- 學位論文
品牌形象、知覺品質、品牌忠誠度與再購買意願關係之研究－以台糖生機豚為例
The Study of the Brand Image, Perceived Quality, Brand Loyalty and Repurchase Intention. -TSC NutriPlus Pork as an Examples.
摘要
摘 要 根據食品所調查顯示近三年台灣消費者對於保健資訊的重視比例呈現上升趨勢，因此除了青壯及銀族群開始意識到均衡飲食、營養補充與健康維持的必要性和重要性，此觀念也影響到年輕的青年族群，顯見保健食品產業的龐大商機，據食品所每年進行的台灣地區消費調查統計年鑑資料研究結果出，近三年台灣消費者重視保健資訊者的比重增加，消費者尤其重視心血管、肝臟、腎臟、肥胖、及糖尿病等健康問題。因此，以「生機豚」之商品的機能性訴求，除了能將利益點講清楚、說明白外，更能協助消費者在通路購買時能立即知道食材本身對人體健康方面有正面提升效用，加深消費者對產品名稱的記憶度。本研究之目的，是否有助於鞏固其品牌忠誠度，進而堅定其消費者對產品的信心及 再增加購買意願。 本研究以品牌對市場與消費者之間具有一定份量的影響性和重要性。而本研究之目的，即嘗試從消費者的觀點，來探討消費者對生鮮肉品既有的品牌形象，消費者所感受的知覺品質與品牌忠誠度之間所呈現的關係，進而會影響再購買的意願。針對最近購買過或食用過生鮮肉品的消費者為施測對象，共發出 450份問卷，以回收有效問卷 401份驗證本研究之假設，本研究利用結構方程模式進行分析，目的在探討牌知名度、品牌形象、知覺風險、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。最後本研究之結論針對管理實務及未來研究方向提出建議，以供卓參。
並列摘要
ABSTRACT According to the food agency survey, Taiwan consumers think highly of health care information showing rising tendency in recent three years.Besides the age of over thirty-five years old and elder start to become health conscious of balanced diet, nutritious supplement and maintenance of health, this also affect the youngsters. This shows huge commerce of healthy food industry. Taiwan consumers pay much attention to healthy information in recent three years and they place more importance on the health problems of cardiovascular diseases, liver diseases, kidney diseases, fat and diabetes. Therefore, using nutritious-plus pork as functional appeal, it can help consumers to immediately understand the products which can enhance healthy effectiveness. Using name of nutritious-plus pork is deeply rooted in people. The objective of research is to consolidate the brand loyalty and strengthen consumers’ confidence. That way will enhance the willingness of consumers’ consumption. This research is about the brand effectiveness and importance versus consumers and markets. The objective of the research is from consumers’ concept to explore the influence between consumers and brand image of fresh meat. The relationship between conscious quality and brand loyalty affect the willingness of purchasing. We issue 450 questionnaires in accordance with purchasing or eating fresh meat people. Suppose that we get 401 effective questionnaires. The analysis is based on structural mode. The purpose is to discuss the relationship and influential effectiveness of brand name fame, brand image, the risks of brand. The result of analysis will provide field the reference of marketing strategy. The result of research verification acquires totally support. Finally, the conclusion of research brings up suggestions regarding managing practice and future direction. Reference provided.