南華大學機構典藏系統:Item 987654321/28680
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    题名: 品牌形象、產品知識與知覺價值對購買意願之影響－以路易莎咖啡為例
    其它题名: The Influence of Brand Image, Product Knowledge and Perceived Value on The Willingness to Buy--An Example of Louisa Coffee
    作者: 黃信源
    HUANG, SHEN-YUAN
    貢獻者: 企業管理學系管理科學碩博士班
    郭東昇
    KUO, TUNG-SHENG
    关键词: 路易莎咖啡;品牌形象;產品知識;知覺價值;購買意願
    Louisa Coffee;Brand Image;Product Knowledge;Perceived Value;Willingness to Buy
    日期: 2020
    上传时间: 2022-08-11 10:02:21 (UTC+8)
    摘要: 　　隨著國內連鎖咖啡業者店數日益成長，要如何在同業之間脫穎而出，主要除商品與價格等因素外，並須考量以一杯有品質的咖啡，使顧客感受到舒適空間、特色門市，而這將影響消費者更有意願購買的重要因素。換言之，消費者對咖啡店的品牌形象、對咖啡產品知識、對飲用咖啡時的知覺價值，與消費者其購買意願均有關聯性。本研究的研究對象為路易莎咖啡的消費者，採取便利抽樣方式發放問卷，問卷計發放386份，回收386份，皆為有效問卷，回收率為100% ；並以SPSS 22統計軟體進行分析，以論證本研究各構面之論點。研究結果顯示：路易莎咖啡的品牌形象對於購買意願有顯著正向之影響、路易莎咖啡的產品知識對在購買意願有顯著正向影響、路易莎咖啡的知覺價值對其購買意願有顯著正向之影響。
    　　With the growing number of domestic coffee chain stores, how to stand out between the industry, mainly in addition to goods and prices and other factors, and must consider a cup of quality coffee, so that customers feel comfortable space, characteristics of the market, which will affect consumers more willing to buy an important factor. In other words, consumers' brand image of coffee shops, knowledge of coffee products, and perception of the value of coffee consumption are all related to consumers' willingness to buy. The research object of this study is the consumer of Louisa coffee, to take a convenient sampling method to distribute questionnaires, questionnaires issued 386 copies, 386 copies of recycling, all valid questionnaires, recovery rate of 100%, and SPSS 22 statistical software analysis to demonstrate the various aspects of the study argument. The results show that the brand image of Louisa Coffee has a significant positive impact on the willingness to buy, louisa Coffee's product knowledge has a significant positive impact on the willingness to buy, and the perception value of Louisa Coffee has a significant positive impact on its willingness to buy.
    显示于类别:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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