產品品質、企業形象、和消費者購買意願-
以大陸旅客到逢甲夜市消費為例

本研究主要目的在探究調查知名夜市小吃的產品品質、企業形象、和大陸旅客購買意願之關係，以到逢甲夜市消費之大陸旅客為調查對象，本研究最想了解以下幾個問題：逢甲夜市小吃的產品品質；逢甲夜市形象；大陸旅客購買逢甲夜市小吃產品的意願；那一類型大陸旅客在去年內曾到逢甲夜市小吃消費；購買意願和受試的大陸旅客個人基本特性之關聯性；受訪的大陸旅客對逢甲夜市小吃品質的態度和其購買意願的關聯；進而探討性別、教育程度、年紀、購買情形(經驗)、推薦意願、產品品質、企業形象、是否可用來預測未來的購買意願。本研究使用問卷調查法進行探究，並採用便利取樣方式於2015年5~7月在逢甲夜市發放問卷，共計發出312份問卷，實際回收312份，問卷回收率100％，有效問卷312份，有效問卷回收率100％。本研究以敘述統計方法、獨立樣本T檢定、單因子變異數分析及迴歸分析進行資料分析。總結出下列幾點實證結果：(1)在購買夜市產品的陸客方面，男性6成1高於女性3成9；教育程度以大專81%比率最高；在曾經購買逢甲夜市小吃產品的陸客中，16-20歲者與31-35歲者這兩個年齡層比例為最高；至於曾經購買與否和是否會推薦給親友沒有明顯的關聯。(2)「性別」「年紀」「推薦」分別和「購買意願」有著關聯；而「教育程度」與「購買意願」則無關聯。(3) 「產品品質」、「企業形象」、「消費者購買意願」這三個變項的相關在0.196到0.222之間，屬於正關聯，但稍偏低。(4) 性別在對逢甲夜市小吃「購買意願」的滿意度上有差異。曾否購買逢甲夜市小吃在「企業形象」有差異。教育程度不同，在對逢甲夜市小吃產品「產品品質」、「企業形象」、「購買意願」上並沒差異。(5) 利用「性別」、「教育程度」、「年紀」、「購買情形」、「推薦情形」、「產品品質」、「企業形象」等預測變項，來預測「購買意願」，並進一步簡化，找出最精簡的模式，得到「產品品質」、「企業形象」與「購買意願」的迴歸模式。關鍵詞：產品品質；企業形象；購買意願；卡方檢定；t-檢定；單因子變異數分析；複迴歸分析。

關鍵字

產品品質；企業形象；購買意願；卡方檢定； t-檢定；單因子變異數分析；複迴歸分析

並列摘要

This study explores the relationship among product quality, corporate image and customer willingness for mainland China tourists whoever visited the famous Feng Chia night market. This study includes several topics about the mainland tourists – snacks quality sold in the Feng Chia night market; the market image in the Feng Chia night market; the association of purchasing willingness to the snack products with the characteristic of the mainland visitors; the associlation of quality of the product with the purchase intention. The purose is to predict the future purchase willingness based on the given information of gender, education level, age, recommended willingness, product quality, purchase experience, and the night market image. In this study we applied convenience sampling. A total of 312 valid questionnaires are collected. The effective response rate is 100%. To manage and analyze data from the questionnaires, we used several statistical methods including independent samples t test, one-way analysis of variance and regression analysis. The empirical results are summarized as follows. (1) For tourists from mainland China, men accounts for 61% which is higher than women of 39%; for the educational level, tourists with college education reaches the highest rate of 81%; for the age level, we found tourist of 16-20 years and 31-35 years have the highest rate to purchase snack products in Feng Chia night market among other age levels; there is no significant association found between purchased (or not purchased) and recommendation to other people. (2) There are significant associations among "gender", "age" and "recommended repurchased" to the purchasing willingness; but "education" and "purchasing willingness" have no sinificant association. (3) The correlation coefficents of three variables "product quality", "corporate image", "consumers’ purchase intention" are shown to have positive association between values of 0.196 to 0.222. (4) There is a significant difference between the male and female tourists in the aspect of "purchase intention" of satisfaction. The purchase expereinces of snacks in Feng Chia night market showed significance to "market image". On the other hand, the levels of education shows insiginifcant difference to "product quality", "corporate image" and "willingness to buy" in the snack product to Feng Chia night market. (5) We use "gender", "education level", "age", "purchase experience", "recommended", "product quality" and "corporate image" to predict the future "purchase intention". Finally, we apply a multiple linear regression model to study the impact of "product quality" and "corporate image" to the dependent variable "purchase intention".