品牌形象與知覺價值對品牌忠誠度之影響---以台南地區大學生使用臉部保養品為例

在此資訊日新月異的時代，基於人脈拓展及人際互動的需求日增，衍生出人們對外觀的重視。經觀察發現，年輕族群使用臉部保養品有普遍化的趨勢，所以各大品牌業者不斷推陳出新以吸引顧客，那麼，如何開發新顧客群並贏得原消費群持續青睞該品牌，成為本研究探索的重點及目標。因此，本文以台南地區大學生使用臉部保養品為例，研究品牌形象與知覺價值對品牌忠誠度之影響。研究結果顯示：(1)品牌形象會建立在「價值」上面，產品的價值越高越容易讓消費者對品牌形象產生滿足感；(2)當消費金額越高其知覺價值滿意度也越高，進而品牌忠誠度也相對提高；(3) 「品牌形象」對「品牌忠誠度」具有顯著正向影響；(4) 「知覺價值」對「品牌忠誠度」具有顯著正向影響；(5) 「品牌形象」和「知覺價值」對「品牌忠誠度」具有顯著正向影響。由以上可知，在多元化市場角力下，各品牌業者的行銷策略必須要強化自身品牌形象、提高顧客的知覺價值，才能有效提高顧客的滿意度，進而強化顧客對自身品牌的忠誠度。

關鍵字

品牌形象；知覺價值；品牌忠誠度

並列摘要

In the modern world, people take their appearance seriously for social connection and personal interaction. Facial care products have been popularly used among young people. Therefore, major brands appeal to the consumers by continually developing new products. It motivated the case study on the face care consumption of college students in Tainan to examine the impact of brand awareness and perceived value for brand loyalty. The results show as followed: (1) value brings better brand awareness and higher satisfaction; (2) higher prizes make more perceived value and brand loyalty; (3) brand awareness has obviously positive impact on brand loyalty; (4) perceived value has obviously positive impact on brand loyalty; (5) brand awareness and perceived value have obviously positive impact on brand loyalty. In conclusion, the marketing strategies of the brands should promote the brand awareness, strengthen consumers’ perceived value for better consumption satisfaction and stronger brand loyalty.