品牌形象對知覺價值與服務品質的影響之研究

A study of relationships among brand image on perceived value and service quality

張鎧程(KAI-CHEN CHANG)

指導教授 ： 謝介仁

長榮大學/管理學院/國際企業學系(所)/碩士(2014年)

https://doi.org/10.6833/CJCU.2014.00092

摘要

隨著消費者對零售業品牌的辨識度的提升，而產品的價值性也備受重視，加上各行各業競爭激烈，產品或企業品牌的知覺價值和服務品質會影響消費者的購買行為。現今，在網路發達的時代，如何創造自身品牌的差異化，備受全球注視，這已成為各行各業的業者們所重視之課題之一。本研究主要來探討消費者在進行購物行為時，品牌形象與知覺價值及服務品質之間的影響，如何提高消費者再次上門，以及利用現今的資源來讓企業品牌走向國際化。
本研究採用問卷調查方式蒐集資料，以消費者對日商無印良品為抽樣調查對象，共發放300份問卷，回收255份，有效問卷236，問卷回收率為78%。以品牌形象為自變數，知覺價值為依變數，服務品質為干擾變數，來探討三者變數之間的關係。經迴歸分析及變異數分析等統計方法進行資料分析後，研究結果表示：1.品牌形象對知覺價值有顯著正向影響；2.服務品質對品牌形象有顯著正向影響；3.服務品質對知覺價值有顯著正向影響；4.服務品質對品牌形象對知覺價值影響具有顯著干擾效果。
關鍵詞：品牌形象、知覺價值、服務品質

關鍵字

品牌形象 ； 知覺價值 ； 服務品質

並列摘要

With the elevation of consumer’ srecognization to retail brand, product value is gaining much attention. As the heated competition among retail brands boosts, the product and company perceived value, as well as service quality will affect consumer buying behavior. Today, As a result, it is creation of brand differentiation that matters significantly in today’s rapid development of the network. The purpose of this study aims to explore the relations among the brand image, perceived Value and service quality.
This study applied questionnaire survey, and the consumers of MUJI as the sample targets. 300 questionnaires were sent, and 255 were returned：236 questionnaires were valid, and the response rate was 78%. The research explored the casual relationship among three variables; brand image as the independent variable, perceived value as the dependent variable, and service quality value as a moderating variable. The data collected were processed by the method of regression and the analysis of variance. The results show that 1.brand image has significant positive effects on perceived value; 2.service quality has significant positive effects on brand image；3. Service quality has significant positive effects on perceived value; 4.service quality to the brand image has significant impact on perceived value with interference effect.
Keywords: brand image, perceived value, service quality

並列關鍵字

brand image ； perceived value ； service quality

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