品牌形象、知覺價值、品牌知名度對微熱山丘鳳梨酥購買意願影響之研究-以南投縣為例

Brand Image, Perceived Value, Brand Awareness to Research Sunny Hills Pineapple Cakes Purchase Intention- A Case Study in Nantou County

黃清溪(Huang, Qing Xi)

指導教授 ： 蔡清園

國立屏東科技大學/管理學院/農企業管理系所/碩士(2015年)

https://doi.org/10.6346/NPUST.2015.00085

摘要

本研究目的在於了解消費者的品牌形象、知覺價值、品牌知名度及購買意願的關聯性。本研究以南投地區購買微熱山丘鳳梨酥的消費者為研究對象，採用問卷調查的方式並利用SPSS20.0統計軟體進行實證分析，如信效度分析、敘述性統計、變異數分析、相關分析與路徑分析，檢定不同的消費者基本資料對各構面的影響。樣本以「男性」、「31-40歲」、「3~4人」、「高中(職)」、「服務業」、「30,001~40,000元」及「已婚」的居多。
從變異數分析得知，人口統計變數的不同，均為影響品牌形象、知覺價值、品牌知名度及購買意願等四個構面的因素；從相關分析、路徑分析可以獲知，構面與構面之間達顯著水準，則會互相影響結果，其中又以消費者之性別、年齡、購買金額、月支配所得及婚姻對個搆面之不同變數達顯著差異。最後從研究結果中提出可參考的意見給予微熱山丘鳳梨酥之參考。
關鍵字： 品牌形象、知覺價值、品牌知名度、購買意願

關鍵字

品牌形象 ； 知覺價值 ； 品牌知名度 ； 購買意願

並列摘要

Abstract
Student ID： N10250013 Total page：100
Title of thesis：Brand Image, Perceived Value, Brand Awareness to Research Sunny Hills Pineapple Cakes Purchase Intention- A Case of Study in Nantou County
Name of Institute：Department of Agribusiness Management, National Pingtung University of Science and Technology
Graduate date：June, 2015 Degree Conferred：Master
Name of student：Huang Qing Xi　　 Adviser: Tsay Chung Yuan
The contents of abstract in this thesis：
This study aims at understanding the relationship among brand image, perceived value, brand awareness, and purchase intention of consumers. A questionnaire survey was conducted to investigate customers of SunnyHills pineapple cakes in Nantou. Using the SPSS statistical software, collected data were analyzed with descriptive statistics, reliability, and validity analysis. In addition, t-test, analysis of variance, correlation analysis, and path analysis were also employed to reveal the relationship among variables.
The results showed most of the respondents were male, 31-40 years old, married, coming with 3-4 people, having education level of high school, working in service industry, and earing between 30,001 and 40,000 NTD a month.
Different demographic variables, such as gender, age, purchase expenses, monthly income, and marital status, would affect brand image, perceived value, brand awareness, and purchase intention. Statistically significant correlations were also found in variables. Finally, suggestions based on the findings were also proposed as references to managers of SunnyHills pineapple cakes.
Keywords：Brand Image、Perceived Value、 Brand Awareness、Purchase Intention

並列關鍵字

Brand Image ； Brand Awareness ； Perceived Value ； Purchase Intention

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