品牌知名度、品牌形象、遊客體驗對購買意願影響之研究-以宜蘭餅觀光工廠伴手禮為例

本研究在探討消費者對品牌知名度、品牌形象、遊客體驗對購買意願間之關係，以宜蘭餅觀光工廠伴手禮為例，以該工廠的消費者為主要調查對象，以立意抽樣方式紙本問卷發放調查，總計發出416份問卷，有效問卷399份，回收率為96%。應用SPSS 22.0.0統計軟體進行問卷之信效度分析、敘述統計分析、t檢定、單因子變異數分析、Pearson積差相關分析與路徑分析，經由實證分析研究結果如下：品牌知名度、品牌形象、遊客體驗與購買意願皆達正向的顯著相關，品牌知名度與品牌形象、品牌知名度與遊客體驗、品牌知名度與購買意願，三者均具有高相關程度；品牌形象與遊客體驗、品牌形象與購買意願，兩者均具有極高相關程度；遊客體驗與購買意願具有極高相關程度。品牌知名度透過品牌形象及遊客體驗對購買意願影響最為明顯，由此可知，品牌知名度之品牌認知及品牌回想會影響消費者對宜蘭餅觀光工廠伴手禮之購買意願，其中透過品牌形象及遊客體驗之總效果影響最大。

關鍵字

品牌知名度；品牌形象；遊客體驗；購買意願

並列摘要

This study investigated the relationships among Brand Awareness, Brand Image, Visitor Experience and satisfaction of the Yilan cake factory. Targeted interviewees were consumers of Yilan cake factory. The survey was conducted with the questionnaires Totally 416 questionnaires distributed with 399 valid samples collected The response rate was 96%. Using descriptive statistics, t-test, one-way ANOVA, Pearson Product-moment correlation and path analysis by statistical software SPSS 22.0.0, The major conclusions were as follows: There were positive obviously relationships among brand awareness, brand image, visitor experience and satisfaction. The brand awareness had significantly positive influences on the consumer brand image, visitor experience and satisfaction. The consumer brand image had significantly positive influences on both of visitor experience and satisfaction. And the consumer visitor experience had significantly positive influences on satisfaction. It was found that brand awareness had a major obviously influence on satisfaction through brand image and visitor experience. In other words, the consumer satisfaction of the Yilan cake factory was effected by brand awareness , included of physical surroundings, social surroundings, temporal perspective and task definition, via brand image and visitor Experience.