本研究旨在探討一般消費大眾對於85度C的品牌形象、知覺價值對品牌忠誠度間之影響關係,以做為業者改善之參考。本研究以嘉義、台南與高雄地區的一般消費大眾為研究對象,共寄發問卷400 份,回收有效問卷334份,有效回收率為83.5%。經SPSS 統計方法經描述性統計、信度分析。因素分析及Amos 線性結構分析進行實證分析,實證結果發現如下: 近年來,連鎖咖啡品牌之間的競爭非常之激烈,業者為維護暨有市場的利基,最重要的行銷策略,首先應該提升產品的品牌知名度,若無品牌知名度,其它行銷溝通都難以建立,其次是維護品牌形象,兩者都直接且正向顯著影響品牌忠誠度。由於品牌忠誠度是提高市場占有率與價格優勢的重要策略之一因此對企業而言,品牌忠誠度實為長期經營與品牌延伸的重要指標。本研究利用結構方程模式進行分析,目的在探討品牌形象、知覺價值、品牌忠誠度之關係與影響效果,藉由上述分析結果提供業界作為行銷策略之參考。驗證結果,所有研究假說均獲得支持。消費者在85度C的品牌形象方面對於知覺價值具有顯著的正向影響,而且品牌形象亦會正向直接影響品牌忠誠度且會透過知覺價值間接正向影響品牌忠誠度。
This study aims to explore the relationship among brand image, perceived value and brand loyalty for coffee chain stores and offer information for shop owners in making sales strategies. Of the 400 questionnaires sent to the ordinary consumers in the“85℃ Coffee Tea Cake Bread” with regard to the brand loyalty, 334 valid questionnaires were returned, with a valid return rate of 83.5%. Multiple statistics methods are employed in data analysis to comprehend and the conclusions of the research were summarized as follows: Recently, competition of any kind of brand coffee chain stores was drastically since then. So any coffee chain stores look for a favorable market niche. First of all, the primary marketing strategy shall promote the product good brand awareness. Without brand awareness, it is difficult to establish marketing communication. The second is how to maintain the brand image. Above two subjects will directly lead consumer to repurchase. Another word, they are positive to influence brand loyalty. Brand loyalty is also an important strategy of price advantage and market share. Therefore, the brand loyalty is a very important target to any coffee chain stores for long-term management. This research carries on the analysis using the structure equation model (SEM). The goal is studying for the brand image, perceived value and brand loyalty relationships and influence effect. The affiliation provides the field by the above analysis result to be the reference of marketing strategy.