消費者對品牌形象、知覺價值及再購買意願之研究–以仁武區農會的農仁良食為例

為了消費者的健康把關，「農仁良食」為消費者嚴選台灣農產品及海外進口蔬果魚貨等生鮮食材，若僅靠產品品質與價格作為吸引消費者再購買的因素，將無法提高產品對消費者的吸引力，為了提高消費者的再購買意願，本研究將以問卷調查來蒐集消費者對仁武區農會自創品牌「農仁良食」的品牌認知，探討品牌形象與知覺價值是否會影響消費者的再購買意願。為了收集到消費者的意見，本研究採用紙本問卷調查，調查時間為2021年1月1日至4月30日為止，共回收了321份問卷。結果有以下幾點發現：ㄧ、本研究量表具有高度內部效度與信度二、知覺價值、經驗性、象徵性與功能性會正向影響再購買意願三、經驗性、象徵性與功能性會顯著正向影響知覺價值四、受訪者背景變項在品牌形象、知覺價值與再購買意願上的差異並不顯著五、品質、保證與信用是最吸引受訪者青睞的品牌形象項目六、受訪者具有高度知覺價值與再購買意願

關鍵字

仁武農會；農仁良食；品牌形象；知覺價值；再購買意願

並列摘要

To consider consumers’ health, the own-brand of Renwu Township Farmers' Association-Good Food, strictly selects fresh food from Taiwan agricultural produce, overseas fruit, vegetables and fish for consumers. If only consider quality and price of products as the repurchase factors, that hold a little attraction for consumers. In order to increase consumers’ willingness of repurchase, this research will study whether brand image and perceived value will impact consumers’ repurchase intention. The data were collected by asking consumers to fill in questionnaires about consumers’ brand image of the own-brand of Renwu Township Farmers' Association-Good Food. Starting from the 1st of January to the 30th of April,2021, total 321 questionnaires were returned. Through the data analysis results, the findings are listed as below: First,The questionnaires possess high validity and reliability. Next,Perceived value, experiential, symbolic and functional have positive effect on the willingness of repurchase. Third,Experiential, symbolic and functional have positive effect on perceived value. Forth,The variable of interviewee’s background has no significant difference between brand image, perceived value and the willingness of repurchase. Fifth, Quality, assurance and credit are the most attractive brand image items. Lastly,The interviewees’ have high perceived value and the willingness of repurchase.