臺灣鮮乳消費者購買行為之研究

Study of Consumer's Milk Buying Behavior in Taiwan

曾再富(Tsai-Fuh Tseng) ； 謝佩芸(Pey-Yun Shieh) ； 劉耀中(Yao-Chung Liu)

《休閒事業研究》 11卷4期 (2013/12) Pp. 83-101

https://doi.org/10.6746/LIR.201312_11(4).0004

摘要

本研究主要探討台灣品牌鮮乳之消費者購買行為。母體為國內18歲以上之消費者，樣本以台北市、台中市及高雄市等人口密度較高之都市進行問卷調查，共取得有效樣本432份。資料分析方法使用述性統計、變異數分析及迴歸分析等，檢驗此模型是否成立。研究結果顯示消費者之品牌形象會正向影響其認知價值、消費者之品牌形象會正向影響其購買行為及消費者之認知價值會正向影響其購買行為等三項假設皆通過假設檢定之驗證，代表各構面間存在著相互影響之關係。建議廠商單位可透過品牌形象之教育，來強化消費者的認知價值，進而促進居民之購買行為。

關鍵字

鮮乳 ； 品牌形象 ； 知覺價值及購買行為

並列摘要

This study investigated the consumer buying behavior of brand milk in Taiwan. Data were collected from domestic consumer over the age of 18 by having interviewers distributing questionnaires in Taipei, Taichung and Kaohsiung's highly populated area. Sampling was employed to obtain 432 valid questionnaires. A model was formulated based on the literature and analysis pursued using descriptive statistics, analysis of variance and regression analysis. The result of the study indicates that all three hypotheses were supported. The consumers' brand image positively influences their perceived value. The consumers' brand image positively influences theirs buying behavior. The consumers' perceived value is positively influenced by their buying behavior. The practical consequence is recognition that firm should strengthen consumers' brand image through education on perceived value, eventually result in buying behavior.

並列關鍵字

milk ； brand image ； perceived value and buying behavior