品牌形象、產品創新、從眾行為、健康意識對保健茶飲購買意願影響：以知覺價值為中介

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姓名

鄭閔中(Min-Chung Chentg) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

品牌形象、產品創新、從眾行為、健康意識對保健茶飲購買意願影響：以知覺價值為中介
(Brand Image, Product Innovation, Conformity, and Health Consciousness on Functional Tea Purchase Intention: Mediated by Perceive Value)

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摘要(中)

近年來國人健康意識提高，對保健茶飲的消費也逐漸增加。本研究主要目的為探討品牌形象、產品創新、從眾行為以及健康意識對於保健茶飲購買意願的影響，以及知覺價值對於這些自變項與購買意願之間的中介關係。本研究共發放260份問卷，其中有效問卷為236份，回收率為91%。本研究利用SPSS統計軟體跟Process統計軟體做統計分析及驗證研究假設，發現：保健茶飲的品牌形象、產品創新、從眾行為、以及健康意識都會正向影響消費者的購買意願跟知覺價值。知覺價值對於品牌形象、產品創新跟健康意識與購買意願之間存在部分中介效果；從眾行為與購買意願之間存在完全中介效果。研究結果建議企業應加強品牌形象的經營、持續作保健茶飲的創新、透過新奇的行銷手法使從眾行為產生並加強消費者的健康意識，以提高消費者的購買意願。

摘要(英)

With the increase of health consciousness, consumption of functional tea has increased tremendously. The main purpose of this study is to explore the relationships among brand image, product innovation, conformity, and health consciousness on purchase intention, as well as whether perceive value may serve as a mediator. A total of 260 questionnaires were collected, and 236 valid questionnaires were analyzed. Using SPSS and Process macro to test the hypothesis, the study found brand image, product innovation, conformity, and health consciousness were all significantly related to both purchase intention and perceive value. Perceive value partially mediated the relationship between brand image, product innovation, and health consciousness on purchase intention, and fully mediated the relationship between conformity and purchase intention. Finally, the study suggests that a consumer’s purchase intention for functional tea may increase through enhanced brand image, dedicated product innovation, creative marketing strategy to generate conformity, and increased health consciousness.

關鍵字(中)

★ 品牌形象
★ 產品創新
★ 從眾行為
★ 健康意識
★ 知覺價值
★ 購買意願

關鍵字(英)

★ product image
★ product innovation
★ conformity
★ health consciousness
★ perceived value
★ purchase intention

論文目次

摘要 i
Abstract ii
目錄 iii
圖目錄 iv
表目錄 v
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 研究流程 3
第二章文獻探討 4
2-1 保健茶飲 4
2-2 購買意願 4
2-3 品牌形象 5
2-4 產品創新 7
2-5 從眾行為 9
2-6 健康意識 12
2-7 知覺價值 14
第三章研究方法 19
3-1 研究架構與假說 19
3-2 研究樣本 20
3-3 研究工具 20
3-4 研究步驟 22
第四章研究結果 24
4-1 樣本描述性統計 24
4-2 信度分析 24
4-3 量表描述性統計 25
4-4 變項間之相關分析 27
4-5 迴歸分析 28
4-6 階層迴歸分析 31
4-7 Process分析 34
第五章結論與建議 36
5-1 研究討論 36
5-2 研究結論 40
5-3 管理意涵 41
5-4 研究限制與未來建議 42
參考文獻 44
附錄 50

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指導教授

杜秉叡、陳春希(Bing-Rui Du Chun-Si Chen)

審核日期

2016-8-29

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