銀髪族保健食品品牌形象、涉入程度與再購意願之關係研究－以南投地區爲例

A Study of the Relations among the Elderly People's Cognition in Brand Image of Health Food, Product Involving Degree, and Repurchasing Inclination at Nantou Area

李世昌(Shih-Chang Lee) ； 李敏蕙(Meen-Huey Lee) ； 江静儒(Ching-Ju Chiang)

《管理實務與理論研究》 3卷2期 (2009/06) Pp. 74-93

https://doi.org/10.29916/JMPP.200906.0005

摘要

本研究主要目的在探討銀髪族對保健食品品牌形象、涉入程度舆再購意願之研究。本研究以南投地區之銀髪族爲研究對象，採便利取樣方式進行抽樣，以自行編制之品牌形象、涉入程度與再購意願調查問卷，共計發出問卷400份，有效問卷395份，有效率爲98.75%。所得資料經描述統計、探索性因素分析、t檢定、單因子變異數及多元迴歸分析等統計方法分析，結果如下：（一）品牌形象整體認知差異比较分析結果顯示不同性别與不同退休前職業在功能性構面達顯著差異水準。（二）不同人口統計變项在產品涉入程度整體認知差異比較分析皆未達顯著差異。（三）不同性别在再購買意願整體認知差異比较分析達顯著差異水准：其餘變項則未達顯著差異。（四）品牌形象可解釋再購意願總變異量爲45.1%。

關鍵字

品牌形象 ； 產品涉入程度 ； 再購意願

並列摘要

This study was aimed to investigate the relations among the elderly people's cognition in brand image of health food, product involving degree, and repurchasing inclination at Nantou area. The convenience sampling was made to the elderly population at Nantou district. The effective questionnaires were 395 out of 400 copies. Descriptive statistics, explorative analysis, t-test, one-way ANOVA and multiple regression analysis were employed to analyze the data collected. 1. There existed partially difference of the brand images showed that genders, and profession before retirement were significant. 2. There was no significant difference in the product involving degree of maintenance residence among genders, educational degrees, and profession before retirement, self-aware health condition, as well as financial income. 3. There was significant difference in the repurchasing inclination showed that different genders, but it had difference in other population statistics variables. 4. The brand image can explain 45.1% of variance of repurchasing inclination.

並列關鍵字

brand image ； product involving degree ； repurchasing inclination

參考文獻

王文科(1997)。教育研究法。臺北:五南圖書。

杜昌峰(2001)。國生物技術行銷研究－以健康食品爲例。國立政治大學廣告學系。

沈孝思(2006)。品牌形象、知覺品質、知覺價值、顧客滿意度與再購買意願之研究－以保健食品爲例。國立成功大學高階管理碩士在職專班。

馬紀壯(2006)。消費者購買保健食品涉入行爲之研究。國立中正大學企業管理所。

張君儀(2007)。ISO認證知曉程度與認知品質、品牌形象、品牌態度、品牌偏好及購買意圖之關係探討－以旅行社爲例。國立勤益科技大學企業管理系碩士班。