價格知覺、心理構面、企業形象對消費者購買意願之影響-以85度C為例

本研究旨在探討85度C價格知覺、心理構面、企業形象對消費者購買意願之影響；亦探討不同背景之人口統計變項與各研究構面的差異情況。本研究以問卷調查法，採用便利性取樣，於2014年7月中旬開始進行，為增加問卷回收率，盡量當面將問卷交付給填寫者及說明，並於2015年4月30日結束問卷調查作業。共計發放200問卷，計回收有效問卷共185份，有效回收率92.5%。將問卷調查所得資料，以SPSS 19.0統計套裝軟體，對本研究各項假設，進行資料分析與處理工作。所採用之統計方法包括敘述統計分析、信效度分析、迴歸分析、單因子變異數分析。本研究結果如下：(一) 85度C的消費者價格知覺對購買意願有顯著性正向影響。 (二) 85度C的心理構面對購買意願有顯著性正向影響。 (三) 85度C的消費者產品形象對購買意願有顯著性正向影響。(四)85度C的消費者企業形象對購買意願有顯著性正向影響。(五) 人口統計變數對消費者購買意願、心理構面、產品形象、企業形象有顯著性差異。

關鍵字

價格知覺；心理構面；企業形象；消費者購買意願

並列摘要

The purpose of this study is to explore the impact of price perception、psychology of consciousness、corporate image on consumers purchase intention- evidence from 85 °C Bakery Café. This study was acquired through the convenience sampling method and applied quantities research and develops multiple-item measures of multiple-dimensions amounted to 200 questionnaire in 2015, in a total sample of 185 with valid collection rates of 92.5%. The data gathered were thus analyzed using descriptive statistics, Pearson correlation analysis, multiple regression models. The results indicated that (1) consumers price perception have significant positive impact on consumers purchase intention. (2) consumers psychology of consciousness have significant positive impact on consumers purchase intention. (3) consumers corporate image have significant positive impact on consumers purchase intention. (4) consumers product image have significant positive impact on consumers purchase intention. (5) There will be a significantly differences among demographic variables, price perception; psychology of consciousness; corporate image; consumers purchase intention.