茶飲料市場與消費者忠誠度的探討

Tea Drink Market and Consumer loyalty-related Research

洪健文(Chien-Wen Hong) ； 林耀三(Yao-San Lin)

《商業現代化學刊》 6卷1期 (2011/03) Pp. 191-208

https://doi.org/10.6132/JCM.2011.6.1.10

摘要

產品形象可以讓消費者根據各種經驗很清楚的了解產品的特性，消費者可以合理預測有關核品牌所認知的訊息。因此，產品形象成為今日市場發展的必然趨勢。本文的主旨在探產品形象與消費者需求之間的關聯性。在本文中利用因素分析、信度與效度分析、卡方分自己及相關條數等方法分析圍內茶飲料產品形象構面，以檢測現有茶飲料是否符合消費者期望的價值並且評估現有產品與理想產品之間的關聯性。做為強化產品形象的未來方向，並可同時瞭解市場上競爭產品的狀態，也可找到新的產品市場並建立新產品的利基。實證結果了解茶飲料產品的形象概念在象徵性上有較顯著的表現，但是在卡方檢定結果發現產品的形象變數仍有差異。即表示在消費者的層面仍有許多未被滿足的需求。因此，本文依據需求為出發點，探討需求與茶飲料產品形象的關聯性。結果顯示茶飲料產品中，功能性較強的產品品牌符合消費者的生理需求；經驗性較強的產品品牌符合消費者的心理需求；象徵性較強的品牌則符合消費者的生理與心理的需求。

關鍵字

產品形象 ； 消費者需求

並列摘要

Product image can have depending on the experience of consumers clearly understand the characteristics of the product, consumers can reasonably forecast messages about the brand cognition. Therefore, the product images become the inevitable trend of the market today. This discussion of the subject in a product of association between the image and consumer demand. In this article by using factor analysis, reliability and validity of, Chi-square distribution and correlation coefficient method to analyze domestic tea beverage products, such as image dimensions, to detect whether the existing tea drinks in line with consumer expectations and to assess the value of existing products and the ideal relationship between products., To do for the future direction of strengthening the product image, and at the same time the status of competition on the market products or find new products and establish a new niche in the market.

並列關鍵字

Brand Image ； Consumer Demand