品牌形象與知覺價值對於購買微波食品意願的影響研究－以知覺價值為中介因素

An Study of the Relationship between Brand Image and Purchasing Intention on Microwave Food-The Mediating Role of Perceived Value

蘇家愷(Chia-Kai Su) ； 林美蘭(Mei-Lan Lin)

《首府休閒學報》 1卷1期 (2015/09) Pp. 1-18

https://doi.org/10.6586/TJLS.2015.1(1)1

摘要

本研究旨在探討品牌形象、知覺價值與購買意願的關係，並選擇臺南市的7-SELECT微波食品消費者為研究對象，本研究採用便利抽樣，於7-11便利商店現場發放問卷來蒐集研究資料，總共發放400份問卷，回收有效問卷372份，有效問卷回收率為93%，以因素分析、信度分析、效度分析與線性迴歸分析進行資料分析，以驗證本研究之研究假設。研究結果發現：（1）微波食品品牌形象對於消費者的知覺價值有顯著正向影響，（2）微波食品品牌形象對於消費者的購買意願有顯著正向影響，（3）消費者的知覺價值對於微波食品的購買意願有顯著正向影響，（4）消費者的知覺價值在微波食品的品牌形象對購買意願的影響中具有部分中介效果。

關鍵字

品牌形象 ； 知覺價值 ； 購買意願 ； 微波食品

並列摘要

This paper develops and tests a conceptual model of the effects of consumers' evaluations (brand image and perceived value) on purchase intentions. The study surveyed consumers' purchasing intention regarding 7 select microwave food products. There were 400 questionnaires distributed in Tainan City with 372 questionnaires returned; representing a valid return rate of 93%. In this study, reliability and validity tests, factor analysis, and regression analysis were applied to test the research hypotheses. The mediating effect of perceived value on the proposed relationship of brand image and purchase intention was also explored. Results show that perceived value and brand image of microwave food positively influenced purchased intentions. Brand image exerted significant influence on perceived value. Perceived value partly mediated the relationship of brand image and purchase intention.

並列關鍵字

brand image ； perceived value ； purchase intention ； microwave food