| Summary: | 碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 101 === The main purpose of this research is to increase the understandings about brand sensitivity so as to enhance teenagers’ purchase intention. There are three important issues to be explored in this study. First, investigate whether the external influential factors (peer pressure, parents’ brand sensitivity, and source credibility), as well as the internal influential factor (self-concept) will have a positive influence on teenagers’ brand sensitivity. Second, further examine if teenagers’ brand sensitivity will have a positive impact on teenagers’ purchase intention through their affective attitudes toward the brand. Eventually, probe the positive relationship between teenagers’ affective attitudes toward the brand and their purchase intention. The total sample consisted of 382 teenagers between the ages of 12 and 17 (grades 6 through 12). Entire hypotheses were tested by using simple linear regression and analysis of variance.
There are four major findings in this research. First, peer pressure, parents’ brand sensitivity, and source credibility respectively have a significant and positive influence on teenagers’ brand sensitivity. This represents teenagers’ brand sensitivity will exactly affected by socialization agents, including peers, parents, and endorsers. Second, teenagers’ affective attitudes toward the brand are the mediator in the significant and positive relationship between their brand sensitivity and purchase intention. This indicates that teenagers’ brand sensitivity will affect their purchase intention through their affective attitudes toward the brand. Third, teenagers’ brand sensitivity does have a significant and positive influence on their purchase intention. At last, although there is no positive relationship between teenagers’ self-concept and their brand sensitivity, an unexpected result has been found in this study. This outcome demonstrates that teenagers’ self-concept is the moderator in the relationship between source credibility and teenagers’ brand sensitivity. That is to say, the relationship between source credibility and teenagers’ brand sensitivity will be different due to teenagers’ self-concept.
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