消費者與品牌關係之建立:針對保健食品產業之新模型研究

在過去十年，行銷研究已從交易導向轉為關係導向。為了保有顧客的忠誠度，成熟市場中，業者通常專注在價格競爭或產品差異化上。但是越來越多的企業致力於品牌管理。隨著經濟進步、生活水準提升，國人注重養生、預防、保健觀念成形，健康成為人們關注的焦點，保健食品市場將持續成長。因此，本研究的目標即在於建立一個台灣保健食品產業的消費者與品牌關係建立之模型以提供台灣保健食品業者做為提升競爭力的參考。本研究以 Fournier 提出的品牌關係品質與對關係穩定性的影響度之模型為基礎，並進一步透過知覺風險及知覺價值對保健食品品質的影響來討論知覺風險及知覺價值對消費者-品牌關係的影響為何。為此本研究針對保健食品個案公司進行調查，並使用採用三角測量方法(Triangulation) 來檢驗資料的真實性，即運用深度訪談、文獻整理、文件資料分析、錄音等方法蒐集資料，以探討消費行為與品牌關係具有的理論意涵。研究結果顯示，經由個案公司研究，降低知覺風險及提高知覺價值對保健食品的品牌關係之建立有相當的正面影響。與消費者帶來更緊密的品牌關係，為理論提供範例的事證，提升了消費者與品牌之間的關係信度。

關鍵字

品牌關係；保健食品；知覺風險；知覺價值

並列摘要

For the past decade, the trend of Study in marketing has changed to relationship orientation from transaction orientation. In order to maintain the customer loyalty; Enterprises usually focus on price competition or products differentiation. But more and more Enterprises engaged in brand management. Because of Economy progresses、The living standard is improved, Compatriots pay attention to keeping in good health、The prevention and health care idea takes shape, being healthy becomes what people focus on, and the market of Health Food has been increasing. As a result, the goal of this study is to form a model of a Taiwanese Health Food Industry and Customer Relationship. And we hope that the model would be reference to increase the competitiveness for Taiwanese Health Food Industry. The study is based on Fournier’s preliminary model of brand relationship quality and its affection relationship stability and further we discuss how Perceived Risk and Perceived Value influence brand-customer relationship through the influence of Perceived Risk and Perceived Value on Health Food quality. The study uses the case of a Health Food company, and check the Authenticity by Triangulation. And we also collect the information by deep interview、Literature review、Document data analysis、Sound recording, etc, in order to discuss the theory of Consumer behavior and Brand relationship. This paper provides (1) the validity of the relationship proposition in consumer-brand context through our empirical work, and (2) beneficial knowledge of decrease Perceived Risk and increase Perceived Value on improvement of brand-customer relationship.