資訊揭露與品牌權益間關係之研究

The Research of the Relationship between the Information Disclosure and the Brand Equity

關復勇(Fu-Yung Kuan) ； 鄭尹惠(Yin-Hui Cheng) ； 黃志雄(Chih-Hsiung Huang)

《公共事務評論》 7卷2期 (2006/12) Pp. 61-88

https://doi.org/10.29622/JPAR.200612.0004

摘要

近年來諸多消費食品危機、水產品多起抗生素及藥物殘留事件後，引起消費者的恐慌及各國政府的重視，使得食品安全儼然成為食品供應鏈最重要的一環。有鑑於此，世界各國將「生產履歷」制度的推行設為最重要的一個部分，其形同產品的身分證，讓產品的安全路徑有跡可循，期藉此獲得消費者的信賴。是以，產品資訊的揭露成為極值得重視之議題。
Aaker(1991)提出由於品牌的品名和符號的一種資產和負債的集合，可能增加或減少該產品或服務對公司和消費者的價值。劉俊良(2002)面對消費者越來越多樣化的需求，廠商對於各類商品資訊的揭露，可以有不同的選擇方案。當消費者暴露在廠商所提供的各種不同的資訊時，資訊暴露內容會影響消費者本身之產品知覺價值。
本研究之目的乃以品牌漁產品之資訊追蹤系統為基礎，透過資訊揭露的擴張，推及於品牌權益價值之提昇，蒐集消費者對品牌漁產品消費決策之取向，並探討資訊揭露與品牌權益間彼此之關聯性，及其二者間之影響效果。
本研究以曾購買漁產品之消費者為研究對象，針對台灣北中南三區，共發出300份問卷，回收有效問卷為264份，進行相關及迴歸等統計分析方法以驗証本研究假設，探究資訊揭露中標示內容、道義責任、法令規定等各構面對於品牌權益中知覺品質、品牌忠誠度等各構面間有顯著相關等數點重要實證結論。本研究結果將有效指出消費者對於產品所重視之資訊揭露構面，並可獲知資訊揭露對於品牌權益間具影響效果之構面為何，使以漁產品資訊追蹤系統為基礎之標示內容，能提昇產品價值，進而創造消費者之品牌忠誠度。

關鍵字

食品資訊追蹤系統 ； 資訊揭露 ； 品牌權益 ； 品牌忠誠度

並列摘要

In recent years, due to the food consuming crises and several events of the drugs and antibiotics residues on aquatic products, it already causes the panic of consumers and the great attention of governments of every country, and the food safety turns into the most significant part in the food supply chain. Therefore, every country around the world has set up ”produced traceability” system and promoted it to be the most important process. It can be considered as the identification of products. It makes the producing route safe and clear, and wins the trust of consumers. Thus, the information disclosure has become a extremely important issue that is worth thinking highly of.
Aaker(1991) argued that the products' or services' values of the company and consumers may be increased or decreased because the names and symbols of brands are a collective of asset and debt. Liu, Chun-Liang (2002) considered that when confronting more and more various demands from consumers, the manufacturers have alternatives about the information disclosure of various products. Consumers' perceived value can be influenced when they are exposed in different information provided by the manufacturers. The research aims are collecting the consumer decision-making behaviors toward aquatic product brands based on the information tracing system for those products; boosting the value of brand equity throught the expending of information disclosure, and probing into the connection between the information disclosure and the brand equity, and finding the influences and effects to each other.
The study target is the aquatic products consumers. There are totally three hundred questionnaires target on the northern, central and southern Taiwan; the valid samples are two hundred sixty four. Throught the relative statistic methods and regression, the hypothesis in this research can be verified, and several important verifications and conclusions will be convered, like the connections between perceived value and brand royalty of brand equity and a few aspects such as the information contents, moral respondsibility, laws and decree which are presented. In this study, it will effectively indicate the information disclosures that consumers care about. Besides, we can realize the information disclosure impacts on brand equity. Furthermore, it can also increase the products' value and create consumers brand royalty throught marking contents by using information tracing system of aquatic products as the foundation.

並列關鍵字

Food information tracing system ； information disclosure ； brand equity and brand royalty

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