品牌形象、知覺價值與購買意願之研究—以仁武區農會紅蕃天蕃茄為例

摘要學號：N10550009 總頁數：85 論文名稱：品牌形象、知覺價值與購買意願之研究—以仁武區農會紅蕃天蕃茄為例學校名稱：國立屏東科技大學系（所）別：農企業管理系畢業時間及摘要別：106學年度第2學期碩士學位論文摘要研究生：林憲呈指導教授：林永順博士論文摘要內容：台灣農產品不僅面對海外進口水果的競爭，對內也有生產過剩與同性質水果的高度競爭，農產品若僅靠品質與價格作為吸引消費者購買的因素，將越來越缺乏對消費者的吸引力。為了提高消費者對仁武區農會紅蕃天番茄的購買意願，本研究將以問卷調查來蒐集消費者對仁武區紅蕃天番茄的看法，探討品牌形象與知覺價值是否會影響消費者的購買意願。為了更廣泛收集到消費者的意見，本研究採用網路問卷調查，調查時間為2018年1月1日至2月28日為止，共回收了321份問卷。結果有以下幾點發現：一、本研究品牌形象、知覺價值與購買意願量表具有高度內部效度與信度二、外觀、農會品牌與口感是最吸引受訪者青睞的品牌形象項目三、受訪者具有高度知覺價值與購買意願四、知覺價值、經驗性、象徵性與功能性會正向影響購買意願 II 五、經驗性、象徵性與功能性會顯著正向影響知覺價值六、受訪者背景變項在品牌形象、知覺價值與購買意願上的差異並不顯著本研究並根據研究發現提出以下幾點建議：一、以網路行銷行塑農會與農特產品形象二、舉辦產地旅行與體驗活動三、規劃行銷主軸來推動當地農產品關鍵字：仁武農會、農產品、品牌形象、知覺價值、購買意願

關鍵字

仁武農會；農產品；品牌形象；知覺價值；購買意願

並列摘要

Abstract Student ID：N10550009 Total Page：85 Title of Thesis：The Study of Brand Image, Perceived Value and Purchasing Intention—Ren Wu Farmer Association Tomato as Example Name of Institute：Department of Agribusiness Management, National Pingtung University of Science and Technology Graduate date：July , 2018 Degree Conferred：Master Name of student：Lin, Hsien-Cheng Advisor：Dr. Yeong-Shenn Lin The Contents of Abstract in this Thesis： Taiwan’s agricultural products not only face the competition of imported fruits from overseas, but also have a highly competition for domestic overproduction. If the quality of agricultural products depends solely on quality and price as a factor to attract consumers, they will become less and less attractive to consumers. This study adopts online questionnaire as tool to gather tomato purchasing opinion of consumer. The main point is to clarify whether brand image and perceived value influence purchasing intention of consumer. 321 questionnaires received during 20180101 to 20180228. The results show below. a. The questionnaire of brand image, perceived value and purchasing intention with highly reliability and validity. b. Fruit appearance, brand and taste are the most attractive items for respondents. c. Respondents have highly perceived value and purchasing intention. d. Perceived value, empirical, symbolic and functional can positive influence purchasing intention. e. Empirical, symbolic and functional can positive influence perceived value. f. Respondent backgrounds have no difference on brand image, perceived value and purchasing intention. The suggestions offer below. a. Adopting online marketing to build up brand of farmer association and production. b. Holding rural travel and experience activities. c. Planning marketing plan or activity to market rural agricultural products. Keywords: Ren Wu farmer association, agricultural production, brand image, perceived value, purchasing intention.