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  • 學位論文

高職餐飲科學生消費價值、品牌形象與網購行為之研究

A Study on the Consumption Values, Brand Image and On-Line Shopping Behavior of the Students at Food and Beverage Management Department in Vocational High School

指導教授 : 杜宜展

摘要


本研究旨在探討高職餐飲科學生消費價值、品牌形象與網購行為之關係。主要研究目的為:1.了解高職餐飲科學生消費價值、品牌形象與網購行為的現況。2.探討不同背景變項之高職餐飲科學生消費價值、品牌形象與網購行為的差異情形。3.探討高職餐飲科學生消費價值、品牌形象與網購行為之相關情形。4.分析高職餐飲科學生消費價值、品牌形象對網購行為之預測性。5.根據研究結果提出結論與建議,做為產業方面及未來研究之參考。 本研究以問卷調查,並以自編「消費價值、品牌形象與網購行為量表」為研究工具,問卷發放共800份,經剔除無效問卷後,有效回收問卷為456份,有效率為60%,並以描述性統計、獨立樣本t檢定、單因子變異數分析法、皮爾森積差相關、多元迴歸分析進行資料處理。由本研究發現:1.消費價值屬於中下程度;品牌形象屬於中等程度;網購行為屬於中上程度。2.性別與品牌形象、網購行為有顯著差異。3.年級與消費價值有顯著差異。4.零用金與消費價值有顯著差異。5.網購次數與消費價值、品牌形象、網購行為有顯著差異。6.消費價值、品牌形象與網購行為具有顯著相關。7.消費價值與品牌形象能有效預測網購行為。 根據研究結果提供之建議為:1.重視購物情境提升顧客消費價值。2.強化品牌聯想,以增加男性顧客。3.積極提供顧客便利性,以提升網購行為。4.重視學生消費價值、建立良好品牌形象,以吸引網購消費。5.滿足女性顧客網購行為滿意度,建立顧客忠誠度。

並列摘要


This study mainly explores what the relationship among consumption values, brand image and online shopping behavior of students of food and beverage department in vocational high schools. This study proposes to explore five main aspects as follows: 1. The understanding of the current circumstance in consumption values, brand image and online shopping behavior among students in hospitality programs. 2. To explore the students in consumption values, brand image and online shopping behavior on difference background variables. 3. The discussion of the correlation among consumption values, brand image and online shopping behavior. 4. The analysis of how to predict students’ online shopping behavior from consumption values, brand image. 5. Based on the research findings, we provided industry with practical suggestions for reference. In order to explore the five aspects mentioned above, this study was conducted by collecting data from survey method with a questionnaire. A self-complied questionnaire for consumption values, brand image and online shopping behavior be used as the research instrument. Total of 800 copies of the questionnaire are delivered, and effective samples are 456 copies, effective rate was 60%. The data processing is on the analysis of Descriptive Statistics, t-Test, One-way ANOVA, Pearson Product-moment Correlation and Multiple Regression Analysis to the conclusion. The results of this study are as follows: 1. The level of consumption values is under the average; the level of brand image held the average; the level of online shopping behavior is beyond the average. 2. The data also showed that there were significant difference in the brand image and online shopping behavior depending on their gender. 3. A significant difference is showed between grade and consumption values. 4. There is also a significant difference is showed between allowance and consumption values. 5. Consumption values, brand image and online shopping behavior can be used to predict online shopping times effectively. 6. Consumption values and brand image can be used to predict online shopping behavior effectively. 7. Consumption values, brand image can predict effectively online shopping behavior. According to the result of research, the researcher provides several suggestions: 1.Put great emphasis on the shopping situation improves customer consumption value. 2. Strengthen brand association to increase the male customers. 3. Provides conveniently for customers to promote online shopping behavior. 4. Emphasize on students' consumption values and establish a great brand image to attract online shopping. 5. Satisfy female customers' satisfaction of online shopping behavior and build customer loyalty degree.

參考文獻


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被引用紀錄


周子傑(2016)。品牌知識、消費價值對購買意願之影響 - 以運動服飾品牌為例〔碩士論文,朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-1108201714022488
陳沛璇(2016)。網路口碑、消費情境與消費價值對購買意願之影響〔碩士論文,朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-1108201714022386

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