手工皂品牌知覺價值、顧客滿意度、消費慣性與再購意願之關聯性研究

The Study of Relationship among Brand Value Perception of Handmade Soap, Customer Satisfaction, Consumer Inertia and Repurchase Intention

郭彥谷(Kuo,Yen-Ku) ； 魏筱昀(Wei, Siao-Yun) ； 郭宗賢(Kuo, Tsung-Hsien) ； 田寒光(Tien, Han-Kuang)

《中醫本草芳香療法期刊》 4卷2期 (2020/11) Pp. 23-45

https://doi.org/10.6763/IJTCMA.202011_4(2).0002

摘要

個人清潔在現代人的生活需求中是基本的面向，不論是對於手部、身體與頭髮等等部位的清潔都可以容易地找到清潔用品來加以應用，然而，現代人對於清潔的想法不再只是滿意於能夠除去污垢而已，更有在乾淨之餘想要達到芳香、養生與不傷害皮膚的層次，所以當消費者面對琳瑯滿目的化學加工清潔用品的時候，也開始想要追求更為天然與功效更高的清潔產品，於是手工皂的商機亦油然而生，同時各種手工皂品牌的競爭也亦發激烈。本研究主要探討市面上各國知名品牌手工皂之顧客態度，瞭解其品牌知覺價值、顧客滿意度、消費慣性與再購意願之關聯性，以問卷調查法蒐集資料，再以統計分析技術評估各項工具之信、效度，最後以結構方程模式與多元迴歸分析檢驗研究假設。本研究結果可以提供手工皂業者在關注產品研發與品質之外，更加注重品牌效益對於顧客的影響，作為後續品牌策略之參考方針。

關鍵字

手工皂 ； 品牌知覺價值 ； 顧客滿意度 ； 消費慣性 ； 再購意願

並列摘要

Personal cleaning is a fundamental part of modern people's lives, whether it's for hands, body, hair, etc., it's easy to find cleaning products that can be applied. In the process of cleaning products, there is a growing desire for more natural and effective cleaning products, which has led to business opportunities and fierce competition among various soap brands. This study investigates the customer attitudes of various brands of soaps in the market to understand the correlation between brand perceived value, customer satisfaction, consumer inertia, and the willingness to repurchase. The results of this study can provide a reference for the soap industry to focus more on the impact of brand effectiveness on customers, in addition to product development and quality, for subsequent branding strategies.

並列關鍵字

handmade soap ； brand perceived value ； customer satisfaction ； spending habits ； repurchase intention

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