從消費者知覺探討連鎖手搖茶飲業之品牌個性與購買意願

A Study of Exploring the Brand Personality and Purchase Intention of Handmade Tea Drinks from Customers’ Perception

蔣佩真(PEI-CHEN CHIANG)

指導教授 ： 林晏瑜

朝陽科技大學/管理學院/休閒事業管理系/碩士(2018年)

摘要

台灣連鎖手搖茶飲市場品牌林立，要深耕在消費者心目中，業者必須以品牌優勢找到最適合的定位達到品牌效益。過去研究多著墨在於產品與服務上，鮮少對於品牌個性進行深入探討。本研究以品牌個性為主軸，修訂Aaker (1997)的品牌個性量表為研究基礎，建構屬於手搖茶飲業的品牌個性架構，以多元尺度分析法探討連鎖手搖茶飲業品牌個性定位研究，以及不同競爭群之間各屬性差異進而探究消費者購買意願之影響。本研究將研究方法區分為兩階段，第一階段利用問卷與焦點團體會議質性分析為知名度調查及茶飲品牌個性調查，第二階段為探討消費者對於各手搖茶飲業品牌之品牌個性知覺與購買意願，經便利抽樣收回454份樣本，剔除無效問卷24份，實得有效問卷430份。結果顯示，五家連鎖手搖茶飲業品牌各自具有不同程度的品牌個性知覺，透過多元尺度分析知覺圖，將五家連鎖手搖茶飲業品牌分為三大群組，並發現新舊廠商的市場區隔，亦實證了部份品牌個性對於消費者購買意願有顯著正向影響效果，其中「舒服的」、「可靠的」兩項品牌個性因素對購買意願具有正向顯著影響，意即消費者在購買手搖茶飲時，品牌給予消費者「舒服的」、「可靠的」的品牌個性知覺越強烈則購買意願越高，以提供業者適當的市場定位與行銷策略擬定之參考。

關鍵字

購買意願 ； 品牌個性 ； 手搖茶飲

並列摘要

Many chain of handmade tea drinks market setted up in Taiwan, to be deeply implanted in the minds of consumers, the tea drinks industry must find the most suitable positioning of brand advantage to achieve brand benefits. In the past, research has focused on products and services however didn't do any thoroughly discussion on brand personality. Based on the personality of the brand, this study revised the brand personality scale of Aaker (1997) as the research foundation, constructed the brand personality constructs belonging to the handmade tea drinks industry, and explored the brand personality positioning of the chain handmade tea drinks industry by multi-scale analysis. Finding the differences in attributes among different competing groups to explore the impact of consumers purchase Intention. In this study, the research is divided into two stages. The first stage uses the focus group meetings as the gualitative survey, and the second stage explores the consumer's brand personality perception and purchase intention for each handmade tea drinks brand. 454 samples were send, 24 invalid questionnaires were excluded, and 430 valid questionnaires were obtained. The results show that the five brands of handmade tea drinks have different levels of brand personality perception. Through the multi-scale analysis of perception, five chain-store of handmade tea drinks brands are discriminated in into three groups, new and old manufacturers are discovered and the market segmentation also demonstrates that some brand personality has a significant positive impact on consumers' purchase willingness. The two factors of “comfortable” and “reliable” have positive and significant impact on purchase intention, meaning when consumers buy a handmade tea drinks, the brand gives consumers "comfortable" or "reliable" perception of brand personality. The stronger the perception of the brand personality, the higher the willingness to purchase, hopeing this research results can provide the industry with an appropriate market positioning and marketing strategy.

並列關鍵字

Purchase Intention ； Brand personality ； Handmade tea drinks

參考文獻

中文文獻

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