品牌形象、知覺價值與購買意願之研究－以台灣有機農產品為例

A Research on the Brand Image,Perceive Value,Purchase Intention-A Case study of Taiwanese Organic Crops

廖建智(Liao Chien Chih)

《通識論叢》 23期 (2020/06) Pp. 7-21

摘要

本研究主要在探討一般消費者大眾對於有機農產品的品牌形象、知覺價值對顧客購買意願之間的影響。本研究以桃園市地區的一般消費者大眾為研究對象，共發放300份有效問卷，經SPSS統計方法分析，得到如下之結論:消費者在選擇有機農產品的品牌時，優先考量的是產品是否能帶來健康，並認為該產品具有一定的專業水準，消費者才能吃得安心。若以知覺價值來看消費者會喜歡其購買的有機農產品，並期待對其健康會有所改善。對於購買意願則是消費者在評估有機農產品後，其購買意願雖高但較無忠誠度。另外，本研究也發現本研究發現年齡對於購買有機農產品具有顯著影響，而消費者的教育程度高低，對於有機農產品的品牌形象認同度則未有影響。經由統計分析驗證知覺價值愈高者，具有較高的購買意願，而品牌形象對於知覺價值具有正向顯著影響。

關鍵字

有機農產品 ； 品牌形象 ； 知覺價值 ； 購買意願

並列摘要

This study is mainly explore how are the influence of the brand image &perceive value related to the purchase intention of public consumers. The subject of this study is based on the consumers of TaoYuan region and totally 300 effective questionares had issued, The conclusion has obtained by statics method of SPSS as below stated :The priority of consideration to purchase a brand of organic crops whether healthy and the professional standard of products which comforts consumer mentally. The consumers are expecting to improve their health after purchased the organic products which they preferred depend on their perceive value. When compared to the purchase intention of organic products the willingness of purchase is high but lacking of loyalty after their estimation. Furthermore, This study has also found the influence of age and education are related to the purchase of intention of organic products. It's arising trend of more aged people concern about the brand image, perceive value, purchase intention, i. e. Both of aged and higher educated consumers are recognized better value on organic products.

並列關鍵字

Organic Crops ； Brand Image ； Perceive Value ； Purchase Intention