金門高粱酒品牌年輕化之研究

本研究旨在探討金門酒廠在品牌年輕化策略下，消費者對於金門酒廠的品牌形象及品牌知名度與購買意願間之關係。本研究抽樣方法採立意抽樣，於2015年3月13日至3月15日間至金門酒廠舉辦之「金門高粱酒－炫彩之幻」品牌活動的所有參與者進行問卷調查，共發放400份問卷，回收390份，問卷回收率為97.5%，有效問卷達389份。。主要研究結果如下：一、「金門高粱酒－炫彩之幻」品牌活動參與者以21-35歲的未婚青壯年族群為主。二、「教育程度」、「每月平均收入」及「每月平均酒類花費」為活動參與者在金門高粱酒之品牌形象、品牌知名度及購買意願中重要差異因子。三、金門高梁酒的品牌形象、品牌知名度與購買意願間呈正向相關。四、金門高粱酒品牌形象、品牌知名度對購買意願具有顯著預測力。據此，實務上建議未來可以針對各地區人口比例的不同，在各地區舉辦同類型的品牌活動，提供年輕消費者接觸、嚐試金門高粱酒的機會，藉由品牌活動為年輕消費者建立良好的體驗性形象與美好的品牌回憶，提升他們對金門高粱酒的購買意願。

關鍵字

金門高粱酒；品牌年輕化；品牌形象；品牌知名度；購買意願

並列摘要

The purpose of this study was investigating the relationship between Kimen Kaoliang Liquor’s brand image, brand awareness and the purchase intention of consumer among the strategy of brand rejuvenation. This study used the purposive sampling and questionnaire to investigate the participants of “Big Bump Party” which hold by Kimen Kaoliang Liquor Incorporated in March, 13 to 15, 2015. There were 390 valid questionnaires out of 400 respondents, with the return rate of 97.5%. The results were as the followings: 1) The major participants of “Big Bump Party” were unmarried, 21-35-year-old young adults. 2) "Education," "average monthly income" and "average monthly cost of alcohol" as an important demographic variables in difference analysis. 3) The brand image, brand awareness of Kimen Kaoliang Liquor were significantly positive related to purchase intention. 4) The brand image, brand awareness of Kimen Kaoliang Liquor were most predictable to purchase intention. Based on the research results, this study suggests that there are held by similar events at different cities in Taiwan based on the proportion of population. To provide the opportunity of contacting and tasting Kimen Kaoliang Liquor. Building good experiential image and brand recall to increase customer purchase intention by brand promotion events.