品牌形象、知覺品質對顧客滿意度及再購意願之研究—以觀自在有機農場苦瓜花蓮2號為例

台灣地區所發展之苦瓜花蓮2號系列產品已逐漸受到消費者的接受與喜愛，其中花蓮縣壽豐鄉所產的苦瓜花蓮2號已成為代表東台灣的特色產品。本研究所探討之個案—觀自在農場，為壽豐地區無毒農業的示範農場。本研究主要探討觀自在有機農場苦瓜花蓮2號的消費者其品牌形象、知覺品質對顧客滿意度及再購意願之影響。以曾經購買過觀自在有機農場苦瓜花蓮2號產品之消費者作為研究對象，以實地訪談方式進行調查蒐集400份有效問卷，採用SPSS統計分析軟體進行敘述性統計、t檢定及ANOVA變異數分析、相關分析及路徑分析來檢定品牌形象、知覺品質對顧客滿意度及再購意願之等四個構面之關係。本研究結論：經由人口統計變數分析結果顯示，曾購買觀自在農場苦瓜花蓮2號產品之消費者以「女性」居多；年齡方面以「30-39歲」的消費者為最多；職業方面以「軍公教」的消費者為最多；教育程度方面以「大學或專科」的消費者為最多，每月所得方面以「20,001-40,000元」的消費者為最多。經由實驗分析結果得知，其本研究獲得結論如下：一、品牌形象對知覺品質有正向顯著影響。二、品牌形象對顧客滿意度有正向顯著影響。三、品牌形象對再購意願有正向顯著影響。四、知覺品質對顧客滿意度有正向顯著影響。五、知覺品質對再購意願有正向顯著影響。六、顧客滿意度對再購意願的影響有正向關係。

關鍵字

品牌形象；知覺品質；顧客滿意度；再購意願；苦瓜花蓮2號

並列摘要

The black tea variety Gourd Hualien Number 2 has gradually become accepted and loved by consumers in Taiwan. The Bitter Gourd Hualien Number 2 produced in Shoufeng Township, Hualien County has become a special product representing East Taiwan. Guan Zi Zai organic farm was used for the study case site, because it was a model store for non-toxic agriculture. This study investigated the relationships among brand image, perceived quality, consumer satisfaction, and repurchase intention. The survey was conducted using questionnaires. Targeted interviewees were consumers who had experience shopping at the Guan Zi Zai organic Farm. The survey acquired 400 completed and valid responses to the questionnaire. The methods used to verify the relationships among the four dimensions of brand image, perceived quality, customer satisfaction, and repurchase intention were descriptive statistics, t-test, one-way ANOVA, Pearson Product-moment correlation, and path analysis by statistical software SPSS 22.0.0. A demographic analysis showed that the consumers who bought the self-cultivated Bitter Melon Hualien 2 tea were mostly “female”; the most common age was 30-39 years old; the most common occupation was “military”; the most common highest level of education was "university or specialist"; and the most common monthly income was "NT$20,001-40,000." According to the results of experimental analysis, the conclusions of this study are as follows: 1.Brand image has a positive and significant impact on perceived quality. 2.Brand image has a positive and significant impact on customer satisfaction. 3.The brand image has a positive and significant impact on the repurchase willingness. 4.Perceived quality has a positive and significant impact on customer satisfaction. 5.Perceived quality has a positive and significant impact on repurchase intentions. 6.There is a positive relationship between customer satisfaction and repurchase intentions.