臺灣博碩士論文加值系統

本研究主要在探討一般消費大眾對於保健食品的品牌形象、知覺品質、知覺價值對顧客滿意與再購買意願間之影響。本研究以台南地區的一般消費大眾為研究對象，共寄發問卷400 份，回收有效問卷295 份，有效回收率為73.73 %。經SPSS統計方法經因素分析、T檢定、皮爾森積差相關及Amos線性結構分析進行實證分析，實證結果發現如下：
消費者在保健食品的品牌形象方面對於知覺品質及知覺價值都是有顯著的正向影響，且以整體而言，品牌形象對於知覺品質影響的程度高於對知覺價值的影響。在人口統計變項中顯示不同年齡層、教育程度或婚姻狀況對於顧客滿意度皆有影響，且已婚有小孩的族群較未婚族群的滿意度高。
以消費者的知覺價值而言，消費者其對保健食品的品牌形象及知覺品質對於知覺價值都有正向且顯著的影響，其中以知覺品質對知覺價值的影響大於品牌形象對於知覺價值的影響。對於整體的架構而言，品牌形象會藉由知覺品質及知覺價值來影響顧客滿意度，但不會直接影響顧客滿意度;而知覺價值才是會直接影響顧客滿意度的構面，並進而影響再購買意願；此點可作為行銷策略的訂定的參考

This study focused mainly on the exploration of ordinary consumers’ views about health foods with respect to the effect between the brand image, perceived quality, perceived value and the customers’ satisfaction and repurchase intention. Of the 400 questionnaires sent to ordinary consumers in the Tainan area with regard to the repurchase intention of health food, 295 valid questionnaires were returned, with a valid return rate of 73.3%. The SPSS statistic method was applied through the use of factor analysis, T-test, Pearson’s product-moment correlation and Amos’ linear structural relations model for analysis, and the findings were given below:
Based on the consumers’ views about health foods, the brand image had significantly positive effect on both the perceived quality and perceived value, and the brand image had more effect on the perceived quality than on the perceived value as a whole. In the variables of demographic statistics, all of the different age tier, education level or marital status had effect on customer satisfaction, and the married group with children had higher satisfaction than the unmarried group.
In terms of the consumers’ perceived value, both the brand image and perceived quality had significantly positive effect on the perceived value, and, among other things, the effect of the perceived quality on the perceived value was more than that of the brand image on the perceived value. As the whole frame, the brand image could affect the customer satisfaction by way of the perceived quality and perceived value, but it would not directly affect the customer satisfaction. It is the perceived value that would directly affect the customer satisfaction, and further affect the repurchase intention. This point can be used as a reference when promotion strategy is to be established

摘要. I
Abstract II
致謝 III
目錄. IV
表目錄. VI
圖目錄 VIII
第一章 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 研究對象與範圍 2
第四節 研究步驟 3
第二章 文獻探討 4
第一節 保健食品 4
第二節 品牌形象 7
第三節 知覺品質 14
第四節 知覺價值 18
第五節 顧客滿意度 21
第六節 再購買意願 23
第七節 各相關構面之互動關係及影響 24
第三章 研究方法 31
第一節 研究架構與研究假設 31
第二節 操作性定義及問卷設計 33
第三節 抽樣與問卷發放 38
第四節 資料分析方法 38
第四章 研究結果 43
第一節 信度分析 43
第二節 敘述性統計分析 44
第三節 因素分析與信度檢定 49
第四節 人口統計變項對各構面之差異分析 52
第五節 各構面因素之相關分析 60
第六節 線性結構模式分析 62
第七節 研究結果 68
第五章 結論與建議 70
第一節 研究結論 70
第二節 研究限制 71
第三節 研究建議 72
參考文獻 73
附錄一：問卷題目設計 80

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