國立屏東科技大學員生消費合作社產品知名度、產品形象、知覺風險對消費者滿意度之探討

The Study of Brand Personality,Brand Image,Perceived Risk Influence on Customer’s Satisfaction – A case on Products of NPUST University Community Consuming Cooperative

田育茹(Yu-Ju Tien)

指導教授 ： 鄭秋桂

國立屏東科技大學/管理學院/農企業管理系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00257

摘要

本研究主要在探討購買屏大薄鹽醬油、屏科大蔬菜養樂多、屏科大薏仁漿產品之產品知名度、產品形象、知覺風險與消費者滿意度之間的影響。本研究以國立屏東科技大學員生消費合作社的消費者為研究對象，共發放485份問卷，回收有效問卷470份，有效回收率為96.9%。經SPSS統計軟體進行t檢定、單因子變異數分析、Pearson積差相關分析與路徑分析，實證結果發現如下：
1.人口統計變數對於屏大薄鹽醬油、屏科大蔬菜養樂多與屏科大薏仁漿產品知名度、產品形象、知覺風險與消費者滿意度有顯著差異，其中以年齡、職業、教育程度、個人平均月所得四項人口統計變數為差異的主要因素。
2.產品知名度對消費者滿意度直接、間接正向影響。
3.產品形象對消費者滿意度直接顯著影響。

關鍵字

屏科大員生社 ； 產品知名度 ； 知覺風險 ； 消費者滿意度 ； 產品形象

並列摘要

The main focus of this study is the reciprocal effects between brand personality, brand image, perceive risk and customer’s satisfaction of low-salt soy sauce, fermented milk drink made of vegetable, adlay milk of NPUST. The research subject is the customer of NPUST university community consuming cooperative, A total of 485 questionnaires were sent out, and 470 valid ones were collected. The effective response rate is 96.9 percent. The study adopted SPSS 12.0 for windows and applied t-test, one-way ANOVA, Pearson product- moment correlation and path analysis to analyze data. The findings were as follows:
1. Demographihic variables to low-salt soy sauce, fermented milk drink made of vegetable and adlay milk Brand Personality, Brand Image, Perceived Risk and Customer’s Satisfaction have significant distinctions, age, occupational, degree of education and personal average per month salary four Demographihic variables is main factor of differences.
2. Brand personality has a positive influence on customer’s satisfaction.
3. Brand image directly affects customer’s satisfaction.

並列關鍵字

NPUST University Community Consuming Cooperative ； Brand personality ； Brand image ； Perceive risk ； Customer’s satisfaction

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