鮮乳之消費者行為分析-知覺品質、信任與顧客忠誠度

Consumer Behavior Analysis for Dairy Milk - Perceived Quality, Trust and Customer Loyalty

沈韋廷(Shen Wei-Ting)

指導教授 ： 黃文琪

國立屏東科技大學/國際學院/農企業管理國際碩士學位學程/碩士(2022年)

https://doi.org/10.6346/NPUST202200068

摘要

鮮乳市場進入百家爭鳴的時代，除了以往可見的大品牌鮮乳，現今市場也可見到許多不同品牌的小農鮮乳，各個品牌間皆為了自家品牌打造出不同的差異化。本研究目的在了解知覺品質、信任、顧客忠誠度與鮮乳消費行為間的關聯性。
本研究以台灣購買鮮乳的消費者作為研究對象，採用問卷方式調查，並利用SPSS19.0統計軟體進行實證分析，如樣本結構分析、均值分析、信度分析、效度分析、t檢定、皮爾森相關分析、回歸分析，檢定不同消費者基本資料對各構面的影響。樣本以「女性」、「五十歲以上」、「農工商服務業」、「大學畢業」居多。據研究發現，知覺品質、信任、顧客忠誠度皆呈正向相關，知覺品質對於信任與顧客忠誠度呈正面影響，同時信任對於顧客忠誠度呈正面影響。依研究結果顯示現今的消費者對於產品品質是相當的重視，本研究將以此建議業者對於鮮乳產品投放行銷策略應以產品本身品質為重，以提升與維持顧客對於品牌的忠誠度。

關鍵字

消費者行為分析 ； 鮮乳 ； 知覺品質 ； 信任 ； 顧客忠誠度

並列摘要

The fresh milk market has entered an era of contention among a hundred schools of thought. In addition to the big brands of fresh milk seen in the past, many different brands of fresh milk from small scale farmers can also be seen in the market today, and each brand creates differentiations for their own brands. The purpose of this study was to understand the association between perceived quality, trust, customer loyalty and fresh milk consumption behavior.
This study takes consumers who buy fresh milk in Taiwan as the research object, adopts questionnaire survey, and uses SPSS19.0 statistical software for empirical analysis. Such as sample structure analysis, mean analysis, reliability analysis, validity analysis, t test, Pearson correlation analysis and regression analysis are used to test the influence of different consumer basic data on various aspects. Most of the samples were "female", "over 50 years old", "agricultural, industrial and commercial service industry", and "university graduate".
According to the research, perceived quality, trust, and customer loyalty are all positively correlated. Perceived quality has a positive impact on trust and customer loyalty, and trust has a positive impact on customer loyalty. According to the research results, today's consumers attach great importance to product quality. This research will suggest that the marketing strategy of fresh milk products should focus on the quality of the product itself, so as to enhance and maintain customer loyalty to the brand.

並列關鍵字

Consumer Behavior Analysis ； Fresh Milk ； Perceived Quality ； Trust ； Customer Loyalty

參考文獻

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