從品牌形象、互動品質到再購意願 －知覺價值與顧客滿意度的雙重中介角色

From Brand Image, Interactive Quality to Repurchase Intention - The Dual Intermediate Role of Perceived Value and Customer Satisfaction

莊美貴(Mei-Kuei, Chuang)

指導教授 ： 李國瑋

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2018年)

摘要

在日常生活中，每人每天所觸及的品牌無以數計，品牌形象對企業而言，是命脈，更是企業無形的價值與獲利泉源。琳瑯滿目的品牌提供了消費者更豐富且多元化的商品選擇；對連鎖藥妝業者而言，面臨眾多新品牌林立、市場競爭激烈及高齡化社會型態，該如何運用品牌資源創造價值，進而提高消費者再購頻率。本研究目的即為探討連鎖藥妝店的顧客對品牌形象、互動品質、知覺價值、顧客滿意度對再購意願間相關性與影響程度。
本研究對象為連鎖藥妝店消費之顧客，問卷採用非隨機之便利取樣方式共寄發690份，回收618份有效問卷，有效回收率90.1%。經彙整後進行敘述性統計分析、因素分析、信度分析、皮爾森相關分析、迴歸分析等相關驗證。
研究結果顯示各構面之間的關聯性具顯著關係且相互影響。以顧客的知覺價值與滿意度而言，消費者對其連鎖藥妝店的品牌形象及互動品質對於知覺價值、顧客滿意度皆具有正向顯著影響；而知覺價值正向顯著影響顧客滿意度；知覺價值及顧客滿意度亦正向且顯著影響再購意願。本研究進一步以知覺價值及顧客滿意度進行中介效果分析，實證發現，品牌形象、互動品質分別透過知覺價值、顧客滿意度影響再購意願，顯見知覺價值及顧客滿意度扮演極重要之中介角色。
本研究再次印證品牌形象、互動品質、知覺價值等實為建立顧客滿意度的重要關鍵因素，更高度影響消費者之再購意願。讓顧客滿意與持續再購是企業永續經營與創造利潤的基石。期望此結果可提供企業管理與行銷策略訂定之參考。

關鍵字

品牌形象 ； 互動品質 ； 知覺價值 ； 顧客滿意度 ； 再購意願

並列摘要

In daily life, each person may contact countless brands every day. Brand image is the lifeblood and even the intangible value and profitable source of the company. The dazzling brands provide consumers with more rich and diversified product choices. For cosmeceutical chain stores, how to use brand resources to create value to further increase the repurchase frequency of consumers facing numerous new brands, intense market competition and aging social formation. This research aimed to explore the influence degree of brand image, interactive quality, perceived value and customer satisfaction on repurchase intention and the relevance among them for the customers of cosmeceutical chain stores.
The subjects were customers who consumed in cosmeceutical chain stores. A total of 690 questionnaires were released by non-random convenience sampling, and 618 valid questionnaires were recovered, with a valid return rate of 90.1%. The data were analyzed using descriptive statistics, factor analysis, reliability analysis, Pearson correlation analysis, and regression analysis.
The results showed that the various aspects have significant relationships and influence each other. In terms of customers’ perceived value and satisfaction, the cosmeceutical chain stores’ brand image and the interactive quality with customers have a significant positive impact on perceived value and customer satisfaction. Perceived value positively influences customer satisfaction significantly. Perceived value and customer satisfaction also positively influence repurchase intention significantly. This research further analyzed the mediating effects of perceived value and customer satisfaction. It was found empirically that brand image and interactive quality respectively influence the repurchase intention through perceived value and customer satisfaction. Obviously, perceived value and customer satisfaction play an important intermediary role.
This research confirmed that brand image, interactive quality and perceived value are important key factors in the establishment of customer satisfaction and highly influence repurchase intention of consumers. Enabling customers to be satisfactory and continuous repurchase is the basis of sustainable operation and profit creation of the company. It is expected that this result can provide reference for the establishment of corporate management and marketing strategy.

並列關鍵字

brand image ； interactive quality ； perceived value ； customer satisfaction ； repurchase intention

參考文獻

Sheth, J. N., Newman, B. I., and Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.

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何浚豪（2017）。品牌形象、服務品質、價格促銷、顧客滿意與再購意願關係之探討。國立高雄第一科技大學行銷與流通管理系碩士論文。