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研究生(外文):Hsu, I-Ju
論文名稱(外文):A Study of Product Mark and Brand Influence Consumer Purchase Intention
指導教授(外文):Ching-Chang Lee
外文關鍵詞:Product markBrand PerferencePerceived valuePurchase IntentionTrust
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本研究採用SmartPLS統計軟體進行路徑分析以及信效度分析,並搭配GoF模型配適度、Sobel 中介檢定進行檢定,並對購買因素進行重要性排序分析,因本研究之問卷來自網路與紙本,問卷數共318份,本研究將兩部份之問卷進行t檢定,結果顯示,本研究之無反應偏差不足以影響研究結果,本研究以單因子驗證式因素分析來檢驗共同方法變異,結果顯示本研究並無共同方法變異之問題。


Recently the food safety has come under the spotlight. Many of the consumers start to pay attention to the food they eat, whether it is healthy and safe to consume. The number of food safety scandal is increasing and the issue is getting more serious, from raw materials to food processing, if any of the processes go wrong, it will affect the end consumers. Hence, consumers will now consider the brand and product mark before purchase. Product mark is the quickest way to determine the food origin. Without the aid of other tools, consumers can only rely on their past consumption experience and product mark to select appropriate product.
This study uses SmartPLS, GoF fit model, Sobel test, T test to analysis data and to prioritize purchase factors. 318 questionnaires were collected via the Internet and paper form. Results show that non-response rate is minimal and does not affect the study.
According to the result from the questionnaires collected, brand does not have meaningful relation with trust while product mark shows strong correlation with trust. That said, both brand and product mark have significant correlation with perceived value. Furthermore, popularity of a brand also shows positive correlation with trust, that is well-known brands receive higher trust from consumers. Results, consumer not trust brand mark. The reason probably is the brand has large and small the consumer can’t resolution all of the brand mark. Then the involvement moderate the relationship between the brand preference and perceived value are significant. Indicate the consumer’s involvement will influence the original brand preference and perceived value. Lastly, this study also provides some suggestions for use and reference of future studies.

目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究動機 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 國內食品安全標章 5
第二節 國外食品安全標章 11
第四節 知覺價值(PERCEIVED VALUE) 16
第五節 涉入程度(INVOLVEMENT) 17
第六節 信任(TRUST) 21
第七節 產品標示(PRODUCT MARK) 23
第三章 研究設計與研究方法 26
第一節 研究架構 26
第二節 研究假說 26
第三節 問卷設計 30
第四節 資料分析方法 34
第五節 問卷前測結果分析 35
第四章 資料分析與結果 36
第一節 問卷回收結果 36
第二節 敘述性統計分析 36
第三節 信度與效度分析 39
第四節 結構模型分析 42
第五節 研究結果討論 49
第五章 結論與建議 52
第一節 研究結論 52
第二節 管理與實務意涵 53
第三節 研究限制與未來研究方向 54
參考文獻 56

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