臺灣博碩士論文加值系統

本研究目的在於了解消費者的品牌形象、知覺價值、品牌知名度及購買意願的關聯性。本研究以南投地區購買微熱山丘鳳梨酥的消費者為研究對象，採用問卷調查的方式並利用SPSS20.0統計軟體進行實證分析，如信效度分析、敘述性統計、變異數分析、相關分析與路徑分析，檢定不同的消費者基本資料對各構面的影響。樣本以「男性」、「31-40歲」、「3~4人」、「高中(職)」、「服務業」、「30,001~40,000元」及「已婚」的居多。
從變異數分析得知，人口統計變數的不同，均為影響品牌形象、知覺價值、品牌知名度及購買意願等四個構面的因素；從相關分析、路徑分析可以獲知，構面與構面之間達顯著水準，則會互相影響結果，其中又以消費者之性別、年齡、購買金額、月支配所得及婚姻對個搆面之不同變數達顯著差異。最後從研究結果中提出可參考的意見給予微熱山丘鳳梨酥之參考。
關鍵字： 品牌形象、知覺價值、品牌知名度、購買意願

Abstract
Student ID： N10250013 Total page：100
Title of thesis：Brand Image, Perceived Value, Brand Awareness to Research Sunny Hills Pineapple Cakes Purchase Intention- A Case of Study in Nantou County
Name of Institute：Department of Agribusiness Management, National Pingtung University of Science and Technology
Graduate date：June, 2015 Degree Conferred：Master
Name of student：Huang Qing Xi　　 Adviser: Tsay Chung Yuan
The contents of abstract in this thesis：
This study aims at understanding the relationship among brand image, perceived value, brand awareness, and purchase intention of consumers. A questionnaire survey was conducted to investigate customers of SunnyHills pineapple cakes in Nantou. Using the SPSS statistical software, collected data were analyzed with descriptive statistics, reliability, and validity analysis. In addition, t-test, analysis of variance, correlation analysis, and path analysis were also employed to reveal the relationship among variables.
The results showed most of the respondents were male, 31-40 years old, married, coming with 3-4 people, having education level of high school, working in service industry, and earing between 30,001 and 40,000 NTD a month.
Different demographic variables, such as gender, age, purchase expenses, monthly income, and marital status, would affect brand image, perceived value, brand awareness, and purchase intention. Statistically significant correlations were also found in variables. Finally, suggestions based on the findings were also proposed as references to managers of SunnyHills pineapple cakes.
Keywords：Brand Image、Perceived Value、 Brand Awareness、Purchase Intention

目錄
摘要 I
ABSTRACT II
謝誌 IV
目錄 V
圖表索引 VII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與對象 3
第貳章 文獻探討 6
第一節 品牌形象 6
第二節 知覺價值 10
第三節 品牌知名度 14
第四節 購買意願 16
第五節 品牌形象、知覺價值、品牌知名度及購買意願間之關係 19
第參章 個案簡介 22
第肆章 研究設計與方法 26
第一節 研究架構 26
第二節 研究假設 27
第三節 操作性定義 27
第四節 研究範圍與抽樣設計 33
第五節 資料分析方法 34
第伍章 實證分析 38
第一節 信度與效度分析 38
第二節　 敘述性統計分析 39
第三節 人口統計變數對各構面之差異分析 49
第四節 相關分析 74
第六節　研究假設與驗證結果 78
第陸章 結論與建議 82
第一節 結論 82
第二節 研究建議 84
第三節 後續研究建議 85
參考文獻 87
附錄 96
作者簡介 100

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