品牌形象與綠色行銷對消費者再購意願之影響-以臺南地區麥當勞為例

麥當勞迄今是全世界快速餐飲服務餐廳領導品牌。1955年創始人Ray A. Kroc在美國芝加哥成立世界第一家麥當勞，至今全世界已有將近38,000多間（統計至2020年1月）、遍布全球六大洲121個國家，是全球餐飲業中知名度最高的品牌。1984年1月28日，臺灣第一家麥當勞開設在臺北市，此後持續在臺成立分店，至今已在臺展店高達近400家分店，員工數達16,000人，為速食業之龍頭，其理念Quality（品質）、Service（服務）、Cleanliness（衛生清潔）、Value（價值）經營模式廣被消費者支持。因此在營業利益的背後，如何營造正向的品牌形象，此為研究目的之一。而近年來環保意識抬頭，綠色消費概念逐漸興起，各種環保議題不斷衍生，消費者意識到環境惡化會逐漸影響到生活品質，因此當消費者將生態及環境保護列為消費考量，在消費過程中是否優先選擇致力於推行綠色活動的企業？企業是否能透過實踐綠色行銷形塑有別於以往的企業形象？此為研究目的之二。另外，如何保留顧客，提升顧客再次回購的意願是企業最終的獲利來源與永續經營的法則，因此再購意願的探討為研究目的之三。本研究以臺南地區麥當勞為例，藉由量化研究方法，採便利抽樣方式針對臺南地區麥當勞消費的顧客進行網路問卷發放，透過信度及效度分析、敘述性統計、皮爾森積差相關分析及迴歸分析，了解品牌形象與綠色行銷對消費者再購意願之影響。　　本研究發放415份問卷，有效問卷共得415份，回收率100％。品牌形象中以功能性平均值最高，表示多數消費者認為麥當勞服務品質、型態及消費者權益保護有良好表現，同時對再購意願之影響顯著。綠色行銷之自發性高於其他子構面，顯示消費者認為麥當勞在環境保護、資源分類回收尚有良好表現，對再購意願之影響顯著，且綠色行銷之實踐有助於正向提升麥當勞之品牌形象。購買意願中的我願意再到麥當勞用餐平均值高於其他題項，推論消費者對麥當勞之再購意願極高。建議麥當勞持續維持企業原有的經營理念，並更加落實與重視消費者權益之保障，同時在綠色行銷上除了原有的良好資源回收與分類作為，更能拓及至食安問題的重視與其他食品履歷與環保意識相結合之相關作為，如食品原料碳足跡之計算等，加廣其綠色行銷策略之層面，將有助於更多重視綠色消費之顧客正向支持，同時也更加落實企業社會責任之實踐。

關鍵字

品牌形象；綠色行銷；再購意願；麥當勞

並列摘要

McDonald's is the world's leading brand of fast food service restaurants nowadays. In 1955, the founder Ray A. Kroc established the first McDonald's in Chicago, USA. So far, there are nearly 38,000 McDonald's in the world (counted till January 2020), covering 121 countries on six continents. It is a well-known global fast food restaurant. On January 28, 1984, the first McDonald's in Taiwan opened in Taipei City, and has continued to set up branches in Taiwan since then. Till now, it has nearly 400 branches in Taiwan, with 16,000 employees. McDonald's is a leader in the fast food industry. It's concepts of Quality, Service, Cleanliness (sanitation) and Value (value) are widely used in relevant business models and supported by consumers. Therefore, how to create a positive brand image behind the business profitability is one of the research purposes. Moreover, in recent years, environmental protection awareness has risen, the concept of green consumption has gradually emerged, and various environmental protection issues have been continuously derived. And consumers realize that environmental degradation will gradually affect the quality of life. Therefore, when consumers consider ecology and environmental protection as consumption considerations, in the consumption process, are the consumers willing to be committed to promoting green activities? And can an enterprise create a different corporate image through the practice of green marketing? This is the second purpose of the research. In addition, how to retain customers and increase their willingness to repurchase is the ultimate source of profit and the indexes of sustainable operation of the company. Therefore, the discussion of repurchase intention is the third research purpose. 　　This research took McDonald's in Tainan City as an example and adopted quantitative research methods and convenience sampling to distribute online questionnaires to customers of McDonald's in Tainan area. Through reliability and validity analysis, descriptive statistics, pearson correlation and regression analysis, to understand the effects among the brand image and green marketing on consumers’ repurchase intention. In this research, 415 questionnaires were distributed, 415 valid questionnaires were obtained, and the recovery rate was 100%. In the brand image concept, the functional dimension is the highest average scores, indicating that most consumers believe that McDonald's has a good performance in service quality, service type and consumer rights protection, and has a significant impact on repurchase intention. Moreover, the spontaneity dimension of green marketing concept is higher than other sub-dimensions, indicating that consumers believe that McDonald's has a good performance in environmental protection, resource recycling, which has a significant impact on repurchase intentions as well. And the practice of green marketing helps to positively improve McDonald's brand image. Among the purchase intentions, the average value of the willingness to go to McDonald's to dine again is higher than other observe items, which infers that consumers' repurchase intention to McDonald's is high. 　　From this research, it is recommended that McDonald's should continue to maintain the original business philosophy, and pay more attention to the protection of consumers' rights and interests. At the same time, in addition to the original good resource of recycling in green marketing strategies, it can also expand its attention to food safety issues as well. And the combination of resume and environmental awareness, such as calculating the carbon footprint of the raw materials of foods, etc., and expand the level of its green marketing strategies, which will help more customers who pay attention to green consumption to have a pleasant purchasing experience.