進階搜尋


 
系統識別號 U0026-0812200911571872
論文名稱(中文) 品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究-以保健食品為例
論文名稱(英文) The Relationship among Brand Image, Perceived Quality ,Perceived Value, Customer Satisfaction and Repurchase Intention - An Empirical Study of Health Food
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 94
學期 2
出版年 95
研究生(中文) 沈孝思
研究生(英文) Hsiao-Shih Shen
學號 r0793109
學位類別 碩士
語文別 中文
論文頁數 92頁
口試委員 口試委員-吳萬益
指導教授-譚伯群
指導教授-姜傳益
口試委員-劉清和
召集委員-林清河
中文關鍵字 保健食品  再購買意願  品牌形象  知覺品質  顧客滿意度  知覺價值 
英文關鍵字 Repurchase Intention  Health Food  Customer Satisfaction  Perceived Value  Perceived Quality  Brand Image 
學科別分類
中文摘要 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




英文摘要 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




論文目次 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
參考文獻 中文文獻
1. 吳統雄 (1990),「電話調查:理論與方法」,第二版,臺北市,聯經出版社
2. 吳萬益 (2005) ,「企業研究方法」,第二版,華泰圖書出版公司
3. 許朝凱 (2005) ,「淺談健康食品管理法的健康食品」,衛生署食品衛生處專題報導。
4. 張淑青 (2004),「服務知覺價值多構面量表之實證研究」,企業管理學報2004年12月第63期 頁 95-120。
5. 葉香麟 (2003) , 「品牌形象、品牌關係與知覺品質關係之研究-以美白化妝品業為例」銘傳大學 管理科學研究所碩士論文
6. 蔡大山 (2004), 「全球性品牌與地方性品牌對消費者行為影響之比較研究—以西式炸雞速食業為例」朝陽科技大學 企業管理研究所碩士論文
7. 蔡東峻 ,李曉青 (2005),「折扣比例、品牌形象和產品種類對消費者知覺品質和知覺風險的影響」,中山管理評論 13:1 2005年3月 頁143-176
8. 劉文俊 (2000):生活習慣、飲食與癌症的預防。基層醫學,15(5),97-100
一、 英文文獻
1. Aaker, D. A. (1995) “Building strong brands” Brandweek. New York: Oct 2, Vol. 36, Iss. 37; pg. 28-32
2. Abdullah, M., Al-Nasser, A. D. & Husain, N. (2000) “Evaluating Functional Relationship between Image, Customer Satisfaction and Customer Loyalty Using General Maximum Entropy” Total Quality Management and Business Excellence, Vol.11,Iss.4-6, pp.826-829.
3. ACNielsen (2005) “Building company equity through loyalty” http://www.acnielsen.com/services/custom/p12.htm
4. Agarwal, S. & Teas, R. K. (2004) “Cross-national applicability of a perceived risk-value mode” The Journal of Product and Brand Management. Santa Barbara: Vol.13, Iss. 4/5; pg. 242
5. Anderson, E. W., & Sullivan, M. W. (1993), “The Antecedents & Consequences of Customer Satisfaction for Firms” , Marketing Science, Vol.12, pp.125-143
6. Babin, B. J. & Attaway, J. S. (2000), “Atmospheric Affect as a Tool for Creating Value & Gaining Share of Customer”, Journal of Business Research, Vol.49, pp.91-99
7. Babin, B. J., Darden, W. R. & Griffin, M. (1994) “Work &/or Fun: Measuring Hedonic & Utilitarian Shopping Value”, Journal of Consumer Research, Vol.20, pp.644-656
8. Bagozzi R. P., & Yi, Y. (1988) “On the evaluation of structural equation models” , Journal of the Academy of Marketing Science, 16(1), pp. 74-94
9. Bei, Lien-Ti & Chiao, Yu-Ching (2001). “An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on consumer satisfaction and loyalty “Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior Provo: Vol. 14, p. 125-140 (16 pp.)
10. Bhuian, S. N. (1997). “Marketing Cues and Perceived Quality: Perceptionsof Saudi Consumers Toward Products of The U.S., Japan, Germany, Italy, U.K.and France,” Journal of Quality Management, Vol. 2,No. 2, pp.217-235
11. Bolton & Katherine, N. L. (1999). “A Dynamic Model of Customers’ Usage ofService: Usage As An Antecedent and Consequence of Satisfaction,” Journal of Marketing Research, Vol.36, pp.171-186
12. Boulding, W., Kalra, A., Staelin, R. & Zeithaml, V. A. (1993). “A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions”, Journal of Marketing Research, 30(Feb.), pp.7-27
13. Chang, T. Z. & Wildt, A. R. (1994). “Price, product information, and purchase intention: An empirical study”, Journal of the Academy of Marketing Science, Volume: 22, Issue: 1, pp. 16-27
14. Chao, P. (2001) “The moderating effects of country of assembly, country of parts, and country of design on hybrid product evaluations” Journal of Advertising. Provo: Winter 2001.Vol.30, Iss. 4; pg. 67-82
15. Churchill, G. A., & Surprenant, C. (1982). “An Investigation into the Determinants of Customer Satisfaction.” Journal of MarketingResearch, Vol. 19, 133-147.
16. Day, G. S., & Wensley, R. (1988). “Assessing Advantage: A Framework for Diagnosing Competitive Superiority.” Journal of Marketing, Vol. 52, 1-20.
17. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). “Effects of Price, Brand, and Store Information on Buyers' Product Evaluations” Journal of Marketing Research; Aug; 28, 3; pg. 307-319
18. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior. 8th, Forth Worth, Dryden Press, Texas,
19. Garbarino, E. & Mark, S. J. (1999). “The Different Roles of Satisfaction,Trust, and Commitment in Customer Relationships,” Journal of Marketing, Vol.63(April), pp.70-87
20. Garvin, D. A. (1983). “Quality on the Line” Harvard Business Review, Vol.61, September-October, pp.65-75.
21. Garvin, D. A. (1987). “Competing on the Eight Dimensions of Quality,”Harvard Business Review, Vol.65, November-December, 1987, pp.101-109
22. Gourville, J., & Dilip, S. (2002). “Pricing and the Psychology ofConsumption,” Harvard Business Reward, September, pp.91-96.
23. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998), Multivariate Data Analysis, 5th ed., NJ: Prentice-Hall
24. Hansen, T. (2005) “Perspectives on consumer decision making: An integrated approach” Journal of Consumer Behaviour. Dec. Vol. 4, Iss. 6; pg. 420-437.
25. Harrison, P., & Shaw, R. (2004). “Consumer Satisfaction and Post-purchase Intentions: An Exploratory Study of Museum Visitors” International Journal of Arts Management. Montréal: Winter.Vol. 6, Iss. 2; pg. 23-32.
26. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003) “Customer repurchase intention: A general structural equation model” European Journal of Marketing; Vol .37, Iss. 11/12; pg. 1762
27. Iglesias, M. P., & Guillen, M. J. Y. (2004). “Perceived quality and price: their impact on the satisfaction of restaurant” International Journal of Contemporary Hospitality Management; Vol.16, Iss. 6;pg. 373-379
28. Insch, G. S., & McBride J. B. (2004) “The impact of country-of-origin cues on customer perceptions of product quality: A binational test of the decomposed country-of-origin construct” Journal of Business Research. New York: Mar.Vol.57, Iss. 3; pg. 256
29. Jamal, A. & Goode, M. M. H. ( 2001) “Consumers and brands: A study of the impact of self-image congruence on brand preference and satisfaction” Marketing Intelligence and Planning. Bradford: .Vol. 19, Iss. 6/7; pg. 482-492
30. Jo, Myung-Soo, Nakamoto, K., & Nelson, J. E. (2003). “The shielding effects of brand image against lower qualitycountries-of-origin in global manufacturing” Journal of Business Research 56 637– 646
31. Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). “Switching barriers and repurchase intentions in services” Journal of Retailing Greenwich: Summer. Vol. 76, Iss. 2, p. 259-274
32. Jones, T. O., & Sasser, W. E. Jr. (1995). “Why satisfied customers defect”. Harvard Business Review, 73,88-99
33. Juhl, H. J., Kristensen K., & Ostergaard, P. (2002). “Customer satisfaction in European food retailing“ Journal of Retailing and Consumer Services P:327–334
34. Kahle, L., Basil, P., & Ajay, S. (1998). "Changes in Social Values in the United States During the Past Decade," Journal of Advertising Research, (February/ March), 35-41
35. Keller, K. L. (1993). "Conceptualizing, measuring, and managing customer-based brand equity", Journal of Marketing, Volume: 57, pp. 1-22 January
36. Keller, K. L. (2001). “Building customer-based brand equity” Marketing Management. Chicago: Jul/Aug.Vol. 10, Iss. 2; pg. 14-19
37. Kotler, P. (1994). “Marketing Management: Analysis, Planning, Implementation and Control”, 8th ed., Prentice Hall, Inc
38. Kotler, Philip (1997). “Marketing Management:Analysis,Planning, Implementation and Control.” 9th ed., Prentice-Hall Inc., New Jersey.
39. Kotler, Philip (2003). “Marketing Management,11th ed,” Prentice-Hall Inc
40. Lee, J., Lee, J., & Feick, L. (2001). “The Impact of SwitchingCost on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in France,”Journal of Services Marketing, Vol.15 (1), pp.35-48.
41. Lovelock, C. H. (1996). “Services Marketing” Third Edition London Prentice-Hall International
42. McDougall, H.G. & Levesque, T. (2000). “Customer satisfaction with services: putting perceived value into the equation Gordon” The Journal of Services Marketing Santa Barbara. Vol. 14, Iss. 5, p. 392-410
43. Mittal, V. & Kamakura, W. A. (2001). “Satisfaction, repurchase intent, and repur¬chase behavior: Investigating the moderating effect of customer characteris¬tics” , Journal of Marketing Research, pg.131-142
44. Monroe, K. B., & Krishnan, R. (1985). “The Effect of Price on Subjective ProductEvaluations,” in Perceived Quality, J. Jacoby and J. Olson. eds., Lexington, MA:Lexington Books, pp.209-232
45. Naumann, E. & Jackson, D.W. (1999). "One more time: how do you satisfy customers?", Business Horizons, May-June, pp. 71-6
46. Oliver, R. L. (1997). “Satisfaction: A Behavioral Perspective on the Consumer” Boston, MA: Irwin, McGrew-Hill.
47. Olsen, L. L., & Johnson, M. D. (2003). “Service equity, satisfaction, and loyalty: From transaction-specific to cumulative evaluation” Journal of Service Research ; Feb.Vol. 5, Iss. 3; pg. 184-195
48. Olsen, S. O. (2002). “Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty” Academy of Marketing Science. Journal; Vol. 30, Iss. 3; pg. 240-249
49. Park, C. W., Feick, L. & Mothersbaugh, D. L. (1992). “Consumer knowledge assessment: How product experience and knowledge of brand, attributes and features affect what we think we know”, Advances in Consumer Research, Volume: 19 , pp. 193--198
50. Patterson, P. G. & Spreng, R. A. (1997). “Modelling the Relationship between Perceived Value, Satisfaction and Repurchase Intentions in a Business-to-Business, Services Context: An Empirical Examination”, International Journal of Service Industry Management, 8(5), pp.414-434
51. Petrick, J. F. (2002). “Development of a multi-dimensional scale for measuring perceived value of a service”, Journal of Leisure Research, Volume: 34, Issue: 2, pp. 119-136
52. Perry, A., & Wisnom III, D. (2002) “Before the Brand: Creating the Unique DNA of an Enduring Brand Identity” McGraw-Hill,New York (范文毅譯,2004,品牌識別ABC,滾石文化,台北市)
53. Reichheld, F. F. (1993). “Loyalty-Based Management,” Harvard Business Review, Vol.71 (March-April), pp.64-73
54. Richardson, P. S., Dick, A. S., Jain, A. K. (1994). “Extrinsic and intrinsic cue effects on perceptions of store brand quality” Journal of Marketing; Oct 1994; 58, 4; pg. 28
55. Sajeev Varki & Colgate Mark (2001). “The role of price perceptions in an integrated model of behavioral intentions”Journal of Service Research; Feb; pg. 232
56. Sheth, J. N., Bruce, I. N., & Barbara, L. G. (1991). “Consumption Values and Market Choice”.Cincinnati, Ohio: South Western Publishing
57. Sheth, J. N., Bruce, I. N., & Barbara, L. G. (1991). “Why We Buy What We Buy: A Theory of Consumption Values,” Journal of Business Research, 22(March), 159–170.
58. Singh, J. (1991). “Understanding the Structure of Consumers Satisfaction Evaluation of Service Delivery.” Journal of Academy of Marketing Sciences, Vol. 19, 223-234.
59. Sinha, I., & DeSarbo, W. (1998). "An integrated approach toward the spatial modeling of perceived customer value", Journal of Marketing Research, Vol. 35, May, pp. 236-49
60. Slater, S. F., & Narver, J.C. (2000). "Intelligence generation and superior customer value", Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 120-8
61. Snoj, B., Korda, A. P., & Mumel, D. (2004). “The relationships among perceived quality, perceived risk and perceived product value”, The Journal of Product and Brand Management. Santa Barbara: .Vol. 13, Iss. 2/3; pg. 156
62. Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). "The role of perceived risk in the quality-value relationship: a study in a retail environment", Journal of Retailing, Vol. 75 No. 1, pp. 77-105
63. Sweeney, J.C., Soutar, G.N. (2001). “Consumer perceived value: The development of a multiple item scale”, Journal of Retailing. Greenwich: Summer Vol. 77, Iss. 2; pg. 203
64. Smith, S., & Wheeler, J. (2002) “Managing the Customer Experience:Turning Customers into Advocates”,Prentice Hall,London (郭莞玲 譯,2003,創造顧客感動的品牌管理,哈佛企業管理顧問,台北市)
65. Taylor, S. A., & Baker, T. L. (1994). “An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions” Journal of Retailing. Greenwich: Summer 1994.Vol. 70, Iss. 2; pg. 163-178.
66. Teas R. K., Agarwal, S. (2000) “The effects of extrinsic product cues on consumers' perceptions of quality, sacrifice, and value” JOURNAL OF THE ACADEMY OF MARKETING SCIENCE 28 (2): pg: 278-290.
67. Thaler, Richard (1985). “MENTAL ACCOUNTING AND CONSUMER CHOICE” Marketing Science. Linthicum: Summer .Vol. 4, Iss. 3; pg. 199-214.
68. Tsai, S. P. (2005) “Utility, cultural symbolism and emotion: A comprehensive model of brand purchase value” INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING 22 (3): 277-291 SEP
69. Ulaga, W., & Chacour, S. (2001) "Measuring customer-perceived value in business markets", Industrial Marketing Management, Vol. 30, pp. 525-540.
70. Vahie, A. & Paswan, A. (2006) “Private label brand image: its relationship with store image and national brand”, International Journal of Retail & Distribution Management. Bradford: Vol.34, Iss. 1, pp. 67-84.
71. Villarejo-Ramos, A. F., & Sánchez-Franco, M. J. (2005) “The impact of marketing communication and price promotion on brand equity” Journal of Brand Management. London: Vol.12, Iss. 6; pg. 431-445
72. Weisburger, J. H. (2000). “Eat to Live, Not Live to Eat.” Nutrition, 16,pg. 767-773.
73. Woodruff, R. B. (1997). “Customer value: The next source of competitive advantage.” Journal of the Academy of Marketing Science, 25, 139–153
74. Yang, Zhilin & Peterson, R. T. (2004). “Customer perceived value, satisfaction, and loyalty: The role of switching costs” Psychology and Marketing. Hoboken: Oct 2004.Vol. 21, Iss. 10; pg. 799-822.
75. Yu ,C. MJ., Wu, L. Y., Chiao, Y. C., & Tai, H. S. (2005) “Perceived quality, customer satisfaction, and customer loyalty: the case of Lexus in Taiwan” TOTAL QUALITY MANAGEMENT & BUSINESS EXCELLENCE 16 (6): pp:707-719 AUG .
76. Zeithaml, V. A. (1988). "Consumer Perception of Price, Quality andValue:A Means-End Model and Synthesis of Evidence " Journal of Marketing,52(July),pp.2-22﹒
77. Zeithaml, V. A., & Amna, K. (1993). “Advertising, Perceived Quality, and Brand Image,” in Aaker, David A. and Alexander L. B. eds., Br Equity and Advertising: Advertising’s Role in Building Strong Brand, Iowa City: LawrenceErlbaum Associates, pp.143-161.
78. Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1996). “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol.60 (April), pp.31-46
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2007-07-17起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2007-07-17起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw