- 學位論文
品牌知名度、品牌形象及顧客滿意度影響品牌轉換之探討-以花蓮無毒農業為例
The Study of Brand Awareness, Brand Image and Customer Satisfaction Influence on Brand Switch-A Case on Innocuous Agriculture in Hualien
摘要
本研究主要探討購買花蓮無毒農業品牌產品消費者對品牌知名度、品牌形象、顧客滿意度及品牌轉換之間的影響，並以花蓮地區曾購買過花蓮無毒農業品牌產品的消費者為研究對象，以便利抽樣方式進行資料的收集，共發放500份問卷，回收有效問卷448份，有效回收率為89.6%. 經SPSS統計軟體進行 t 檢定、單因子變異數分析、Pearson積差相關分析與路徑分析，實證結果發現如下： 一、消費者對花蓮無毒農產品之品牌知名度、品牌形象、顧客滿意度及品牌轉換有顯著差異，其中以年齡、教育程度、居家結構、家庭月收入四項人口統計變數是導致差異的主要因素。 二、品牌知名度對品牌形象、品牌知名度對顧客滿意度、品牌形象對顧客滿意度皆具有正向的顯著影響。 三、品牌知名度對品牌轉換、品牌形象對品牌轉換、顧客滿意度對品牌轉換皆具有負向的顯著影響。
並列摘要
This study aimed to investigate the impacts of brand awareness, brand image, customer satisfaction and brand change on customers purchasing the products of Hualien Innocuous Agriculture. The subjects of this study, customers who purchased products of Hualien Innocuous Agriculture, were surveyed. A total of 500 questionnaires were distributed and 448 valid samples were gathered, giving an effective return rate of 89.6%. T-test, One-way ANOVA, Person product-moment correlation coefficient and Path Analysis were applied for data analysis. The empirical findings of this study are as follows: 1. Customers are significantly correlated to the brand awareness, brand image, customer satisfaction and brand change of products of Hualien Innocuous Agriculture and the four most significant variants are ages, education degree, family structure and family monthly income. 2. Brand awareness has a significantly positive effect on brand image and customer satisfaction and brand image has a significantly positive effect on customer satisfaction. 3. Brand awareness, brand image and customer satisfaction all have significantly negative effects on brand change.