品牌形象、品牌態度、品牌忠誠度與購買意願之關係研究-統一星巴克及85℃之比較

本研究旨在探究星巴克及85℃消費者品牌形象、品牌態度、品牌忠誠度與購買意願之關係，以大台南地區愛好咖啡消費者共491位為研究樣本。本研究採問卷調查法，利用t檢定、單因子變異數、相關分析、階層迴歸分析等統計方法進行分析。結果發現：不論星巴克或85℃各研究構面間之關係，品牌形象對品牌態度、品牌忠誠度與購買意願有正面的影響；品牌態度對購買意願有正面的影響；品牌忠誠度對購買意願有正面的影響；就中介效果而言，星巴克的品牌態度在品牌形象與購買意願之間具有完全中介效果，品牌忠誠度在品牌形象與購買意願之間具有完全中介效果；然在85℃的中介效果，品牌態度在品牌形象與購買意願之間具有部分中介效果，品牌忠誠度在品牌形象與購買意願之間具有部分中介效果。顯示消費者對咖啡的購買意願會受到品牌形象、品牌態度及品牌忠誠度所影響，同時，良好的品牌態度及品牌忠誠度亦會為企業的品牌形象帶來加分的效果。因此，本研究建議企業必須擁有特色且強勢的品牌形象，才能強化與其他品牌競爭，同時，企業必須給消費者完善的服務、優良的品質，進而加深消費者對品牌各方面的信心，得到更高的正面評價，減少負面訊息，有助於企業品牌形象、品牌態度及品牌忠誠度之建立，使消費者提高購買意願，進而推薦給潛在消費者，開發企業新客源。最後，本研究也提出對後續研究的建議供參考。

關鍵字

品牌形象；品牌忠誠度；品牌態度；購買意願

並列摘要

The purpose of this research was to investigate the relationship among consumer image brand, brand attitude, brand loyalty, and purchase intention for Starbucks and 85℃ café. The sample of this study consisted of 419 coffee devotees from Tainan City in Taiwan. The total of usable questionnaire was analyzed in this research by Independent-Samples T-test, ANOVA, Pearson correlation analysis, hierarchical multiple regression analysis, etc. The major findings are as follows: No matter for Starbucks or 85℃, brand Image has a positive impact on brand attitude, brand loyalty and purchase intention. Brand attitude has a positive impact on purchase intention. Brand loyalty has a positive impact on purchase intention. As to the mediated effect, in Starbucks, brand attitude plays complete effect between brand image and purchase intension, meanwhile brand loyalty also plays completely mediated effect between brand image and purchase intension. However, in 85℃, brand attitude plays partially mediated effect between brand image and purchase intension, at the same time, brand loyalty plays partially mediated effect between brand image and purchase intension. It indicated that the coffee purchase intention of consumer would be affected by brand image, brand attitude and brand loyalty. In the meanwhile, a fine brand attitude and brand loyalty will bring a positive impact to the organization whose brand image was already well-established. Therefore, this research would suggest the organization to have its own characteristic and strong brand image to compete with the other brands. Moreover, the organization must provide the perfect service, excellent quality to consumers, in order to increase the confidence of brand, obtain a higher positive evaluation, and decreasing the negative message. This will help the organization to establish its brand image, brand attitude and brand loyalty, and increase the consumer purchase intention, and introduce it to the potential consumers furthermore and develop more new clients of the organization. Finally, this research would provide the proposal for further reference of the new research afterwards.

並列關鍵字

Brand Image, ； Brand Loyalty ； Brand Attitude ； Purchase Intention

參考文獻

Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical consideration. Journal of Personality and Social Psychology, 51(6), 1173-1182.

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