臺灣博碩士論文加值系統

本研究針對已購買G7咖啡的消費者為對象，使用網路問卷方式發放進行調查，研究主題以探討購買G7咖啡的消費者在知覺價值，品牌形象，產品涉入，購買意願之關聯性。於2019年3月28日至2019年4月20日進行問卷調查，實際回收306份，均為有效問卷，並透過SPSS20 統計軟體進行分析實證。所使用的統計分析包括：項目分析、效度分析、信度分析、因素分析、描述性統計分析、相關分析及迴歸分析等方法。依研究動機、研究目的對於實際調查、研究分析所得之結果予以陳述：1. 產品涉入對於品牌形象及知覺價值有顯著正向影響；惟產品涉入對購買意願無顯著影響，表示完善的產品涉入對品牌形象，知覺價值有提升的效果。2. 品牌形象對知覺價值有顯著正向影響；惟品牌形象對購買意願無顯著影響，表示品牌形象越高，知覺價值也會相對提升。3. 知覺價值對於購買意願，呈顯著正相關，表示落實知覺價值，能大幅提升購買意願。4. 產品涉入得透過品牌形象及知覺價值對於購買意願間具有部分中介效果。5. 品牌形象得透過知覺價值對於購買意願間具有中介效果。

This study is aimed at consumers who have purchased G7 coffee, using online questionnaires to conduct surveys, and research topics to explore the relevance of consumers who purchase G7 coffee in terms of perceived value, brand image, product involvement, and purchase intention. Questionnaires were conducted from March 28, 2019 to April 20, 2019, and 306 were actually collected, which were valid questionnaires and analyzed by SPSS statistical software. The statistical analysis used includes: project analysis, validity analysis, reliability analysis, factor analysis, descriptive statistical analysis, correlation analysis and regression analysis. According to the research motivation and research purpose, the results of actual investigation and research analysis are stated: 1. Product involvement has a significant positive impact on brand image and product perception value; dimension product involvement has no significant impact on purchase intention, indicating that a perfect product is involved in the brand image and product perception value has an improved effect.2. Brand image has a significant positive impact on product perception value; Wei brand image has no significant impact on purchase intention, indicating that the higher the brand image, the higher the product perception value.3. Product perceived value is significantly positively correlated with the willingness to purchase, indicating that the implementation of product perception value can significantly increase the willingness to purchase.4. The product involved has a partial mediation effect on the purchase intention through the brand image and product perception value.5. The brand image has an intermediary effect on the purchase intention through the product perception value.

摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
1. 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 2
2. 文獻探討 4
2.1 品牌形象 4
2.1.1 品牌形象的定義 4
2.1.2 品牌形象的衡量 4
2.1.3 小結 5
2.2 知覺價值 5
2.2.1 知覺價值的定義 5
2.2.2 知覺價值的衡量 6
2.2.3 小結 7
2.3 產品涉入 7
2.3.1 產品涉入的定義 7
2.3.2 產品涉入的構面 8
2.3.3 小結 8
2.4 購買意願 8
2.4.1 購買意願的定義 9
2.4.2 購買意願的衡量構面 9
2.4.3 小結 10
2.5 研究變項間之相關性研究 10
2.5.1 品牌形象與購買意願之關係 11
2.5.2 知覺價值與購買意願之關係 11
2.5.3 產品涉入與購買意願的關係 10
2.5.4 品牌形象與消費者知覺價值的關聯 11
2.5.5 產品涉入、品牌形象與知覺價值關聯的影響 10
3. 研究方法 13
3.1 研究架構 13
3.2 研究假設 13
3.3 研究對象及抽樣方法 14
3.4 研究工具 14
3.5 統計方法 14
4. 資料分析 16
4.1 樣本結構之敘述性分析 16
4.2 因素與信度分析 18
4.3 差異分析 19
4.4 相關分析 27
4.5 迴歸分析與中介效果驗證 27
4.6 小結 29
5. 結論與建議 31
5.1 研究結論 31
5.2 研究建議 32
參考文獻 33
附錄 37

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