知覺價值在品牌形象與消費意願之相關探討

Perceived Value in Brand Image and Consumption Willingness Correlation Discussion

李佳紋(Chia-Wen Lee) ； 李世昌(Shih-Chang Lee) ； 曾干育(Kan-Yu Tseng)

《休閒事業研究》 19卷2期 (2021/06) Pp. 17-24

https://doi.org/10.6746/LIR.202106_19(2).0003

摘要

目的：本研究主要瞭解渡假村業者的品牌形象、知覺價值與消費意願之相關情形。方法：研究對象係以台灣地區渡假村業者為研究對象，共發放275份問卷，共獲得有效問卷250份，有效回收率為90.91%。研究資料處理以線性結構方程模式探討構面間之相關情形。結果知得：一、渡假村業者的「品牌形象」對「知覺價值」有顯著正向影響；二、渡假村業者的「品牌形象」對「購買意願」有顯著正向影響；三、渡假村業者的品牌形象透過「知覺價值」對「購買意願」有顯著正向影響，所以知覺價值扮有中介角色。因此當渡假村業者提升消費者之知覺價值則會提高顧客的購買意願。結論：渡假村業者的品牌形象對知覺價值與購買意願都有顯著正向影響，所以品牌形象愈高則消費者的知覺價值及購買意願就會愈高。

關鍵字

渡假村 ； 線性結構方程

並列摘要

Purpose: This research mainly understands the relationship between the brand image, perceived value and consumption intention of resort operators. Methods: The research object was the resort operators in Taiwan. A total of 275 questionnaires were distributed, and a total of 250 valid questionnaires were obtained. The effective recovery rate was 90.91%. Research data processing uses the linear structural equation model to explore the correlation between the facets. Results: 1. The ＂brand image＂ of the resort operators has a significant positive impact on the ＂perceived value＂; 2. The ＂brand image＂ of the resort operators has a significant positive effect on the ＂purchase intention＂; 3. The brand image of the resort operators has a significant positive impact on the ＂purchase intention＂ through the ＂perceived value＂, so the perceived value plays an intermediary role. Therefore, when the resort operators increases the perceived value of consumers, it will increase the willingness of customers to buy. Conclusion: The brand image of the resort operators has a significant positive effect on the perceived value and purchase intention. Therefore, the higher the brand image, the higher the consumer's perceived value and purchase intention.

並列關鍵字

Resorts ； Linear structural equations