味全在2013年後陸續發生食安問題,消費者針對台灣味全主力產品林鳳營牛奶進行抵制,為重新爭取消費者的認同,味全推出「酪農戶限定鮮乳─萬丹」新品牌,藉以改變消費者和社會的負面形象。本研究主要探討萬丹鮮乳系列產品的品牌形象、購買動機對購買意願影響,經SPSS 22.0統計分析軟體進行信度及效度分析、敘述性統計分析、單因子變異數分析、獨立樣本 t 檢定、相關分析及路徑分析來檢定萬丹鮮乳品牌形象、購買動機對購買意願影響。研究結果顯示,品牌形象對購買動機、購買意願具有顯著的直接效果;購買動機對購買意願具有顯著的直接效果。最後本研究依結果進一步提出可能的管理意涵,並提出可行建議供業者及相關單位在規劃及行銷上之參考。
The food safety problems of Wei Chuan Foods Corporation had been occurred frequently after 2013, and caused consumers resisted Linfengying milk, the main product of Wei Chuan Foods Corporation. In order to regain the trust of consumers, Wei Chuan launched the new brand of "Wandan Dairy Farmers Milk" to change the negative image of consumers and society. The study mainly explores the influence of the brand image and purchase motivation of Wandan's milk series on purchase intention. A methodology is used Reliability and Validity Analysis, Descriptive statistical analysis, One-way analysis of variance, Independent samples t-test, Correlation analysis and Path analysis according to SPSS22.0 software. Results showed that purchase motivation, purchase Intention would be affected by brand image. Purchase motivation has a significant direct effect on purchase intention. Finally, this study provides management implications as well as feasible suggestions to operators and related agencies.