品牌形象與品牌忠誠度對消費者購買意願之影響－以迷克夏珍珠奶茶為例

台灣近年來連鎖手搖飲料店林立，各家飲料店紛紛打造自有的品牌形象來吸引消費者。本研究以迷客夏珍珠奶茶為例，探討品牌形象隊消費者購買意願與品牌忠誠度之影響，以及品牌忠誠度對購買意願之影響。透過網路進行問卷調查，共計回收333份有效問卷，運用統計軟體SPSS進行信度、描述性統計以及皮爾森績差相關等統計分析。研究結果證實迷客夏珍珠奶茶品牌形象對消費者購買意願具有相當程度的影響力；迷客夏珍珠奶茶品牌形象會增加消費者品牌忠誠度；同時，迷客夏珍珠奶茶消費者品牌忠誠度與購買意願有正向顯著關係。依此結果，建議連鎖手搖飲料店的經營管理者可透過網路或媒體廣告行銷以建立品牌形象；另外，所提供之產品及服務應符合消費者需求，使消費者有良好的忠誠度，以持續促進其購買意願。

關鍵字

品牌形象；品牌忠誠度；購買意願

並列摘要

In Taiwan, there are many chain beverage shops. Each beverage chain shops has created its own brand image to attract consumers. In this study, we take the Milk-Shop Bubble Tea as an example to explore the influence of brand image on consumer's purchase intention and brand loyalty on purchase intention. This study conducts a survey through the internet, and obtained 333 valid responses. The collected data were analyzed using SPSS through descriptive statistics, reliability test, and Person product-moment correlation. The result confirms that the brand image of Milk-Shop Bubble Tea has a considerable degree of influence on consumers' willingness to buy; at the same time, brand loyalty has a positive influence on purchase intention significantly. This research suggests that the manager of Milk-Shop Bubble Tea can promote through online or media advertising, and at the same time, they are advised to pay attention on brand image management. In addition, the products and services provided should meet the needs of consumers, so that consumers have a loyalty to continue to promote their willingness to buy.