介），補充創新抵制文獻缺口；2).提出有機農產業者新產品上市的建議，特別是針對年輕與中年組群不同的行銷策略；3).以Keller （2009; 2019）的品牌共鳴金字塔為理論基礎，並呼應該理論之論點，亦即理性（品牌信任）與感性（從眾效應）路徑同等影響消費者-品牌關係（創新抵制）；4).呼應創新障礙理論的風險與形象障礙（Laukkanen et al., 2007）與主動與被動創新抵制理論（Heidenreich &amp; Kraemer, 2016）。</p> <p>&amp;nbsp;</p><p>While prior studies discussed consumer innovation acceptance, however, literature focusing on innovation resistance still remained limited. This study hence aims to understand the factors influencing consumer innovation resistance, particularly organic agricultural products. It uses survey as the methodology and collects data from consumers aged between 18 and 55 in Taiwan. A total of 322 valid questionnaires were collected, and analyzed using SPSS 24.0 and SmartPLS 4.0. This study finds the following results: 1). Brand authenticity positively affects brand trust and conformity effect; 2). Brand trust and conformity effect equally influence innovation resistance; 3). Both brand trust and conformity effect have the mediating effects on the relationships between brand authenticity and innovation resistance; 4). Age (young group vs. old group) has the partial moderating effects. This study contributes as follows: 1). To demonstrate the antecedent and mediators influencing consumer innovation resistance and to fill up literature gap; 2). To propose marketing strategies that help to promote new organic agricultural products; 3). This study uses Keller&amp;rsquo;s brand resonance pyramid (2009; 2019) as the theoretical lens and the results also echo with this theory, i.e., rational route (brand trust) and emotional route (conformity effect) equally influence consumer-brand relationship (i.e., innovation resistance); 4). It also echoes with the innovation barrier theory, particularly risk and image barriers (Laukkanen et al., 2007) and with the active and passive innovation resistance theory (Heidenreich &amp; Kraemer, 2016).</p> <p>&amp;nbsp;</p>","PeriodicalId":485451,"journal":{"name":"行銷科學學報","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136247983","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"亞太市場智慧型與功能型手機之銷售分析","authors":"蔡璧徽 蔡璧徽, 黃椿煒 黃椿煒","doi":"10.53106/181666012023101902002","DOIUrl":"https://doi.org/10.53106/181666012023101902002","url":null,"abstract":"本研究針對亞太地區功能型手機與智慧型手機進行銷售分析，首度運用Lotka-Volterra模型探討智慧型手機取代功能型手機的演化過程。過去行銷領域中有關行銷研究多以問卷為主，缺少實際銷售量佐證，因此，本研究以蒐集亞太地區之智慧型手機與功能型手機的每季銷售總額，運用Lotka-Volterra模型分析智慧型手機取代功能型手機的關係，本研究進而比較Lotka-Volterra模型與傳統Bass模型的預測能力，探討本研究所提出的Lotka-Volterra模型是否較傳統Bass模型精確。本研究結果發現口碑效果主導智慧型手機與功能型手機的銷售擴散，研究結果隱含消費者會參考既有手機消費者的口碑購買手機，此外，本研究參數結果顯示智慧型手機銷售額增加會造成功能型手機銷售額衰退，但功能型手機銷售額對智慧型手機的銷售成長無明顯影響，在亞太市場中存在偏害共生的關係，研究結果隱含智慧型手機除了傳統功能型手機的通訊功能，尚包括攝影、電子商務、觸控面板、媒體、網路、遊戲、和娛樂等功能，隨智慧型手機技術成熟，消費者傾向購買智慧型手機取代功能型手機，亞太地區智慧型手機市場會侵蝕功能型手機市場。本研究進而發現Lotka-Volterra模型預測智慧型手機和功能型手機的銷售量，較傳統Bass模型更為精確，研究結果顯示考量智慧型手機替代功能型手機的Lotka-Volterra模型預測能力較佳。最後，本研究發現季節調整的Lotka-Volterra模型預測能力較Lotka-Volterra模型為佳，研究結果隱含手機銷售的季節效果。\u0000 This study for the first time uses the Lotka-Volterra model to analyze the relationships between smartphones and feature phones. Most of the marketing research utilizes questionnaires, lacking evidence of actual sales volume. Therefore, this study collects the quarterly sales volume data of the mobiles in the Asia-Pacific area from the first quarter of 2008 to the fourth quarter of 2019 as our sample. We further conduct predictive analysis to explore the accuracy between the Lotka-Volterra model and the Bass model. The results of this study found that the word-of-mouth effect dominates the sales diffusion of smartphones and feature phones. The research results imply that consumers will purchase mobile phones with reference to the word-of-mouth of existing mobile phone consumers. In addition, the parameter results of this study show that there is an amensalism relationship between smartphones and feature phones in the Asia-Pacific mobile phone market. The increase in sales of smartphones will lead to a decline in the sales of feature phones, but the sales of feature phones have no significant impact on the sales growth of smartphones. In addition to the communication functions of traditional feature phones, smartphones also include functions such as photography, e-commerce, touch panels, media, the internet, games, and entertainment. With the maturity of smartphone technology, consumers tend to buy smartphones to replace feature phones, and the smartphone market in the Asia-Pacific region will erode the feature phone market. In terms of model accuracy, the Lotka-Volterra model predicts the sales volumes of smartphones and feature phones more accurately than the traditional Bass model. The results show that the Lotka-Volterra model considering the replacement of feature phones by smartphones has a better predictive ability. Finally, this study found that the seasonally adjusted Lotka-Volterra model outperforms the Lotka-Volterra model in predicting sales volumes, which implies the seasonal effect of mobile phone sales.","PeriodicalId":485451,"journal":{"name":"行銷科學學報","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136247985","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"新興市場企業品牌價值之影響因素分析：產業、企業或國際化因素","authors":"姚樂潔 姚樂潔, 林芷安 林芷安, 許嘉文 許嘉文, 陳厚銘 陳厚銘","doi":"10.53106/181666012023101902001","DOIUrl":"https://doi.org/10.53106/181666012023101902001","url":null,"abstract":"<p>新興國家企業，近十幾年來的發展，在國際市場上的地位逐漸顯著。雖然大部份國際市場久經歐美國家品牌佔據，對眾多新興國家企業發展全球市場造成阻礙，但新興國家企業依舊努力進軍國際市場，摸索適合自身的品牌建構與企業國際化途徑。<br />本研究主要以新興國家的中國大陸企業為研究對象，並根據2012-2021年Interbrand發佈的《中國50大最佳品牌排行榜》做為研究資料，嘗試分析新興市場企業品牌價值的來源是出自產業因素抑或是企業因素？又何種情況下出自產業，何者情況下出自企業因素？而企業國際化在此品牌價值建構中又扮演何種角色？實證研究結果顯示，在快速成長的市場中，產業因素扮演重要的品牌價值趨動力。相反地，在成熟市場中，企業因素則是扮演重要的品牌價值趨動力。此外，企業國際化程度對企業品牌價值的貢獻，會因市場的成熟度不同而有差異；愈成熟的市場，企業國際化對品牌價值影響程度愈高。</p> <p>&amp;nbsp;</p><p>In recent decades, firms from emerging countries gradually became notable in the international market. Although most international markets had been occupied by European and American brands for long, which has become a hindrance for companies from emerging countries to develop a global market, enterprises from emerging countries still strive to build their own brands and internationalize in their own fashion.</p> <p>This study focuses on the enterprises from China, a notable emerging economy. Based on the &amp;quot;China’s 50 Best Brands List&amp;quot; released by Interbrand from 2012 to 2021, this paper attempts to discover whether and when the source of brand value for enterprises in emerging markets is from industrial effect or corporate effect? Moreover, what role does corporate internationalization play in this process? The empirical results show that in a rapidly growing market, industry factors play an important role for brand value. Contrastingly, in mature markets, corporate factors play the important role for brand value. In addition, the contribution of corporate internationalization to corporate brand value varies with the maturity of the market. The more mature a market is, the higher the impact of corporate internationalization on brand value becomes.</p> <p>&amp;nbsp;</p>","PeriodicalId":485451,"journal":{"name":"行銷科學學報","volume":"52 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136247986","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}