知覺價值、品牌形象、顧客滿意度與再購意願之關係-以台灣農社企產品為例

The Relationships among Perceived Value,Brand Image,Customer Satisfaction and Repurchase Intention – A Case Study about Products of Agricultural Social Enterprises

林學賢(Hsieh-Hsien Lin)

指導教授 ： 楊坤修

法鼓文理學院/人文社會學群/社會企業與創新碩士學位學程/碩士(2021年)

摘要

由於台灣的農業社會企業運作尚在起步階段，且探討消費者跟農社企發展相關的知覺價值、品牌形象、顧客滿意度與顧客再購意願等關聯性之文獻研究也付之闕如。 本研究目的在探討消費者對於農社企產品的知覺價值以及品牌形象，如何影響對農社企產品之滿意度與再購意願。
本研究主要探討消費者對農社企的知覺價值如何影響對產品的滿意度，以及滿意度如何影響再購意願；除此之外，我們也探討消費者對於農社企產品的品牌形象如何調節知覺價值與顧客滿意之關係。
研界結果發現：
1.消費者對農社企產品的情感性價值與社會性價值，均對顧客滿意(人員素質與服務環境)有正向且顯著的影響；
2.消費者對人員素質的滿意以及對服務環境的滿意，均對農社企產品的再購意願有正向且顯著的影響；
3.除此之外，消費者對農社企產品之品牌形象，對於知覺價值與顧客滿意間的調節效果發現：品牌形象可以強化情感性價值對人員素質滿意之關係，但其餘的調節效果，並未獲得一致的調節效果。此也凸顯出，農社企產品的品牌形象之規劃與經營需要更多的努力。
本研究主要貢獻為：將知覺價值、品牌形象、顧客滿意，以及再購意願等議題之研究，應用在社會企業領域中的農社企產品之探討；並透過其中的研究結果與發現，提出對於未來台灣的農社企產品之發展之參考，本研究亦提出學術與實務上之建議與限制。

關鍵字

農業型社會企業 ； 知覺價值 ； 品牌形象 ； 顧客滿意 ； 再購意願

並列摘要

Since the development of Taiwan's agricultural social enterprises is still in its infancy, and there is a lack of literature studies on the perceived value, brand image, customer satisfaction, and repurchase intentions related to the development of agricultural social enterprises. The purpose of this research is to explore how consumers' perceived value and brand image of agricultural social enterprise products affect their satisfaction with and repurchase intension of agricultural social enterprise products.

This research mainly explores how consumers’ perceived value of agricultural social enterprise products affect their satisfaction, and how satisfaction affects their intension to repurchase; in addition, we also explore how brand image of agricultural social enterprise products influenct the relationship between perceived value and customer satisfaction.

The research finding is in following,
1. Consumers’ emotional value and social value of agricultural social enterprise products have a positive and significant influence on customer satisfaction (personnel quality and service environment);
2. Consumers’ s satisification with personnel quality and with the service environment both have a positive and significant influence on the intension to repurchase agricultural social enterprise products;
3. Moreover consumers’ brand image of agricultural social enterprise products has a moderating effect on the relationship between perceived value and customer satisfaction. It is found that brand image can strengthen the relationship between emotional value and the satisfaction of personnel quality, but the remaining effects have not achieved consistent moderating effects. This also highlights that the planning and management of the brand image of agricultural and social enterprise products requires more effort.

The main contribution of this research is to apply research on perceptual value, brand image, customer satisfaction, and repurchase intentions to the discussion of agricultural and social enterprise products in the field of social enterprises; As a reference for the future development of agricultural and social enterprise products in Taiwan, this research also puts forward academic and practical suggestions and restrictions.

並列關鍵字

Agricultural Social Enterprise ； Perceived Value ； Brand Image ； Customer Satisfaction ； Repurchase Intention

參考文獻

一、中文文獻

王昱鈞（2014）服務品質、體驗行銷、顧客滿意度、再購意願之研究—以統一星巴克咖啡為例。南華大學企業管理系管理科學碩博士班碩士論文。

王淑玲（2014）影響再購意願之因素探討—以知覺價值及服務品質為中介變數並以複合式餐廳為例。高雄應用科技大學高階經營管理研究所碩士在職專班。

王重傑(2014)微笑單車使用者特性、知覺價值及綠色意象對使用滿意度之影響研究。世新大學，臺北市。

王越智（2014）影響顧客滿意度之因素探討—以知覺價值為中介變數並以台灣彩券為例。高雄應用科技大學高階經營管理研究所碩士在職專班碩士論文。