品牌延伸顧客之購買意願研究-以麻豆文旦為例

A Research on Customer's Purchase Intention of Brand Extenndtake Madou Pomelo as an Example

孫慈敏(Tzu-Min Sun)

指導教授 ： 王淑美

共同指導教授 ： 陳厚銘(Ho-Min Chen)

國立臺灣大學/生物資源暨農學院/生物產業傳播暨發展學研究所/碩士(2021年)

https://doi.org/10.6342/NTU202103388

摘要

華人習慣於一年一度中秋節購買和食用文旦柚，文旦柚的銷售期集中於每年中秋節前夕，如何提早因應有效控管生產面積、適時進行產銷管理及文旦加工產品延伸是當前必須面對的問題；目前國際間推行廢棄物資源化、循環經濟及能源多元化發展等重要政策，而文旦果肉加工後產出的農業廢棄物果皮因含有益的生物活性成分可提煉成精油，如何充分運用使得資源維持在最高使用價值、減少浪費、增進農民收益，且生產受消費者青睞的延伸商品類別是很重要之議題。希望本研究以消費者的觀點出發探究目前麻豆文旦加工產品如延伸化妝水、香氛、精油等類產品消費者之購買意願，以供文旦柚產業進行參考，期能適度有效解決產銷問題。
本研究採用網路問卷，訪問對象全台各地消費者及至麻豆區農會生鮮超市購買農特產品之消費者，共回收489份有效問卷。統計分析方法採用敘述性統計、項目分析、獨立樣本t 檢定、單因子變異數分析、交叉分析、皮爾森相關性分析、結構方程模式分析。
透過平均數分析發現消費者對於麻豆文旦擁有良好的名聲亦是文旦第一品牌，具有普遍的認同，是母品牌之最大優勢。消費者背景變項之差異分析發現高收入高消費者對延伸循環經濟產品購買意願最低。本研究對文旦延伸產品的分析結果如下：
（一）麻豆文旦擁有良好的名聲亦是文旦第一品牌，受消費者普遍認同。
（二）不同的社經背景消費者對母品牌偏好、延伸產品偏好、品牌形象契合度、循環經濟認同、產品機能性接受度不同。
(三) 以麻豆文旦為原料的延伸產品會因產品種類不同而影響消費者接受程度。

相關研究結論與建議都會在本論文中進行說明。

關鍵字

文旦產業 ； 母品牌偏好 ； 品牌延伸 ； 循環經濟 ； 購買意願

並列摘要

Chinese people are used to buying and eating pomelo on the annual Mid Autumn Festival. The sales period of pomelo is concentrated on the eve of the Mid Autumn Festival every year. How to control the production area in advance, manage the production and marketing timely and extend the pomelo processed products are the problems we must face at present.
Important policies such as waste recycling, circular economy and diversified development of energy are implemented internationally, the agricultural waste produced from the processing of pomelo pulp can be refined into essential oil because of its beneficial bioactive components. How to make full use of the resources to maintain the highest use value, reduce waste, increase farmers' income, and produce extended commodity categories favored by consumers is a very important issue.
From the perspective of consumers, this study explored the purchase intention of the current Madou pomelo processing products, such as extended make-up water, fragrance, essential oil and other products, in order to provide reference for Madou pomelo industry,and to moderately and effectively solve the production and marketing problems. In this study, 489 valid questionnaires were collected from consumers from all over Taiwan and consumers who went to the fresh food supermarket of the farmers' Association of Matou district to buy special agricultural products.
Descriptive statistical item analysis, independent sample t-test, one-way ANOVA, cross analysis, Pearson correlation analysis and structural equation model analysis were used for statistical analysis.
Through the average analysis, it is found that consumers have a good reputation for Madou pomelo, which is also the first brand of pomelo, and they generally agree with it, which is the biggest advantage of the parent brand. The difference analysis of consumer background variables shows that high-income and high-income consumers have the lowest willingness to buy extended circular economy products.
The results of this study are as follows:
1. Madou pomelo has a good reputation and is the first brand of pomelo, which is generally recognized by consumers.
2. Consumers with different social and economic backgrounds have different preferences for parent brand, extended product, brand image fit, circular economy identity and product functionality.
3. The extended products with Madou pomelo as raw material will affect the acceptance of consumers due to different product types. Relevant research conclusions and suggestions will be explained in this paper.

並列關鍵字

pomelo industry ； parent brand preference ； brand extension ； circular economy ； purchase intention

參考文獻

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