品牌知識、顧客價值與購買意圖關係之研究－以網購水梨禮盒為例

The study of the Relationship between Brand Knowledge,Customer Value, Purchase Intention－Taking Example of the Pears gift box

劉靜宜(Jing-Yi Liu)

指導教授 ： 林孟璋 ； 張真堯

朝陽科技大學/管理學院/企業管理系碩士在職專班/碩士(2012年)

摘要

摘 要
現今網際網路販售水梨的情況並不普遍,這樣的環境下想要了解消費者對於網路購買水梨的看法如何。以及探討由現今的網路環境中消費者在購買水梨禮盒，對於品牌知識、顧客價值、購買意圖之間的關係是否互相影響，此為本研究的重點。
本研究針對大台中地區的消費者總居住人口為測量母體，蒐集有效樣本數480份。受測對象為大台中地區之消費者。針對本研究建構品牌知識、顧客價值及購買意圖關係之研究，本研究以國內外相關文獻及問卷調查來進行研究。本研究使用因素分析與迴歸分析來驗證研究架構以及構面間相互影響關係。
研究結果顯示：
1. 消費者愈具「品牌知名度」者，對顧客價值之「實用性」具有正向顯著影響。消費者愈具「品牌知名度」者，對顧客價值之「程序性價值」具有正向顯著影響。
2. 消費者愈具「品牌形象」者，對顧客價值之「實用性」具有正向顯著影響。消費者愈具「品牌形象」者，對顧客價值之「程序性價值」具有正向顯著影響。

3. 消費者愈具「實用性」者，對購買意圖之「再購意願」具有正向顯著影響。消費者愈具「實用性」者，對購買意圖之「次要行為」具有正向顯著影響。
4. 消費者愈具「程序性價值」者，對購買意圖之「再購意願」具有正向顯著影響。消費者愈具「程序性價值」者，對購買意圖之「次要行為」具有正向顯著影響。
5. 消費者愈具「品牌知名度」者，對購買意圖之「再購意願」具有正向顯著影響。消費者愈具「品牌知名度」者，對購買意圖之「次要行為」具有正向顯著影響。
6. 消費者愈具「品牌形象」者，對購買意圖之「再購意願」具有正向顯著影響。消費者愈具「品牌形象」者，對購買意圖之「次要行為」具有正向顯著影響。

關鍵字

品牌知識 ； 顧客價值 ； 購買意圖

並列摘要

Abstract

Nowadays Internet sate of pear is not be common, under such environment, this research tries to understand how the consumer does purchase pear regarding the network''s the view.As well as the discussion on the consumer in purchase of the pear gift box in the current network environment, regarding brand knowledge, customer value ant purchase intention is related .This is for this research the key point.

This research always lives in view of the Taichung area consumer the population for to survey the parent substance, collection effective sample number 480.It is measured the object is the consumer of Taichung area.In view of this research construction brand knowledge, the customer value and research the purchase intention relations, this research conducts the research by the domestic and foreign correlation literature and the questionnaire survey.

The outcome indicates that:

1. The consumer has"the brand well-knownness","the usable value” has the forward influence to customer value it. The consumer has"the brand well-knownness","the procedural benefit” has the forward influence to customer value it.

2. The consumer has"the brand image","the usable value" has the forward influence to customer value it. The consumer has “the brand image","the procedural benefit" has the forward influence to customer value it.

3. The consumer has"the usable value","the service quality"has the forward influence to purchase intention it. The consumer has"the usable value","the consumer secondary behavior” has the forward influence to customer value it.

4. The consumer has"the procedural benefit","the service quality"has the forward influence to purchase intention it. The consumer has"the procedural benefit","the consumer secondary behavior"hasthe forward shade sound to purchase intention it.

5. The consumer has"the brand well-knownness","the service quality"has the forward influence to purchase intention it. The consumer has"the brand well-knownness","the consumer secondary behavior"hasthe forward shade sound to purchase intention it.

6. The consumers with more "brand image" and purchase intent of "quality of service" is to have a significant effect. The consumers with more "brand image" and purchase intent of"secondary consumers" is to have a significant effect.

並列關鍵字

Purchase Intention ； Cutomer Value ； Knowledge Cutomer

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