以知覺價值與品牌塑造觀點分析花蓮地區包裝米購買因素

隨著政府鼓勵青年返鄉創業計劃，許多年輕人紛紛回到擁有全台最大有機水稻生產區的花蓮縣富里鄉，創立自己的包裝米品牌(簡稱小農)，而小農如何在眾多品牌多脫穎而出，成為消費者主要購買的關鍵要素是本研究主要研究的方向。本研究主要運用知覺價值、品牌塑造與購買意願觀點深入剖析大眾消費者，會因哪些關鍵要素來選擇包裝米，並在文獻探討中透由操作型定義衍生出問卷，在以網路發放問卷的方式來搜集消費者資料，其中加入消費者變項，在以SPSS統計軟體分別進行信度分析、相關分析、單因子變異數及迴歸分析來取得研究資料之分析結果。本研究分析結果發現，知覺價值、品牌塑造影響購買意願，其結果為部分成立，其中知覺價值中「情緒反應」、「聲譽」；品牌塑造中「品牌感受」、「品牌共鳴」與購買意願皆呈現顯著影響，這四項子構面將成為消費者購買意願之關鍵要素，因此期望本研究能提供家鄉朋友在新創自家品牌包裝米時，以本研究結果來解消費者購買因素，進而設計出更貼近消費者需求的營銷企劃。關鍵字：知覺價值、品牌塑造、購買因素

關鍵字

知覺價值；品牌塑造；購買因素

並列摘要

With the government's plan to encourage young people to return home to start their own businesses, many young people have returned to The Hualien County, which has the largest organic rice production area in Taiwan, to create their own packaging rice brand (small farmers), and how small farmers stand out from the crowd in many brands, becoming the key element of consumer purchase is the main research direction of this study. This study mainly uses the viewpoint of perceptual value, brand shaping and purchasing intention to deeply analyze the public consumers, because of which key elements to choose packaging rice, and in the literature discussion through the operational definition derived from the questionnaire, in the way of network distribution questionnaire to collect consumer data, which added consumer variables, in The SPSS statistical software for confidence analysis, related analysis, single-factor variation and regression analysis to obtain the results of research data. The results of this study and analysis show that the perception value, brand shaping influence the willingness to buy, the result is partially established, in which the perceived value of "emotional reaction", "reputation", brand building "brand feeling", "brand resonance" and the desire to buy are significantly affected, these four sub-components will become the key element of the consumer's willingness to buy, so it is expected that this study can provide hometown friends in the new brand packaging rice, with this research results to solve the consumer purchase factors, and then design a more closeto to the needs of consumers marketing plans. Keywords: Perceptual value, Brand building, Purchasing factors.