產品屬性、品牌故事與消費者購買意願關係之研究－ 以鳳梨酥為例

The Relationships among the Attributes of Products, Brand Story,and Customer Purchase Intention －A CaseStudy ofthe Pineapple Cake

蔡育安(Yu-Ann Tsai)

指導教授 ： 郭德賓

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2013年)

摘要

根據觀光局統計，國外旅客來台消費中，購物占50.6%，其中鳳梨酥已連續多年蟬聯最佳伴手禮的第一名。然而鳳梨酥的品牌眾多，但微熱山丘鳳梨酥卻能在成立短短幾年內異軍突起，並造成”土鳳梨酥現象”，其產品屬性應有其特別之處。故本研究以微熱山丘鳳梨酥為例，探討其產品屬性對消費者購買意願的影響，並置入品牌故事為干擾變項，研究是否會對產品屬性以及消費者購買意願產生影響。研究結果發現:(1)產品屬性對於消費者購買意願有顯著影響；(2)品牌故事對產品屬性與消費者購買意願間有部分干擾效果；(3)人口統計變數對消費者購買意願存在部分差異。產品屬性會正向消費者購買意願，其中以原生屬性影響效果最大，形式屬性次之，知覺屬性影響最小，可知消費者對鳳梨酥的口味喜好仍是影響其購買意願最重要的因素；品牌故事會負向干擾產品屬性與消費者購買意願，與一般認知不同，推論可能是微熱山丘在品牌故事在編撰時加入了讓消費者感受不佳的內容，以致對於購買意願產生負面影響。因此，本研究建議業者能多加強品牌以及產品的知名度，針對其產品特色進行廣告宣傳，讓消費者留下深刻的知覺印象，並在撰寫品牌故事時對顧客進行測試，以了解消費者感受，避免加入了讓消費者感受不佳的內容而造成反效果。

關鍵字

鳳梨酥 ； 產品屬性 ； 品牌故事 ； 購買意願

並列摘要

According to the Taiwan Tourism Bureau, the consumption of foreign visitors to Taiwan, Shopping accounted for 50.6%.the pineapple cakes consecutive years no. 1 for the best souvenir in Taiwan. Pineapple cakes. However, the brand is numerous, but the brand “SunnyHills” increased “the pineapple phenomenon”, when it established in just few years. Its product has special attribute and worth to research. Therefore, the research take SunnyHill`s pineapple cakes for example to discusses the product attribute influence on consumer purchase intention, and inserting the brand story as interference variables, research on the influence between product attributes and consumer purchase intention.
The results found that: (1) the product attribute had a significant influence on consumer purchase intention; (2) the brand story on product attributes and consumers purchase intention had some interference effect; (3) demographic variables on consumer purchase intention had some difference. Product attributes will toward consumer purchase intention, in which the essential attribute`s effect is the largest, the formal attribute`s effect is second and the perceived attribute`s effect is minimum. It known that customer`s pineapple cakes taste preference is still the most important factor to affect the purchase intention. Unlike the general cognition, Brand story had negative interference to product attributes and the purchase intention, we concern that SunnyHill`s brand story had some poor content in the article, so that let the negative impact on the purchase intention. Therefore, this research suggests that companies can strengthen the brand and product`s visibility, let consumer have deep impression, test the brand story to the customer before using it. It can avoid the bad content to make the opposite effect.

並列關鍵字

pineapple cakes ； product attributes ； brand story ； purchase intention

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