Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23424
標題: 探討顧客知覺價值、滿意度、忠誠度、品牌偏好對台灣品牌豬肉再購意願之影響
A Study of the Effects of Repurchase Intention for Taiwan Branding Pork - An Application of Value Perception, Customer Satisfaction, Customer Loyalty, and Brand Preference
作者: 賴儀聿
Lai, Yi-Yu
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-2607201020031400
品牌豬肉
知覺價值
顧客滿意
顧客忠誠
品牌偏好
再購意願
出版社: 行銷學系所
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摘要: 本研究之目的在探討消費者對品牌豬肉的知覺品質與知覺價格對知覺價值之影響,並以品牌偏好與顧客滿意為中介變數,分析知覺價值對再購意願之影響,更進一步分析知覺價值、顧客滿意、顧客忠誠、品牌偏好、再購意願五個變數間之相互關係。研究對象為曾購買過品牌豬肉之消費者,並利用結構方程式模型來驗證本研究之研究架構,以檢定本研究之研究假設。 本研究之結果,所有假設均成立,「知覺品質」對「知覺價值」具有正向的影響,表示品牌豬肉的新鮮度、安全認證等品質表現,對於消費者而言是有價值的;「知覺價格」對「知覺價值」具有正向的影響,表示消費者認為品牌豬肉的價格可以反映其價值;「知覺價值」對「顧客滿意度」與「品牌偏好」皆具有正向的影響,表示消費者購買品牌豬肉感受到的價值,會正向影響其滿意度與品牌偏好;「顧客滿意度」對「顧客忠誠」與「再購意願」皆具有正向的影響,表示對品牌豬肉感到滿意的消費者,會願意再次購買同一品牌,且有可能推薦他人購買;「顧客忠誠」對「品牌偏好」、「品牌偏好」對「再購意願」皆具有正向的影響,表示消費者對品牌豬肉產生忠誠度後,會正向的影響其品牌偏好,而品牌偏好會正向影響其再購意願。最後,本研究提出建議做為學術與實務之參考。
This research focused mainly on the exploration of consumers' repurchase intention about Taiwan branding pork with respect to the effect between the value perception, customer satisfaction, customer loyalty, brand preference and repurchase intention. The study subjects must be someone who have purchased one of the 28 Taiwan branding pork before. The questionnaires were sent through the Internet, and 318 of them were valid for further analysis. Study methods include descriptive statistics, analysis of reliability and validity and SEM analysis. Following are the results of this research: Based on the consumers' views about Taiwan branding pork, the perceived quality and perceived price had significantly positive effect on the value perception, and the value perception had significantly positive effect on the customer satisfaction and brand preference. The customer satisfaction had significantly positive effect on the customer loyalty and repurchase intention. The customer loyalty had significantly positive effect on the brand preference, and the brand preference had significantly positive effect on the repurchase intention. All hypotheses of this research were supported. Finally, this research had made some suggestions as references for academic and practical situation.
URI: http://hdl.handle.net/11455/23424
其他識別: U0005-2607201020031400
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