消費者對健康油品的品牌形象、知覺價值、產品知識、信任與購買意願之關連性研究

The Study on the Relationship among Brand Image, Perceived Value, Product Knowledge, Trust and Purchase Willing of Healthy Oil Products for Consumers

郭素蕙(Su-Hui Kuo)

指導教授 ： 鄭秋桂

國立屏東科技大學/管理學院/農企業管理系所/碩士(2009年)

摘要

本研究主要探討消費者對健康油品之品牌形象、知覺價值、產品知識、信任與購買意願之間的影響。以高雄市地區且曾經購買過國家健康食品認證之健康油品的消費者為研究對象，共發出480問卷，有效回收率為82.7%。經SPSS統計軟體進行t檢定、單因子變異數分析、Person積差相關分析與路徑分析，實證結果發現如下：
　　人口統計變數分析顯示，以「女性」年齡在「41-50歲」為主，職業以「家管」為主，教育程度方面以「高中職」為最多。家庭月收入以「40,001-60,000元」之間為主。年平均消費額以「1,501-2,000元」居多。
　　消費者對健康油品之品牌形象、知覺價值、產品知識、信任與購買意願有顯著差異，其中以年齡、婚姻、年平均消費額等三項人口統計變數是為顯著差異的主要變數。已婚者對品牌形象與知覺價值具有較高的認同程度；年齡在「41-50歲」的消費者對品牌形象與知覺價值具有較高的認同程度；年平均消費額在「500元以下」之消費者對品牌形象、知覺價值、產品知識、信任與購買意願具有較高的認同程度。
　　品牌形象、知覺價值、產品知識、信任與購買意願間，皆有正向的顯著影響。影響購買意願的各構面變數中，品牌形象直接影響購買意願之總效果為最大。表示要提升健康油品的購買意願，消費者所產生的品牌形象為大。

關鍵字

健康油品 ； 品牌形象 ； 知覺價值 ； 產品知識 ； 信任 ； 購買意願

並列摘要

The study discusses the relationship among brand image, perceived value, product knowledge, trust and purchase willing on purchasing Healthy Oil Products. The limits to object that people who ever bought Healthy Oil product, and must be lived in Kaohsiung City, there are totally 480 questionnaires, and only 397 are valid in them, feedback ratio is 82.7%. The application of SPSS goes through statistical analyses which are T-test, One-way ANOVA, Pearson product-moment correlation and Path. The results as follow:
According to the analysis of demographic demonstrated four significant options which are most obviously consumption groups in this section: 1. female who is between ages in forty-one to fifty; 2. senior high school in education; 3. forty thousands to sixty thousands dollars in family income; 4. 1,501~2,000 dollars in yearly average consumption.
There are obvious differences in brand inage, Perceived Value, Product Knowledge, Trust and Purchase Willing of Healthy Oil Products, and demographic which age, marriage and yearly average consumption are most significant variations. The people who married that have higher identification with brand inage and Perceived Value. The people’s age in forty-one to forty who have higher identification with brand inage and Perceived Value. The people who 1,501-2,000 dollars in yearly average consumption that have higher identification with brand inage, Perceived Value, Product Knowledge, Trust and Purchase Willing.
Brand Image, Perceived Value, Product Knowledge, Trust and Purchase Willing that all possesses positively significant. Affect the purchase willing variable in all dimensions, brand image directly affect the purchase willing in total effect that is largest. Pledged to improve the purchasing willing of health oil products, the brand image is large on consumer generation.

並列關鍵字

Healthy Oil Products ； Brand Image ； Perceived Value ； Product Knowledge ； Trust ； Purchase Willing

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