品牌定位、知覺價值與再購意願之關聯研究─以一蘭拉麵為例

隨著各國對飲食的重視，跨國飲食已成為台灣熱門的飲食趨勢。近年來台灣出現各式各樣的外國風味餐飲種類繁多，消費者均可依其個別需求或喜好做多元化的飲食選擇。日本拉麵乃是符合台灣民眾飲食的重要餐飲之一，而一蘭拉麵在拉麵業界擁有極高的評價，也獲得眾多台灣消費者的喜愛。品牌的成功其隱含了消費者對所購餐飲的品牌定位、真實的知覺價值以及再購意願的真實感受，因此對於一蘭拉麵之品牌定位、知覺價值與再購意願三者關聯便值得做深入探討與研究。本研究以實際有一蘭拉麵消費經驗之顧客為研究對象，利用統計應用軟體SPSS 21.0分析工具來驗證假設，以敘述性統計分析、信度分析、相關分析、差異性分析及迴歸分析之方法，分析各研究假說。研究結果顯示一蘭拉麵用餐的品牌定位對知覺價值有顯著正向影響；一蘭拉麵用餐的知覺價值對再購意願有顯著正向影響；一蘭拉麵用餐的品牌定位對再購意願有顯著正向影響；而不同背景變項的消費者之品牌定位、知覺價值與再購意願則無顯著的差異。

關鍵字

品牌定位；知覺價值；再購意願

並列摘要

As attach importance to pay attention to diet for various countries, transnational diet has become a tendency. In recently years, various foreign diet restaurants have emerged in Taiwan. Diversification diet was provided for customer’s individual opinion. Japanese Ramen is one of the most coincide diet favor for Taiwanese people. Ichiran Ramen is well-known and has high value in Ramen Industry. By the outstanding accomplishment, the real reception of brand positioning, perceived value and repurchase intention for consumers is implied. Therefore, the relationships among brand positioning, perceived value and repurchase intention of Ichiran Ramen were allowed to do further discuss. The Ichiran Ramen customers were used to be samples, using SPSS 21.0 statistical system suits were often assigned. The methods of description statistical analysis, correlation coefficient test, analysis of variances, difference analysis regression analysis were used to test the results and to understand the relativity among brand positioning, perceived value and repurchase intention. The results confirmed that the brand positioning had positive affect in perceived value; the perceived value had positive affect in repurchase intention; also the brand positioning had positive affect in repurchase intention. The different background variances were no significant difference in brand positioning, perceived value and repurchase intention.