伴手禮之品牌形象、顧客忠誠度及購買意願關係之研究-以福義軒為例

「伴手禮」象徵著人與人之間聯繫橋樑，也逐漸成為商業行銷、各地特產及文創商品的名詞，產品種類從烘焙產品、零嘴及具在地特色產品等等，而消費者大多會選擇有「品牌」的廠商購買，促使廠商越來越重視品牌形象及顧客忠誠度的重要性。　　本文彙整品牌形象、顧客忠誠度與購買意願，以探討顧客的消費情境與行為模式，並針對嘉義伴手禮店家「褔義軒」顧客採取便利抽樣法，以量化統計方式做為本研究方法，獲得有效問卷372份，並利用SPSS 21.0統計軟體作為資料分析工具，經由信度分析、敘述性統計分析、獨立樣本ｔ檢定、單因子變異數分析、迴歸分析方法，應用研究假說之驗證。　　經由研究驗證得知： 1、消費者對品牌形象愈正向，則購買意願愈高，品牌形象對購買意願具有顯著正向影響。 2、顧客忠誠度愈高，消費者購買的意願也就愈高，顧客忠誠度對購買意願具有顯著正向影響。

關鍵字

伴手禮；品牌形象；顧客忠誠度；購買意願

並列摘要

Souvenirs act as a bridge between people; they have gradually become synonymous with commercial marketing, local specialties, and cultural and creative commodities. Types of souvenirs include bakery products, snacks, products with local features, etc. Consumers have always preferred to buy brands, which leads companies to pay more attention to the significance of brand image and customer loyalty. 　　This study compiled information on brand image, customer loyalty, and Purchase Intention; these concepts were used to discuss customer consumption scenarios and behavior models. Convenience samples were taken from customers of the souvenir shop in Chiayi: Fu Yishan. Quantitative and statistical research methods were adopted for this study, and 372 valid questionnaires were collected. SPSS statistics 21.0 was used as a tool for data analysis, while reliability analysis, descriptive statistical analysis, independent samples t test, one-way ANOVA, and regression analysis were used to verify research hypotheses. The findings are as follows: 1. The more positive a consumer’s attitude towards brand image, the more willing he/she is to purchase the brand products. Brand image has a significant effect on Purchase Intention. 2. The higher a consumer’s loyalty, the more willing he/she is to purchase. Customer loyalty has a significant positive effect on Purchase Intention.