品牌形象、品牌知名度對有機農產品購買意願影響之研究–以Orikey有機手工香皂為例

本研究主要探討購買Orikey有機手工香皂的消費者對品牌形象、品牌知名度對購買意願之影響。並以曾購買過Orikey有機手工香皂之消費者為研究對象，以實測問卷及網路問卷方式收集，共收集400份有效問卷，經SPSS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品牌形象、品牌知名度、購買意願等三個構面之差異與關係。樣本以「女性」、「41-50歲」、「其他」、「大學(含專科)」、「平均月收入60,001元(含)以上」、「每購買Orikey有機手工香皂主要目的以自用」、「每次購買有機手工香皂平均消費額以301元-500元」者居多。經由實證分析研究結果如下：本研究結論：（1）消費者對品牌形象的認同程度越高，則對品牌知名度的認同程度也會越高。（2）消費者對品牌形象與品牌知名度的認同程度越高，則對購買意願的認同程度也會越高。故品牌形象之功能性、經驗性與象徵性會影響消費者的購買意願。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。

關鍵字

有機手工香皂；品牌形象；品牌知名度；購買意願

並列摘要

This study was aimed to explore the impact of brand image, brand awareness on purchase intention overor ganic agriculture production of Orikey organic soap. A total of 400 effective questionnaires including paper and online questionnaires of target populations were recruited. Statistical analysis over reliability and validity were measured using SPSS while descriptive statistics, One-way ANOVA, independent t-test, correlation and path analysis were used exploring differences and correlations among brand image, brand awareness, and purchase intention. Qualifications of participants were: female, aged between 41 to 50, others, college level of education, average income over 60,001 NT dollars, personal use as purchase purpose, 301 to 500 NT dollars of average spending. Results were listed as below. (1)Target consumers with higher brand image identification, the higher the identification over brand awareness. (2)Target consumers with higher brand image and awareness, the higher the purchase intention over identification. It was concluded that the brand functional, experimental, and symbolic level showed positive impact over purchase intention. Potential marketing policies and managerial implications were suggested according to findings of this study as recommendations for future consideration.