臺灣博碩士論文加值系統

近年來在社會環境快速變遷的趨勢與消費意識的提升，消費者在對水果的購買行為逐漸在改變，雖說生鮮蔬果的購買決策不像高單價商品那樣複雜，但仍然會因個別消費者心理因素對於產品訊息有不同的處理進而影響其購買行為。因此，對於消費者購買國產水果的決策過程，本研究將透過消費者涉入程度、品牌形象及購買意願等構面間相互影響程度。本研究的目的在於瞭解國產水果目前市場消費型態與消費者對於國產水果的品牌和認證標章的接受程度和是否有 助於提高消費者購買意願與決策過程之依據，並做為日後實務界訂定國產水果在行銷策略之參考。本研究依據文獻探討設計調查問卷，採便利抽樣進行問卷發放，回收有效問卷215份。同時以敘述性統計分析、樣本項目與因素分析、迴歸檢定分析等統計方法，藉SPSS軟體進行問卷資料分析，結果發現消費者在國產水果的購買行為，涉入程度與品牌形象對於消費者的購買意願具有顯著的影響；消費者的涉入程度對其品牌形象認知具有顯著影響；品牌形象在消費者涉入與購買行為中具有中介效果。本研究歸納出管理實務建議，提供國產水果行銷經營策略的參考。國產水果的品牌形象與認證制度已成功建立，並對涉入程度高的消費者產生正向的影響，應強化正面品牌態度，藉以建立品牌在消費者心目中的強固形象，激發消費者愛鄉、愛土、愛咱的農產品情感，採行差異化行銷策略，維繫消費者品牌忠誠度，達到與進口農產品之有效市場區隔。

Owing to the trend of rapid change in social environment and improvement of consumer awareness in recent years, consumer purchase behavior for fruit changes gradually. Although purchase decisions for fresh fruits and vegetables are not as complex as that for high-priced products, different product information processing by individual consumers’ psychological factors will affect their purchasing behavior.Therefore, for consumers’ decision-making process of buying domestic fruit, this study will explore the mutual influence extent among consumers’ involvement degree, brand image and purchase intention. The purpose of this study is to understand the current market consumption situation of domestic fruit, consumers’ acceptance of domestic fruit brand and certification mark， and whether they has the basis of helping to improve consumer purchase intention and decision-making process as the reference for future practitioners to set domestic fruit marketing strategies. This study designed survey questionnaire based on the literature, and adopted convenience sampling to conduct questionnaire distribution, with collected 215 valid questionnaires. Meanwhile, questionnaire data was analyzed by SPSS software through descriptive statistical analysis, sample projects and factor analysis, statistical analysis and regression test analysis. It was found that: consumer buying behavior for domestic fruit, involvement degree and brand image had a significant impact on consumer purchase intention; consumer involvement degree had a significant impact on their brand image recognition; brand image had a mediating effect on consumer involvement and purchase behavior. This study concludes some practical suggestion in referring in marketing strategies for domestic fruit. Domestic fruit brand image and certification system have been successfully established and have produced positive impact on consumers with high involvement degree. Positive brand attitude should be strengthened in order to build the strong image of brand in the minds of consumers. Also inspire consumers’ emotions of loving township, earth and agricultural products; differentiated marketing strategies should be adopted to maintain brand loyalty and differentiate market segmentation with imported agricultural products.

目 錄
第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究方法與步驟 3
第二章 文獻探討
第一節 購買意願 5
第二節 消費者涉入 9
第三節 品牌形象 13
第四節 國內水果產品品牌與認證標章實施概況 18
第三章 研究方法
第一節 研究架構與假設 20
第二節 問卷設計 22
第三節 資料分析方法 29
第四章 實證結果分析
第一節 敘述性統計分析 31
第二節 樣本項目與因素分析 35
第三節 檢定分析 39
第五章 結論與建議
第一節 結論 47
第二節 研究限制 47
第三節 實務策略建議 48
參考文獻 50
附錄正式問卷 54

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