品牌形象、顧客知覺價值對來台陸客 再購意願之研究－ 以鼎泰豐為例

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/30054

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题名:	品牌形象、顧客知覺價值對來台陸客再購意願之研究－以鼎泰豐為例 The Influences of Brand Image, Consumer Perceived Value on Purchase Intention for Mainland China Tourists－In the Case of DIN TAI FUNG
作者:	石國鈺 Shih, Kuo-Yu
贡献者:	企業實務管理數位學習碩士在職專班
关键词:	品牌形象顧客知覺價值再購意願 Brand image Consumer perceived value Purchase intention
日期:	2015-07
上传时间:	2015-08-03 15:37:25 (UTC+8)
摘要:	台灣因擁有天然美景與美食文化，促使觀光產業日益發達。目前來台觀光旅客以陸客為主力族群，然因現階段來台大陸觀光客多為首次來台，與其相關消費行為資料或研究並不多，因此探討品牌形象與顧客知覺價值對來台觀光陸客再購意願影響，對後續商家進行品牌塑造，甚至觀光當局營造更好觀光旅遊環境，以吸引更多陸客來台，是相當值得探討議題。本研究目的，即以來台陸客為研究對象，利用知名餐廳─ 鼎泰豐之銷售，探討品牌形象與顧客知覺價值對其再購意願之影響。本研究運用結構式問卷，施測於519位來台並至鼎泰豐用餐陸客，研究結果顯示如下：一、陸客對鼎泰豐品牌形象印象尚可，以「品牌功能性」感覺較佳。二、陸客在鼎泰豐消費後，對知覺價值感受尚可，以「情緒價值」感覺最好。三、陸客對鼎泰豐之再購意願尚可。四、品牌形象、知覺價值與再購意願三者具有顯著相關性。五、品牌形象可預測再購意願，且知覺價值具有中介效果。由此可知，來台陸客對於品牌形象與顧客知覺價值相當滿意，此可進一步提升其再購意願。此外，品牌形象與顧客知覺價可有效預測顧客之再構意願。 There are natural landscape and delicious food in Taiwan that promote growing popularity. In the present, tourists from China is the main ethnic group for Taiwan tourism. However, most of the Chinese tourists come to Taiwan for the first time that is rare to find the study relates with their consumer behaviors. To understand the relationship of brand image, consumer perceived value on purchase intention for Mainland China Tourists is important for the store branding development that can even support some data to the strategy of tourism. The purpose of the study is that to investigate the influences between brand image, consumer perceived value on purchase intention for Mainland China Tourists that ate in DIN TAI FUNG restaurant. 519 data were collected by used the structured questionnaire. Results shows: 1. Mainland China Tourists have good brand image. 2. Mainland China Tourists feel nice of consumer perceived value. 3. The purchase intention is acceptable of Mainland China Tourists that went to DIN TAI FUNG restaurant. 4. There are significant correlation of brand image, consumer perceived value and purchase intention. 5. Brand image predictable re-purchase intention, and perceived value has intermediary effect. Accordingly, Mainland China Tourists first time go to Taiwan that is quite satisfactory for brand image and customer perceived value that might raise the purchase intention. In addition, brand image and customer perception of price can predict the customer's willingness for re- purchase effectively.
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