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Author: 彭碧珍
Pi-chen Peng
Thesis Title: 影響消費者品牌認知及購買行為的因素-以三家食品業為例
Factors Influencing Consumer’s Brand Perception and Purchase Behavior:An Empirical Study of Three Food Companies in Taiwan
Advisor: 盧希鵬
Hsi-peng Lu
Tain-yi Lour
Committee: 陳正綱
Cheng-Kang Chen
Degree: 碩士
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2014
Graduation Academic Year: 102
Language: 中文
Pages: 48
Keywords (in Chinese): 食品品牌企業歷史理性行為理論購買傾向
Keywords (in other languages): Food, Brand, Corporate history, Theory of Reasoning Action, Intention to Purchase
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  • 近年來,台灣市面上的食品市場商品形態相當地多元,但競爭也相當激烈。多數的廠商除了在商品的口味及外型多所著墨外,並在廣告及品牌喚醒上花了相當的功夫以圖謀在食品市場上取得優勢。 針對不斷進入食品市場的競爭者及已經在這塊市場經營許久的現有廠商,目前競爭狀況已如戰國市場般激烈。食品業者要如何尋求關鍵因素及透過品牌的影響力來影響消費者的行為?甚至藉由公司的品牌形象來吸引就業市場的優秀人才來共同加入經營的行列及團隊以造就長青企業? 探討這些影響因素為本研究的目的。
    本研究使用調查法並選取國內三大食品業者的商品以為樣本作為調查。採用理性行為理論為基礎(TRA-Theory of Reasoning Action) 研究結果經路徑分析後發現食品產業的品牌知覺價值-口感及外觀會正面影響消費者對品牌的認知並進而影響其購買傾向(直接關係)及推薦就業傾向(間接關係) 。品牌形象及企業歷史也會正面影響消費者對品牌的認知並進而影響其購買傾向(直接關係)及推薦就業傾向(間接關係) 。但品牌知覺價值-口感則與企業歷史無顯著關係,品牌知覺價值-外觀則與企業歷史呈顯著負向關係。

    In recent years, food products in Taiwan have catered to a fairly diverse market; however, the competition remains fierce. Thus, most of the vendors have spent considerable effort in advertising and building a brand image, in addition to the product’s taste and appearance, in an attempt to gain advantage in the food market. Given that existing food vendors in this market have been operating for a long time and new competitors continue appear, competition has become as fierce as the Warring States. This study explores how the food industry and several key factors affect the search for brand influence, which can stimulate consumer behavior. The study also aims to analyze how a company’s brand image can attract talented people to enter this job market and join the operations team to create Evergreen Enterprises. Three major domestic food industries were selected and the survey method was used for this study. The results were analyzed using theory of reasoning action (TRA). Correlation analysis showed that perceived value of the food industry brand(i.e., taste and appearance) has positive correlation with consumer perception of the brand and their intention to buy (direct relationship), which also leads to employment recommendations (indirect relationship). Meanwhile, brand image and corporate history has a positive relationship with consumer perception of the brand and their intention to buy (direct relationship), thus leading to employment recommendations (indirect relationship). However, the brand perceived value (i.e., taste) is not significantly related with corporate history. Moreover, the brand perceived value (appearance) has negative relationship with business history.

    摘要 III ABSTRACT V 誌謝 VI 目錄 VIII 圖目錄 X 表目錄 XI 第一章、 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 2 1.3 產業背景及介紹 3 1.4 研究流程與架構 15 第二章、 文獻探討 18 2.1 品牌 18 2.2 品牌策略 19 2.3 品牌價值 19 2.4 企業歷史/推薦應徵 21 2.5 年節因素 22 2.6 理性行為理論TRA 23 2.7 研究模型 25 第三章、 研究設計與方法 26 3.1 研究步驟 26 3.2 研究方法 26 第四章、 研究結果及分析 30 4.1 描述性分析 30 4.2 模型檢定 33 第五章、 研究結論與建議 34 5.1 結論 34 5.2 建議 35 5.3 未來研究方向 37 參考文獻 39 附錄-問卷 42

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