品牌形象、顧客價值對消費者滿意度及再購意願相關性之研究-以天菊農場菊花茶為例

本研究主要探討天菊農場菊花茶的品牌形象、顧客價值對消費者滿意度及再購意願之影響。以書面問卷發放為主，以可能對有天菊農場菊花茶具有再購意願的消費者為研究對象，共回收有效問卷419份，經SPSS統計分析軟體進行敘述性統計、獨立樣本t檢定及變異數分析、相關分析、路徑分析來檢定品牌形象、顧客價值、消費者滿意度、再購意願等四個構面之差異與關係。經由人口統計變數分析結果，曾購買天菊農場消費者以「女性」居多；年齡方面以「40-49歲」的受訪者比例最高；職業方面以「服務業」與「工商業」的受訪者為最多；教育程度以「大學或專科」的受訪者最多；每次購買菊花茶平均消費額以「1,000元以下」的受訪者最多；每年購買菊花茶平均次數「1~3次」的受訪者最多。本研究結論得知，其本研究獲得結論如下: 「品牌形象」對「顧客價值」均呈現正向相關影響效果。表示消費者對於天菊農場品牌形象的程度越高其顧客價值的程度亦越高。「品牌形象」與「顧客價值」對「消費者滿意度」均呈現正向相關影響效果。表示消費者對品牌形象與顧客價值認同程度越高，消費者滿意度的認同程度亦越高。「品牌形象」、「顧客價值」與「消費者滿意度」對「再購意願」的影響具有正向關係，表示消費者對品牌形象、顧客價值與消費者滿意度的認同程度越高，則對再購意願的認同程度也會越高。

關鍵字

天菊農場菊花茶；品牌形象；顧客價值；消費者滿意度；再購意願

並列摘要

This study focuses on the impact of Tianju Farm Chrysanthemum Tea's brand image and customer value on consumer satisfaction and willingness to repurchase. Based on the distribution of written questionnaires, taking consumers who may have the intention to repurchase chrysanthemum tea from Tianju Farm as the research object, a total of 419 valid questionnaires were collected, and SPSS statistical analysis software was used to perform descriptive statistics, independent sample t test and analysis of variance, correlation analysis, and path analysis to examine the differences and relationships among the three aspects of brand image, customer value, consumer satisfaction, and repurchase willingness. According to the analysis of demographic variables, consumers who bought Tianju Farm Chrysanthemum Tea were mostly "female"; in terms of age, the highest proportion of respondents are "40-49 years old"; In terms of occupation, the most respondents were "service industry" and "industrial and commercial"; The respondents with the highest level of education are "universities or colleges"; the respondents with the average consumption of chrysanthemum tea per purchase of "less than 1,000 yuan" are the most; the respondents who purchased the average number of chrysanthemum tea "1-3 times" per year were the most. The conclusions of this study are as follows: "Brand image" has a positive effect on "customer value". It indicates that the higher consumer's awareness of the brand image of Tianju Farm, the higher degree of customer value. Both "brand image" and "customer value" have a positive effect on "consumer satisfaction". It indicates that the higher degree of consumer recognition of brand image and customer value, the higher degree of consumer satisfaction. The impact of "brand image", "customer value" and "consumer satisfaction" on "willingness to repurchase" has a positive relationship, it indicates that the higher consumer's recognition of brand image, customer value and consumer satisfaction,thehigher degree of recognition of repurchase intention.