越南是一個種植咖啡量非常大的國家。由於越南當地的自然環境與文化背景的影響。目前在東亞地區越南已經成為一個很重要的咖啡出口國。多年來,咖啡已成為人類生活的基本需求, 咖啡也是帶來給越南農民高經濟價值的農產品之一。在越 南中 原 咖 啡 (Trung Nguyen) 是代 表 性 產 品。近年來,中原咖啡在越南的品牌建立中取得了奇蹟般的成功,在5年内不到的時間,中原已在全國各地和世界各地都有相關的業務。另外,中原的咖啡已提供給消費者非常有趣的體驗,從而創建了一個在全國有最大市場占有率的咖啡廳。本研究主要研究目的在探討中原咖啡聽的品牌權益,品牌形象,品牌關係與消費者購買意願之間的影響關係。當消費者選擇購買產品時,是否會因為這三個因素而影響購者購買的決定。本研究以中原咖啡聽的消費者為研究對象,並使用結構化實體問卷作為數據收集工具。問卷對象主要為一般消費者,不設限性別、年齡,教育程度與所得,有購買過中原咖啡的消費者為施測對象。本研究通過網路發放,總共收回225份合格做為有效樣本。使用相關分析來分析每個變量的相關係數,以了解其相關性,相關程度和方向,並使用回歸分析來驗證變量之間的影響程度。 本研究的獨立性和依賴性,以驗證本研究的假設。研究結果顯示,品牌權益與消費者購買意願有正向影響,品牌形象與消費者購買意願有正向影響,品牌關係與消費者購買意願沒有顯著影響。
Due to the factors of the culture and the environment, a large amount of coffee has been grown in Vietnam. Thereby Vietnam has become an important coffee exporter in East Asia. In recent years, coffee has become a basic necessity of life and coffee is also one of the agricultural products that bring high economic value to Vietnamese farmers. Typical in Vietnam's coffee industry is the Trung Nguyen coffee brand. In recent years, Trung Nguyen Coffee has achieved marvelous success in establishing and building a brand in Vietnam. Trung Nguyen's chain of coffee shops also provides consumers with very interesting experiences, thereby creating a coffee brand with the largest market share in the country. Therefore, this study suggests that it is necessary to understand carefully the factors affecting consumers' willingness to Trung Nguyen Coffee. The main purpose of the study is to explore the relationship between brand equity, brand image, brand relationship to Trung Nguyen Coffee's purchase intentions. This study took customers of Trung Nguyen coffee shops as the study subjects and uses questionnaire for collecting data. A total of 225 valid samples were included in this study. Correlation analysis and regression analysis were used to understand the relationship among brand equity, brand image, brand relation, and purchase intention. The results show that brand equity has a significant positive impact on purchase intention, but brand relations do not have a significant impact on purchase intention.