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研究生:蔡明宏
研究生(外文):Ming-Hung Tsai
論文名稱:品牌聯想、知覺價值與購買意圖關係之研究-以臺灣保健食品產業為例
論文名稱(外文):The Relationship among Brand Association, Perceived Value and Purchase Intention: An Empirical Study of Healthy Food Industry in Taiwan
指導教授:李俊彥李俊彥引用關係
指導教授(外文):Jun-Yen Lee
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:生物事業管理學系研究所
學門:生命科學學門
學類:生物科技學類
論文種類:學術論文
畢業學年度:96
語文別:中文
論文頁數:86
中文關鍵詞:品牌聯想公司聯想產品聯想知覺價值購買意圖
外文關鍵詞:Brand AssociationCorporate AssociationProduct AssociationPerceived ValuePurchase Intention
相關次數:
  • 被引用被引用:5
  • 點閱點閱:253
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
品牌聯想的類型可區分為產品聯想和公司聯想,而產品聯想可分為功能性與非功能性聯想,公司聯想可分為公司能力與公司社會責任的聯想(Chen, 2001),由此可知產品聯想和公司聯想是提升消費者對產品品牌聯想的重要因素。本研究以台灣保健食品市場的消費者為研究對象,探討台灣保健食品產業品牌聯想、知覺價值與購買意圖之關係;另外,本研究以消費者的年齡與涉入程度作為本研究的干擾變項,以探討不同的消費族群對保健食品的購買意圖是否有所差異。樣本回收共計發出350份,回收有效問卷共293份,有效回收&;#63841;為83%。經建立結構方程式模型進&;#64008;實證分析,實證結果發現如下:
品牌聯想與知覺價值皆正向顯著影響消費者對保健食品的購買意圖,同時知覺價值也是品牌聯想與購買意圖的中介變數。在干擾變項的部份,針對年齡層次的不同,兩個消費族群對於模式之知覺價值對購買意圖之影響效果皆不顯著;高涉入的消費者對於模式之品牌聯想對購買意圖之路徑效果呈現不顯著。
最後本研究建議在台灣保健食品市場上,品牌聯想與知覺價值乃是改善消費者購買意圖上非常重要的一環,所以若廠商要對消費者購買意圖產生影響,則品牌聯想與知覺價值是廠商所要考慮的重要因素。

Brand association is categorized by two types - product association and organizational association. Product association could be divided into functional attribute association and non-functional attribute association. Organizational association could be grouped into corporate ability association and corporate social responsibility association(Chen, 2001). This study aims to investigate the relationships among brand association, perceived value, and purchase intention for healthy food market in Taiwan. Of the 350 questionnaires sent to ordinary consumers in the Taiwan area, 293valid questionnaires were returned, with a valid return rate of 83%. The structural equation model (SEM) was applied for this investigation analysis. The findings of study are as follows,
As results, the construct of brand association has a significantly positive effect on perceived value. The construct of perceived value is found as a mediator between brand association and purchase intention. Brand association and perceived value have significantly positive effects on purchase intention, separately. More over, the effects of the moderators, customer involvement and ages on the paths of perceived value to purchase intention, and brand association to purchase intention, are not significant, independently.
In this research, the brand association and perceived value are two key factors to improve the customer purchase intention for healthy food market in Taiwan. If the industry wants to improve the customer purchase intention, the two factors must be addressed.

謝誌 ………………………………………………………………… Ⅰ
中文摘要 ………………………………………………………………… Ⅱ
英文摘要 ………………………………………………………………… Ⅲ
目 錄 ………………………………………………………………… Ⅳ
表目錄 ………………………………………………………………… Ⅴ
圖目錄 ………………………………………………………………… Ⅵ
第一章 緒論…………………………………………………………… 1
第一節 研究背景與動機……………………………………………… 1
第二節 研究目的……………………………………………………… 3
第三節 研究流程……………………………………………………… 4
第二章 文獻探討……………………………………………………… 5
第一節 品牌聯想……………………………………………………… 5
第二節 購買意圖……………………………………………………… 11
第三節 知覺價值……………………………………………………… 13
第四節 研究假設……………………………………………………… 15
第五節 保健食品……………………………………………………… 19
第三章 研究方法……………………………………………………… 27
第一節 研究架構……………………………………………………… 27
第二節 研究構念之操作性定義與衡量……………………………… 28
第三節 研究對象與資料分析方法…………………………………… 35
第四節 統計分析方法及其應用……………………………………… 36
第四章 結果與討論…………………………………………………… 39
第一節 基本敘述統計分析…………………………………………… 39
第二節 信度與效度分析……………………………………………… 41
第三節 構念效度之驗證性因素分析與結構模式配適度與假設分析 44
第四節 研究假設結果………………………………………………… 61
第五章 結論與建議…………………………………………………… 63
第一節 研究結論……………………………………………………… 63
第二節 建議…………………………………………………………… 65
參考文獻 ………………………………………………………………… 68
附錄一 問卷…………………………………………………………… 73
附錄二 構念信度分析………………………………………………… 81
附錄三 題項平均數與標準差………………………………………… 85

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