品牌形象、產品屬性、知覺價值對購買意願之影響–以老實農場檸檬產品為例

本研究主要探討老實農場檸檬產品的品牌形象、產品屬性、知覺價值對購買意願之影響。以曾購買過老實農場檸檬產品的消費者為研究對象，共發放461份問卷，有效問卷420份，有效回收率為91.1%，經SPSS統計分析軟體進行信度及效度分析、敘述性統計分析、獨立樣本t檢定及單因子變異數分析、相關分析及路徑分析來檢定品牌形象、產品屬性、知覺價值對購買意願等四個構面之差異與關係。人口統計變數分析顯示，以「女性」年齡在「30-39歲」為主，教育程度方面以「大學或專科」為最多，職業以「服務業」為主，個人月平均收入方面以「24,001~40,000元」最多，曾購買過老實農場檸檬產品的年平均次數方面，以「1~2次」居多，每次購買老實農場檸檬產品之平均消費金額方面，以「500元以下」為最多，如何得知老實農場相關資訊方面，以「親友介紹」居多。本研究結論：(1)不同人口統計變數在品牌形象、產品屬性、知覺價值及購買意願之各變數上具有部分顯著差異。(2)產品屬性對品牌形象均呈現正向的顯著影響，表示消費者對於產品屬性的認同程度越高，則對品牌形象的認同程度也會越高。(3)品牌形象、產品屬性對購買意願均呈現正向的顯著影響，表示消費者對品牌形象與產品屬性的認同程度越高，則對購買意願的認同程度亦越高。(4)品牌形象、產品屬性、知覺價值對購買意願均呈現正向的顯著影響，表示消費者對品牌形象、產品屬性、知覺價值認同程度越高，則對購買意願的認同程度也會越高。(5)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的總效果為最大，故品牌形象之功能性、經驗性及象徵性會影響消費者的購買意願。

關鍵字

老實農場；檸檬；品牌形象；產品屬性；知覺價值；購買意願

並列摘要

This research mainly explores the influence of the brand image, product attributes, and perceived value of Earnest Farm lemon products on purchase intention. Taking consumers who have purchased lemon products from Earnest Farm as the research object, a total of 461 questionnaires and 420 valid questionnaires were distributed. The effective recovery rate was 91.1%. The reliability and validity analysis and narrative statistical analysis were carried out by SPSS statistical analysis software. Independent sample T-test and single factor variance analysis, correlation analysis and path analysis to verify the difference and relationship of the four dimensions of brand image, product attributes, perceived value and purchase intention. According to the analysis of demographic variables shows that women are mainly 30-39 years old, university or junior college is the most in terms of education level, "service industry" is the main occupation, and the average monthly personal income is NTD 24,001~40,000 is the most. In terms of the average annual number of purchases of lemon products from , 1~2 times is the most. In terms of the average consumption amount of each purchase of lemon products from , under NTD 500 is the most. In terms of how to get information about Honest Farm, introductions from relatives and friends are mostly. The conclusions of this study: (1) Different demographic variables have some significant differences in the variables of brand image, product attributes, perceived value and purchase intention. (2) Product attributes have a positive and significant impact on brand image, which means that the higher the consumer's recognition of product attributes, the higher the recognition of brand image. (3) Brand image and product attributes have a positive and significant influence on purchase intention, which means that the higher the consumer's recognition of brand image and product attributes, the higher the recognition of purchase intention. (4) Brand image, product attributes, and perceived value all have a positive and significant impact on purchase intention, indicating that the higher consumers' recognition of brand image, product attributes, and perceived value, the higher the degree of recognition of purchase intention. (5) Among the various dimensions of variables that affect purchase intention, the total effect of brand image directly affecting purchase intention is the largest. Therefore, the functionality, experience and symbolism of brand image will affect consumers' purchase intention.