品牌形象、服務品質對消費者購買意願影響之研究-以仁武區農會綠青翠絲瓜為例

The Study of Brand Image, Service Quality to Consumers’ Purchasing Intention-Green Luffa in Ren-Wu Farmers’ Association as Example

李菁茹(Lee Ching-Ju)

指導教授 ： 蔡青園

國立屏東科技大學/管理學院/農企業管理系所/碩士(2020年)

https://doi.org/10.6346/NPUST202100186

摘要

本研究主要探討購買綠青翠絲瓜的消費者對品牌形象、及服務品質對購買意願之影響。並以曾購買過綠青翠絲瓜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420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、相關分析來檢定品牌形象、服務品質、購買意願等三個構面之差異與關係。樣本以「女性」、「31-40歲」、「未婚」、「服務業」、「大學」、「每次購買之平均消費以500元以下」、「主要購買目的以自用」者居多。經由實證分析研究結果如下：（1）品牌形象對消費者影響最認同為「綠青翠絲瓜是仁武農會的品牌蔬果，讓人覺得有保障跟信用」。（2）服務品質對消費者影響最認同為「農會的場地感覺很乾淨與舒適」。（3）購買意願 對消費者影響最認同為「在可接受的價格下我會考慮購買綠青翠絲瓜的產品」。
在各構面間之相關性分析結果為（1）消費者對品牌形象的認同程度越高，則對購買意願也會越高。（2）消費者對服務品質的認同程度越高則對購買意願也會越高。（3）品牌形象對服務品質為正向影響關係

最後本研究依結果進一步提出結論及可行建議供業者及相關單位在行銷上之參考。

關鍵字

品牌形象 ； 服務品質 ； 消費者購買意願 ； 仁武區農會 ； 綠青翠絲瓜

並列摘要

This research mainly explores the influence of consumers who buy green loofah on brand image and service quality on purchase intention. And take consumers who have purchased green turquoise loofah as the research object. Collected 420 valid questionnaires in the form of measured questionnaires and online questionnaires. The SPSS statistical analysis software is used to conduct reliability and validity analysis, narrative statistical analysis, Single factor variance analysis, independent sample t test, and correlation analysis are used to test the differences and relationships among the three dimensions of brand image, service quality, and purchase intention. The sample is mostly "female", "31-40 years old", "unmarried", "service industry", "university", "average consumption per purchase is less than 500 yuan", and "main purchase purpose is for personal use". The results of the empirical analysis are as follows: (1) The influence of brand image on consumers is most recognized as "Green Luffa is the brand of Renwu Farmers Association, which makes people feel safe and credible." (2) The impact of service quality on consumers is most recognized as "The venue of the peasant association feels very clean and comfortable." (3) Purchasing willingness to affect consumers is most recognized as "I will consider buying green loofah products at an acceptable price".
The results of the correlation analysis among the various dimensions are (1) The higher the degree of consumer recognition of the brand image, the higher the willingness to buy. (2) The higher the consumer's recognition of service quality, the higher the willingness to purchase. (3) Brand image has a positive influence on service quality

Finally, based on the results of this research, further conclusions and feasible suggestions are provided for the marketing reference of the industry and related units.

並列關鍵字

Brand Image ； Service Quality ； Consumer Willingness to Buy ； Renwu District Farmers’ Association ； Green Luffa

參考文獻

參考文獻

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