臺灣的天氣日益炙熱,高溫天氣的持續增加了顧客對茶飲料的消費需求,亦帶動連鎖茶飲業之銷售業績表現。而台灣連鎖茶飲料市場品牌林立,競爭激烈。在此競爭激烈的茶飲料市場中,連鎖茶飲料業者建立的品牌知名度、品牌形象等品牌策略,是否會改變消費者內心知覺價值,進而影響消費者之購買意願為本研究之動機。 本研究旨在探討品牌知名度、品牌形象、知覺價值對消費者購買意願之影響。研究對象以雲林縣連鎖茶飲業之消費者為主,透過問卷調查法,採用便利抽樣方式蒐集樣本,共計發出 520 份問卷,回收 504 份有效問卷,回收率為 97 %。研究樣本經敘述性統計分析、信度分析、效度分析、Pearson相關分析、迴歸分析、獨立樣本t檢定、單因子變異數分析等分析方法驗證研究假設。 研究結果發現: 1. 品牌知名度對品牌形象有顯著正向影響。 2. 品牌形象對知覺價值有顯著正向影響。 3. 品牌知名度對購買意願有顯著正向影響。 4. 品牌形象對購買意願有顯著正向影響。 5. 知覺價值對購買意願有顯著正向影響。 根據研究結果提出建議:提高品牌知名度,研擬行銷策略;重視品牌形象經營及食品安全健康;提供物超所值的產品及服務;建立品牌忠誠度,增加購買意願。
The hot weather and continuous high temperature in Taiwan have caused the increasing consumers’ consumption demand for chain tea drink stores, and have thus driven the growth of the sales performance. However, there are a lot of brands in Taiwan chain tea drink stores market nowadays, and the competition is very fierce. This study aims to explore the effect of brand awareness, brand image and perceived value on consumer purchase intention. The research samples are mainly the consumers of chain tea drink stores in Yunlin County. A total of 520 questionnaires were distributed to the consumers through a convenience sampling method, and 504 valid questionnaires were returned, resulting in a recovery rate of 97%. Data were analyzed to verify the hypotheses by employing descriptive statistical analysis, reliability analysis, validity analysis, Pearson correlation analysis, regression analysis, independent sample t-test, and one-way ANOVA analysis. The findings of this study show that: • The brand awareness has a significant positive effect on the brand image. • The brand image has a significant positive effect on the perceived value. • The brand awareness has a significant positive effect on the purchase intention. • The brand image has a significant positive effect on the purchase intention. • The perceived value has a significant positive effect on the purchase intention. Based on the findings, it is suggested to increase brand awareness and develop marketing strategies; Attention is advised to pay on brand image management and food safety; Customer’s brand loyalty is proposed to build up and increase purchase intention.