民以食為天,國人對於飲食非常注重,隨著時代的變遷以及生活經濟結構的改變,現代人對於「吃」的品質和健康則愈來愈重視,而醬油則扮演著關鍵性的角色,它可以增加菜餚的「色、香、味」,具有畫龍點睛的效果而深獲國人所愛,在國人在飲食中有著無法取代的地位。 本研究欲探討產品品質、產品品牌、產品價格對知覺價值的影響,及透過影響知覺價值而進一步對購買意願的影響力大小,以丸莊醬油的消費者為研究對象,透過軟體SPSS12.0 對問卷資料進行多變量分析。 本研究發現企業若要提高消費者的購買意願,必須先提升消費者心中的知覺價值,而提升知覺價值最有效的方法便是提升產品的品牌。除此之外,企業若能同時提升產品品質,使其更能吸引消費者,便能提升企業的競爭能力。企業者在建立良好的產品品牌與生產優良的產品品質外,倘若能讓消費者感受到購買該項產品是物超所值的,一定能夠在眾多競爭的同業當中脫穎而出,因此訂出合理的產品價格,必然提高消費者對產品的購買意願。
It is said that hunger breeds discontent. Diets have been paid attention in our country. With the changing of the times and economic structure of life, people nowadays focus on the quality of eating and the health ingredients in food. Soy sauce plays a vital role in food because it can add the finishing touch in food, such as colors, smell, and taste. Therefore, soy sauce has been beloved in our country and can’t be replaced by anything. This study explores the impact of product quality, product brand, product price on the perceived value; furthermore, discusses the purchasing intention by comparing the data of perceived value. The participants of the present study are the consumers who buy the Wuan Chuang soy sauce. The researcher utilized the SPSS12.0 to conduct the 199 questionnaires and to do multivariate analysis on the data. The results of this study show that if an industry would like to motivate the consumers to purchase the products by raising the perceived value of the goods. And the best way to raise the perceived value is to promote the product brand. Moreover, if an industry can improve his product quality to appeal to the consumers, it can help to promote the industry’s competitiveness. An industry that not only establishes the good product brand and takes care of product quality, but also makes the products worth buying, can stand out in their business field. Therefore, the reasonable price of the product would motivate the consumers’ desire to purchase.