品牌知名度、品牌形象對消費者購買意願影響之研究--以屏東好物農產品為例

本研究主要在探討品牌知名度、品牌形象對消費者購買意願影響之研究-以屏東好物農產品為例，研究對象以參加屏東好物行銷活動消費者進行抽樣調查，採發放實體問卷方式加以收集，共計回收400份有效問卷，並利用SPSS22.0統計套裝軟體進行問卷信度及效度分析、敘述性統計分析、單因子變異數分析、獨立樣本t檢定、相關分析及迴歸分析。人口統計變數分析結果顯示，消費者以「女性」、「已婚」、「40~49歲」為主，教育程度以「大學及獨立院校」最多，職業以「服務業」為主，月平均收入以「25,251~40,000元」最多、每次平均消費額以「900元(含)以上」最多。本研究結論為「品牌知名度」對「品牌形象」具有正向顯著相關，代表品牌知名度愈高，消費者對屏東好物的品牌形象認同度愈高。「品牌知名度」對「消費者購買意願」具有正向顯著相關，代表品牌知名度愈高，消費者的購買意願也越高。「品牌形象」對「消費者購買意願」具有正向顯著相關，代表品牌形象越好，消費者的購買意願也越高。品牌知名度對消費者購買意願具有直接效果。品牌知名度透過品牌形象中介變數對消費者購買意願具有間接效果。表示品牌知名度對消費者購買意願是有顯著的直接效果，並且品牌知名度會藉由品牌形象對消費者購買意願帶來間接效果。因此，品牌知名度會對消費者購買意願產生直接及間接的影響，影響總效果最大。本研究依研究結論提出建議作為相關單位日後行銷策略及規劃之參考。

關鍵字

農產品；品牌知名度；品牌形象；消費者購買意願

並列摘要

This research mainly discusses the influence of brand awareness and brand image on consumers' purchase intention - taking Pingtung Good Food’s Agricultural Products as an example, the research object is to conduct a sample survey of consumers participating in Pingtung Good Food’s marketing activities, and collect them by distributing physical questionnaires. A total of 400 valid questionnaires were recovered, and SPSS 22.0 statistical package software was used to conduct questionnaire reliability and validity analysis, descriptive statistical analysis, one-way analysis of variance, independent sample t test, correlation analysis and regression analysis. The analysis results of demographic variables show that consumers are mainly "female", "married", and "40-49 years old", the education level is "university and independent colleges" the most, and the occupation is mainly "service industry". The average income is the most at "25,251~40,000 yuan", and the average consumption per time is the most at "900 yuan (inclusive)". The conclusion of this study is that "brand awareness" has a positive and significant correlation with "brand image", which means that the higher the brand awareness, the higher the consumer's recognition of the brand image of Pingtung Good Food’s. "Brand awareness" has a positive and significant correlation with " consumers' purchase intention ", which means that the higher the brand awareness, the higher the purchase intention of consumers. "Brand image" has a positive and significant correlation with " consumers' purchase intention ", which means that the better the brand image, the higher the purchase intention of consumers. Brand awareness has a direct effect on consumers' purchase intention. Brand awareness has an indirect effect on consumers' purchase intention through the mediating variable of brand image. It indicates that brand awareness has a significant direct effect on consumers' purchase intention, and brand awareness will have an indirect effect on consumers' purchase intention through brand image. Therefore, brand awareness will have a direct and indirect impact on consumers' purchase intention and the total effect is the greatest. Based on the research conclusions, this research puts forward suggestions as a reference for relevant units' future marketing strategies and planning.