消費體驗、品牌形象對再購意願之影響－以台中IKEA宜家家居為例

本研究旨在探討台中IKEA消費者的消費體驗、品牌形象對再購意願影響，採問卷調查，共計發放420份，問卷回收為406份，有效回收率達96%。所得資料經描述性統計、獨立樣本t檢定、單因子變異數分析與迴歸等統計方法進行分析。所得結果如下： IKEA消費者多以女性居多；未婚者為多數；30歲（含）以下為主要客群，其次是41~50歲；大學（專）為主；任職以工商服務業為多數；月收入以30,001~40,000元人數最多，50,001~60,000元最少；地區則以原台中市為主；來店次數以五次（含）以上最多；另消費者之不同人口背景變項在消費體驗、品牌形象及再購意願上，具有顯著差異。IKEA消費者的消費體驗對品牌形象具有顯著正向影響；消費體驗對再購意願亦具有顯著正向影響；品牌形象對再購意願也具有顯著正向影響；而品牌形象在消費體驗與再購意願間具有中介作用。依據研究結果提出相關建議，以提供IKEA經營者營運上參考。

關鍵字

再購意願；品牌形象；消費體驗

並列摘要

This study aimed to explore customer's consumption experience and brand image on repurchase intention of IKEA Taichung. Totally 420 questionnaires were distributed.406 questionnaires were received.Effective response rate is 96% high. Analysis includes descriptive statistic, independent sample t test, ANOVA and regression analysis. The investigation shows that female respondents are more than male. Most of them are unmarried. Under 30 years old respondents are the most,second is between 41 to 50 years old.And most of them are bachelor's degree.Occupations of Business Services are the most.Most of respondents are on a salary between 30,001 to 40,000 TWD,between 50,001 to 60,000 TWD is the least. Residence of former Taichung City is the most. Most of respondents had visited IKEA five times or more. Different background respondents had significant positive effect on consumption experience, brand image and repurchase intention.Consumption experience of IKEA’s customer had significant positive effect on brand image. Consumption experience of IKEA’s customer had significant positive effect on repurchase intention. IKEA's brand image had significant positive effect on repurchase intention.And brand image has mediating effect on Consumption experience and repurchase intention. According to the results and make recommendations for IKEA's operation.