漁產品資訊揭露與品牌權益間關係之研究

The Study of the Relation between Aquatic Product Information Disclosure and Brand Equity

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

《運籌管理評論》 2卷1期 (2007/04) Pp. 37-49

https://doi.org/10.29836/LMR.200704.0005

摘要

本研究意旨以曾購買漁產品之消費者為研究對象，針對北中南三區，發出300份問卷，回收有效問卷為264份，進行相關及迥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、道義貴任、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，使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。
本研究結果除可作為政府輔導廠商建立優良漁產品資訊追蹤系統及品牌制度，提昇食品安全，發展漁業有關之政策性參考外。亦能對相關業者提供當前品牌問題的有效解決方案之建議，進而順利推展品牌行銷策略，達到全球運籌管理追求之目標，經營成本、經營風險、庫存壓力，快速地回應市場變化與滿足顧客需求，創造整體經營之最大綜效。

關鍵字

食品資訊追蹤系統 ； 音訊揭露 ； 品牌權益 ； 品牌忠誠度

並列摘要

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. Thought the relative statistic methods and regression, the hypothesis in this research can be verified, and several important verifications and conclusions will be covered, like the connections between perceived value and brand royalty of brand equity and a few aspects such as the information contents, moral responsibility, 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 through marking contents by using information tracing system of aquatic products as the foundation.
The result of this research is considered to be the references for the government of assisting aquatic products manufacturers to establish excellent information tracing system and brand system, enhancing the food safety and making policies related to fishery development. Furthermore, this research provides relative industries with suggestions of effective solutions of present problems of brands in order to successfully develop brand marketing strategies. Besides, it helps a lot to achieve the goal of global planning and management, operating costs, risks and stock pressure; it can also respond efficiently to the market change, meet the consumers' need, and create the biggest effects of overall management.

並列關鍵字

traceability ； information exposure ； brand equity ； brand loyalty

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