臺灣博碩士論文加值系統

隨著快速變遷的全球化環境，企業面臨的競爭者不單只是國內競爭者，而是多元化的國際市場，以台灣農產品為例，加入WTO後，面對全球農業競爭與市場經濟自由的發展，國內農產品受到進口農產品嚴重的競爭與挑戰，各地區為了讓消費者對產地產生聯結，紛紛以地區品牌的方式推出農產品，透過各種行銷方式提高品牌知名度，但是地區品牌的種類繁多，要如何吸引消費者從中購買，是目前所需關注的。因此本研究探討品牌知名度、知覺價格、地方形象對購買意願之影響，並以社會交換理論為基礎，探討信任對購買意願之關係。
本研究以地區品牌為例，共計回收400份有效問卷。結果顯示品牌知名度、地方形象、信任對購買意願均具有顯著的影響，尤其以地方形象對購買意願的影響較高；信任在品牌知名度對購買意願的影響關係上產生強化調節效果；但是地方形象與知覺價格的干擾效果，在品牌知名度對購買意願的影響之下，則無顯著的影響。

With the global environment is rapidly change, the enterprises are facing competition not only domestic competitors, but a multiple market. When Taiwan accession to WTO, the agricultural development facing the free-market and competition, the agricultural products receive to severe competition and challenges from imported agricultural products.
To consumers have connected, the regions of origin build a regional agriculture’s brand and through marketing mix to increase brand awareness. But the kind of regional brands is numerous that is important to how attract consumers to buy it. Therefore, this study is explore the effects of brand awareness, using perceives price and local image as moderators, on consumer’s purchase intentions, based on Social Exchange Theory to explore the effects of trust on purchase.
This research has taken regional agriculture’s brand as subject, and collected data with responses. It got back 400 effective responses. The results of this study indicate that brand awareness, local image and trust are positively correlated with purchase intention. Especially, local image positive effects purchase intention than brand awareness and trust; Trust strongly moderator the relationship between brand awareness and purchase intention. Besides, purchase intention is not affected by brand awareness when local image and perceived price is used as moderator.

中文摘要 I
英文摘要 II
表目錄 VII
圖目錄 VI
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章 文獻探討 5
2.1 國產品牌水果發展概況 5
2.2 地區品牌 7
2.2.1 品牌定義 7
2.2.2 農產品地區品牌意涵 9
2.3 品牌知名度 10
2.3.1 品牌知名度定義 10
2.3.2 品牌知名度構成因素 10
2.4 購買意願 13
2.5 來源國形象 15
2.6 知覺價格 18
2.7 社會交換理論 19
2.7.1 社會交換理論之內涵 19
2.7.2 信任 22
2.8 各項變數之間的關係 24
2.8.1 品牌知名度與購買意願之關聯 24
2.8.2 品牌知名度、購買意願與地方形象之關聯 25
2.8.3 品牌知名度、購買意願與知覺價格之關聯 26
2.8.4 品牌知名度、購買意願與信任之關聯 27
第三章 研究方法 29
3.1 研究架構 29
3.2 研究變數的操作型定義與衡量 30
3.2.1 品牌知名度 30
3.2.2購買意願 30
3.2.3 知覺價格 31
3.2.4 地方形象 31
3.2.5 信任 32
3.3 抽樣設計 32
3.3.1 研究對象 32
3.3.2 抽樣方法 33
3.3.2.1 預試結果分析 33
3.3.2.2 正式問卷 36
3.4 問卷設計 36
3.5 資料分析 37
第四章 資料分析 39
4.1樣本屬性分析 39
4.2信度與效度分析 42
4.2.1信度分析 42
4.2.2效度分析 42
4.3相關分析 44
4.4迴歸分析 46
4.4.1品牌知名度與購買意願之間的關係 46
4.4.2品牌知名度、地方形象與購買意願之間的關係 47
4.4.3品牌知名度、知覺價格與購買意願之間的關係 48
4.4.4品牌知名度、信任與購買意願之間的關係 49
4.4.5品牌知名度、地方形象、信任與購買意願之間的關係 50
4.4.6假說驗證之彙整 51
第五章 結果與建議 52
5.1 研究結論 52
5.2 管理意涵 54
5.3 研究限制與未來方向 55
參考文獻 56
附錄A 正式問卷 62

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