臺灣博碩士論文加值系統

飲料產品是全球成長最快速的品類，而飲料品項中又以酒精飲料、茶類飲料和咖啡飲料三項嗜好性飲料為發展龍頭，尤其以酒類產品的發展最為顯著，從可口可樂積極投入製茶產業以及金車近期投入釀酒產業的舉動即可見一般。更重要的是，相對於其他已開發國家，新興國家如中國大陸、印度和巴西等等，對於這類飲料的接觸才剛開始，仍有很大的需求未被滿足。隨著菸酒管理法的施行，開放民間製酒，我國酒品產業蓬勃發展。由於我國酒品產業發展時間很短，廠商規模不大，專業人力不足，行銷與銷售通路取得不易。再加上國外酒品的競爭，嚴重影響我國酒品產業發展。基於此，本研究嘗試探討威士忌的品牌形象、顧客知覺價值對於消費者購買意圖之影響，亦計畫加入從眾行為作為中介及干擾因素來建構研究架構。研究採用問卷調查法，以網路問卷進行調查，隨機抽選有飲用威士忌的消費者為研究對象進行便利抽樣調查，經實證，在品牌形象的功能性與知覺價值的功能價值，從眾行為與購買意願間的正向影響效果不顯著，以及品牌形象的經驗性在購買意願間是負向效果；整體而言，品牌形象對知覺價值有直接影響效果，而從眾行為對購買意願亦有直接影響效果，因此，購買威士忌的消費者個人會因為廠商的行銷方式與品牌形象，而影響對該產品的知覺價值，進而有效提升消費者的購買意願，而本研究認為消費者在選購威士忌產品時，品牌形象是相當重要的關鍵。

Drinking products is growing up rapidly by comparing to other consumer goods especially for alcohol, tea, and coffee drinking. Alcohol drinking is the most remarkable product of these drinking products. Recently Coca-Cola co. and King-Car co. had involved into tea and alcohol market respectively, and it mentions that drinking industries have high potentials in this market. Due to the fact that the developing countries like China, India, and Brazil still have strong demands for alcohol drinking in the future, it is worthy to study how to improve our national competitiveness in such market under facing the situations regarding economies of scale, insufficency of professional manpower, and lack of marketing channel. According to this, the study tries to discuss the influences of brand image for whisky and customers’ perceived value on purchase intention. Moreover, herd behavior is also taken into the research framework as a mediating and moderating variable. The data was collected from the customers having the experiences of drinking whisky by using internet questionnaires withconvenience sampling. Finally, the results mention some important evidences as follows: 1. Functionality of brand image and functional value of perceived value insignificantly influence on purchase intention. 2. Experience of brand image show the negative impact on purchase intention. 3. Both Brand image to perceived value and herd behavior to purchase intention have direct influence effects. Therefore, the customers will be influenced by marketing strategy and brand image of the companies, and then the customers will improve the purchase intention via perceived value increasing. In the other word, brand image is a critical factor when the customers decide to buy or not.

摘要……………………………………………………………………………………i
謝誌…………………………………………………………………………………iii
目錄……………………………………………………………………………………v
表目錄………………………………………………………………………………vii
圖目錄………………………………………………………………………………ix
第一章、緒 論…………………………………………………………………………1
1.1 研究背景…………………………………………………………………………1
1.2 研究動機…………………………………………………………………………2
1.3 研究目的…………………………………………………………………………3
1.4 研究流程…………………………………………………………………………3
第二章 文獻探討………………………………………………………………………6
2.1 威士忌產業………………………………………………………………………6
2.2 品牌形象…………………………………………………………………………8
2.3 知覺價值…………………………………………………………………………13
2.4 從眾行為…………………………………………………………………………18
2.5 購買意願…………………………………………………………………………21
第三章 研究方法……………………………………………………………………25
3.1 相關理論探討……………………………………………………………………25
3.2 研究架構與研究假設……………………………………………………………28
3.3 研究變數與操作型定義…………………………………………………………32
3.4 研究對象與抽樣設計……………………………………………………………34
3.5 資料分析方法……………………………………………………………………35
第四章 實證分析………………………………………………………………37
4.1 問卷預試分析……………………………………………………………………37
4.2 問卷分析…………………………………………………………………………40
4.3 信度分析…………………………………………………………………………41
4.4 各構面之變異數分析……………………………………………………………42
4.5 研究變項之相關分析……………………………………………………………45
4.6 迴歸分析…………………………………………………………………………45
4.7 信、效度分析……………………………………………………………………47
4.8 整體模式分析……………………………………………………………………54
4.9 從眾行為對品牌形象與購買意願及知覺價值與購買意願的干擾效果………58
4.10研究架構假設實證結果………………………………………………………61
第五章 研究結論與建議…………………………………………………………63
5.1 研究結論……………………………………………………………………63
5.2 研究建議…………………………………………………………………………66
5.3 研究貢獻…………………………………………………………………………67
5.4 研究限制…………………………………………………………………………68
參考文獻……………………………………………………………………………69
附錄一…………………………………………………………………………………79
附錄二…………………………………………………………………………………84
 
表目錄
表 2-1 國內、外學者對品牌形象之定義……………………………………………10
表 2-2 國內、外學者對品牌形象之衡量構面………………………………………12
表 2-3 國內、外學者對知覺價值之定義……………………………………………14
表 2-4 國內、外學者對知覺價值之衡量構面………………………………………17
表 2-5 國內、外學者對從眾行為之定義……………………………………………19
表 2-6 國內、外學者對從眾行為之衡量構面………………………………………21
表 2-7 國內、外學者對購買意願之定義……………………………………………22
表 2-8 國內、外學者對購買意願之衡量構面………………………………………23
表 3-1 品牌形象之操作型定義……………………………………………………32
表 3-2 知覺價值之操作型定義……………………………………………………33
表 3-3 從眾行為之操作型定義……………………………………………………33
表 3-4 購買意願之操作型定義……………………………………………………34
表 4-1 各構面信度分析………………………………………………………………37
表 4-2 探索性因素分析………………………………………………………………37
表 4-3 樣本基本資料分析…………………………………………………………40
表 4-4 各構面信度分析……………………………………………………………41
表 4-5 以性別因子的各構面變異分析………………………………………………42
表 4-6 以年齡因子的各構面變異分析………………………………………………43
表 4-7 以教育程度因子的各構面變異分析…………………………………………43
表 4-8 以職業因子的各構面變異分析………………………………………………44
表 4-9 以職業因子的各構面變異分析………………………………………………44
表 4-10 所有構面之相關分析………………………………………………………45
表 4-11 迴歸分析………………………………………………………………46
表 4-12 迴歸分析假設結果…………………………………………………………46
表 4-13 品牌形象量表驗證性因素分析……………………………………………49
表 4-14 知覺價值量表驗證性因素分析……………………………………………50
表 4-15 從眾行為量表驗證性因素分析……………………………………………51
表 4-16 購買意願量表驗證性因素分析……………………………………………52
表 4-17 各構念契合度分析表………………………………………………………53
表 4-18 各構念區別效度表…………………………………………………………53
表 4-19 整體模式契合度分析表……………………………………………………54
表 4-20 基本的配適標準表…………………………………………………………55
表 4-21 模式配適度評鑑結果摘要表………………………………………………56
表 4-22 潛在變項路徑分析結構模型表……………………………………………56
表 4-23 品牌形象與購買意願之層級迴歸分析(從眾行為為干擾變項)…………59
表 4-24 從眾行為對品牌形象與購買意願的迴歸係數……………………………59
表 4-25 知覺價值與購買意願之層級迴歸分析(從眾行為為干擾變項)…………60
表 4-26 從眾行為對知覺價值與購買意願的迴歸係數……………………………60
表 4-27 本研究假說結果總表………………………………………………………61
 
圖目錄
圖 1-1 研究流程圖……………………………………………………………………5
圖 3-1 計畫行為理論模型…………………………………………………………27
圖 3-2 研究架構圖…………………………………………………………………28
圖 4-1 線性結構模型修正後之實證分析與參數值………………………………57

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魏伊苹（民96）。「膠囊玩具消費體驗與價值之研究」。未出版之碩士論文，國立政治大學國際經營與貿易所，台北市。


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