臺灣博碩士論文加值系統

摘 要
現今網際網路販售水梨的情況並不普遍,這樣的環境下想要了解消費者對於網路購買水梨的看法如何。以及探討由現今的網路環境中消費者在購買水梨禮盒，對於品牌知識、顧客價值、購買意圖之間的關係是否互相影響，此為本研究的重點。
本研究針對大台中地區的消費者總居住人口為測量母體，蒐集有效樣本數480份。受測對象為大台中地區之消費者。針對本研究建構品牌知識、顧客價值及購買意圖關係之研究，本研究以國內外相關文獻及問卷調查來進行研究。本研究使用因素分析與迴歸分析來驗證研究架構以及構面間相互影響關係。
研究結果顯示：
1. 消費者愈具「品牌知名度」者，對顧客價值之「實用性」具有正向顯著影響。消費者愈具「品牌知名度」者，對顧客價值之「程序性價值」具有正向顯著影響。
2. 消費者愈具「品牌形象」者，對顧客價值之「實用性」具有正向顯著影響。消費者愈具「品牌形象」者，對顧客價值之「程序性價值」具有正向顯著影響。


3. 消費者愈具「實用性」者，對購買意圖之「再購意願」具有正向顯著影響。消費者愈具「實用性」者，對購買意圖之「次要行為」具有正向顯著影響。
4. 消費者愈具「程序性價值」者，對購買意圖之「再購意願」具有正向顯著影響。消費者愈具「程序性價值」者，對購買意圖之「次要行為」具有正向顯著影響。
5. 消費者愈具「品牌知名度」者，對購買意圖之「再購意願」具有正向顯著影響。消費者愈具「品牌知名度」者，對購買意圖之「次要行為」具有正向顯著影響。
6. 消費者愈具「品牌形象」者，對購買意圖之「再購意願」具有正向顯著影響。消費者愈具「品牌形象」者，對購買意圖之「次要行為」具有正向顯著影響。

Abstract

Nowadays Internet sate of pear is not be common, under such environment, this research tries to understand how the consumer does purchase pear regarding the network''s the view.As well as the discussion on the consumer in purchase of the pear gift box in the current network environment, regarding brand knowledge, customer value ant purchase intention is related .This is for this research the key point.


This research always lives in view of the Taichung area consumer the population for to survey the parent substance, collection effective sample number 480.It is measured the object is the consumer of Taichung area.In view of this research construction brand knowledge, the customer value and research the purchase intention relations, this research conducts the research by the domestic and foreign correlation literature and the questionnaire survey.

The outcome indicates that:

1. The consumer has"the brand well-knownness","the usable value” has the forward influence to customer value it. The consumer has"the brand well-knownness","the procedural benefit” has the forward influence to customer value it.

2. The consumer has"the brand image","the usable value" has the forward influence to customer value it. The consumer has “the brand image","the procedural benefit" has the forward influence to customer value it.

3. The consumer has"the usable value","the service quality"has the forward influence to purchase intention it. The consumer has"the usable value","the consumer secondary behavior” has the forward influence to customer value it.

4. The consumer has"the procedural benefit","the service quality"has the forward influence to purchase intention it. The consumer has"the procedural benefit","the consumer secondary behavior"hasthe forward shade sound to purchase intention it.

5. The consumer has"the brand well-knownness","the service quality"has the forward influence to purchase intention it. The consumer has"the brand well-knownness","the consumer secondary behavior"hasthe forward shade sound to purchase intention it.

6. The consumers with more "brand image" and purchase intent of "quality of service" is to have a significant effect. The consumers with more "brand image" and purchase intent of"secondary consumers" is to have a significant effect.

目 錄
中文摘要………………………………………………………………I
英文摘要……………………………………………………………III
致謝…………………………………………………………………V
目錄…………………………………………………………………VII
表目錄………………………………………………………………X
圖目錄………………………………………………………………XI

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
第三節研究範圍與限制 3
第四節研究流程 3
第二章文獻探討 5
第一節台灣水梨簡介 5
第二節台灣水梨產銷情形 8
第三節品牌知識(Brand Knowledge) 23
第四節顧客價值(Cutomer Value) 27
第五節購買意圖(Purchase Intention) 32
第六節品牌知識、顧客價值與購買意圖之關係及假說 36
第三章研究方法 39
第一節研究架構 36
第二節 研究假說 40
第三節 構面操作型定義與衡量 42
第四節問卷設計 50
第五節 問卷發放 55
第六節研究分析方法 57
第四章研究結果 65
第一節樣本結構分析 59
第二節信度、效度分析 63
第三節因素分析 75
第四節路徑分析 82
第五節回歸分析 85
第六節相關分析 91
第五章結論與管理意涵97
第一節研究結論 97
第二節管理意涵 99
第三節研究建議 101
中文參考文獻 104
英文參考文獻 106
附件論文問卷 111
表目錄
表2-2-1高接梨銷售方式統計 11
表2-2-2溫帶梨銷售方式比率統計 13
表2-2-3台中市各梨產銷班的水梨銷售方式. 20
表3-3-1品牌知識操作性定義與衡量 43
表3-3-2顧客價值操作性定義與衡量 45
表3-3-3購買意圖操作性定義與衡量 47
表3-3-4人口變項統計圖 48
表3-4-1品牌知識問卷構面 50
表3-4-2顧客價值問卷構面 52
表3-4-3購買意圖問卷構面 54
表4-1-1人口統計變項資料表 65
表4-2-1消費者在現今網路中購買水梨禮盒之信度表 71
表4-2-2消費者在現今網路中購買水梨禮盒之效度表 72
表4-3-1品牌知識因素分析表 76
表4-3-2顧客價值因素分析表 77
表4-3-3購買意圖因素分析表 78
表4-4-1品牌知識對顧客價值之路徑分析 83
表4-4-2品牌知識與顧客價值對購買意圖之路徑分析84
表4-5-1迴歸統計表 90
表4-6-1品牌知識、顧客價值與買意圖相關分析 91
表4-6-2 品牌知是構面與顧客價值構面之相關表 92
表4-6-3 顧客價值與購買意圖之相關分析 93
表4-6-4品牌知識與購買意圖相關分析 95
圖目錄
圖1-4-1研究流程圖 4
圖3-1-1本研究架構 39
圖4-4-1路徑模式 82

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