品牌知名度、品牌形象對咖啡購買意願影響之研究– 以屏東吾拉魯滋部落咖啡屋為例

本研究主要探討購買品牌知名度、品牌形象對咖啡購買意願之影響– 以屏東吾拉魯滋部落咖啡屋為例的消費者對品牌知名度、品牌形象對購買意願之影響。並以曾購買過吾拉魯滋部落咖啡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知名度、品牌形象、購買意願等三個構面之差異與關係。樣本以「女性」、「51歲(含)以上」、「大學(含專科)」、「其他」、「平均月收入20,001-40,000元」、「交通工具以汽車」、「居住地以北部」者居多。經由實證分析研究結果如下：本研究結論：(1)消費者對品牌知名度的認同程度越高，則對品牌形象的認同程度也會越高。(2)消費者對品牌知名度與品牌形象的認同程度越高，則對購買意願的認同程度也會越高。故品牌知名度之品牌回想與品牌確認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

吾拉魯滋部落咖啡；品牌知名度；品牌形象；購買意願

並列摘要

This study was aimed to explore brand awareness, brand image impact on coffee purchase intention - A case study on Pingtung Ulaljuc Tribe industry. 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, over 51 years old, others, college level of education, average income 20,001 to 40,000 dollars, cars are the main vehicle, mainly live in the north of average spending. Results were listed as below. (1)Target consumers with higher brand awareness identification, the higher the identification over brand image. (2)Target consumers with higher brand awareness and image, the higher the purchase intention over identification. It was concluded that the brand awareness brand recall and brand confirmation 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.