知覺價格，知覺犧牲，知覺品質，知覺價值，品牌形象與顧客滿意度之研究－以臺灣飲料為例

Perceived Quality, Perceived Value,Brand Image and Customer Satisfaction– An Empirical Study of Taiwan Packaged Beverage

陶武黃美(Dao Vu Hoang My)

指導教授 ： 鄭錳新

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2012年)

https://doi.org/10.6827/NFU.2012.00186

摘要

飲料對現代人生活是不可缺少的一種產品。本研究以臺灣飲料探討消費者的知覺價格、知覺犧牲、知覺品質、知覺價值、品牌形象與顧客滿意度間之影響；以飲料消費者為研究對象，共寄發問卷 260 份，回收有效問卷 188 份，有效回收率為 89%。本研究採用 SPSS 16 進行資料分析工具。
經統計分析，實證結果發現如下：1. 知覺價格對知覺犧牲有顯著的影響。2. 知覺價格對知覺品質只有部分正向影響。3. 知覺犧牲對知覺價值只有部分負向影響。4. 知覺品質對知覺價值有部分正向影響。5. 知覺價值對顧客滿意度有顯著的影響。6. 品牌形象對知覺品質有顯著的影響。7. 品牌形象對知覺價值有顯著的影響。8. 品牌形象對顧客滿意度有顯著的影響。
本研究的架構主要以Monroe & Krishnan (1985) 已提出價格-知覺品質模式爲主，加入顧客滿意度與品牌形象以便了解顧客行爲。由許多國外行銷管理文獻探討到知覺價值與品牌形象對滿意度的影響，但在臺灣顯少探討知覺價值與品牌形象對滿意度的影響，因此這個議題是值得探討。研究結果也顯示知覺價值與品牌形象都是顧客滿意度的重要因子。品牌形象與知覺價值相比下，品牌形象對消費者的滿意度更有影響。依據研究結果對業者提出管理建議，並協助業者提升自身的競爭力。

關鍵字

知覺價格，知覺品質，知覺犧牲，知覺價值，品牌形象，顧客滿意度。

並列摘要

For modern people, beverages have already become an indispensable part of life. This research proposed an integrative model of beverage consumer satisfaction based on established the relationships among perceived price, perceived quality, perceived sacrifice, perceived value, brand image and customer satisfaction. This study released a total of 260 questionnaires, and, with 188 of the available questionnaire feedback, the valid response rate is 89%. Data from a survey of 188 beverage customers were used to test the research model by using the SPSS 16 statistical software package.
The analytical results indicated: 1. Perceived price positively impacts on perceived sacrifice. 2. Perceived price has a partial positive effect on perceived quality. 3. Perceived sacrifice a partial negative effect on perceived value. 4. Perceived quality has a partial positive effect on perceived value. 5. Perceived value positively impacts on customer satisfaction. 6. Brand image positively impacts on perceived quality. 7. Brand image positively impacts on perceived value. 8. Brand image positively impacts on customer satisfaction.
This study proposed the research framework which was mainly based on price-perceived quality model developed by Monroe & Krishnan (1985). “Objective price” and “willingness to buy” which were traditionally investigated in price-perceived quality model (Monroe & Krishnan, 1985) would not be used in this study. Instead, customer satisfaction and brand image were added to analyze some new important aspects in customer behavior. Besides, although the impacts of perceived value and brand image on satisfaction were widely discussed from foreign marketing management literature, but studies related to both of two linkages in Taiwan’s product simultaneously were so limited that this topic needs to deserve more attention. The results also indicated that perceived value and brand image are important antecedents of customer satisfaction; meanwhile, brand image has a bigger influence on customer satisfaction than perceived value has.
The results of this research could provide suggestions and advices on management for beverage manufactures, as well as help relevant practitioners increase their competitive capability.

並列關鍵字

perceived price, perceived quality, perceived sacrifice, perceived value,brand image, customer satisfaction

參考文獻

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