| 摘要: | 藉由對HS 公司進行分析，了解個案如何在傳統的水產養殖業
建立創新的通路模式，進而影響消費者品牌知覺，藉由通路創新與
品牌知覺之加乘效果，增進水產養殖產品的消費意願，同時能為養
殖業者創造更大的利潤。而研究架構主要為研究創新通路對品牌
知覺、消費意願之關聯，並檢視品牌價值、品牌品質、品牌風險、
品牌定位與形象在創新通路與消費意願之中介效果。
本研究以HS 公司相關主管(經營主管、行銷主管、餐飲事業
主管)及水產品之消費族群(B2C 電商消費者、餐飲消費者、B2B 消
費者)為主要深入訪談對象，藉此深入了解經營主管的理念、佈局
安排、執行成效及消費者對本個案產品的體驗感受、以及如何影響
其消費意願。
結果顯示，在受訪者對於通路創新之觀點上，B2C 及B2B 消
費者的支持度皆為中等，其餘受訪者則皆高度支持。在消費意願
上，則是保健品之B2C 消費者、火鍋店之餐飲消費者及B2B 消費
者為中等支持度，其餘則為高度支持。在品牌知覺上則是所有受訪
者皆為高度支持，而在通路創新與消費者品牌知覺之加乘效果是
否會增 進水產養殖產品消費意願上所有受訪者亦皆為高度支持。
由上述結果可得到以下結論：
一、養殖漁業通路創新對消費者的品牌知覺具有正向影響。
二、養殖漁業通路創新對消費者的購買意願具有正向影響。
三、消費者的品牌知覺對其購買意願具有正向影響。
四、通路創新與消費者品牌知覺之加乘效果對於水產養殖產品消
費意願具有正面影響。
本文藉由深度訪談了解經營端與消費者之間體驗之差異，雖
然此產業尚屬於開發中產業，且相關參考文獻相對較少、體驗之消
費者尚屬小眾，但本研究期望能透過訪談了解消費者在水產品市
場上對品牌知覺及購買意願之現況，了解創新通路、品牌知覺、與
消費意願之關聯性，最後提供一個未來通路發展的方向。
In this case, we try to understand how to establish an
innovative channel model which affects consumers' brand
awareness in the traditional aquaculture industry, the synergy of
channel innovation and brand awareness increases the consumers'
purchase intention of aquaculture products and creates many
profits for the aquaculture industry. The conceptual framework is
to study the association of innovative channels on brand
perception and consumers' purchase intention. To review the
mediated effects of brand value, brand quality, brand risk, brand
positioning and image on innovative channels and consumers'
purchase intention.
The interviewees include the managers of the HS company
(general manager, marketing manager, and catering manager) and the
consumer groups of the aquatic products (B2C e-commerce consumers,
catering consumers, and B2B consumers). To understand the business
philosophy, strategy, effectiveness, implementation and the consumers'
experience of the product and how it affects their purchase intention of
the product.
The results were shown B2C and B2B consumers are
moderately supportive in channel innovation, while the rest of the
interviewees are highly supportive. In consumers' purchase
intention, B2C consumers of healthcare products, catering
consumers of hotpot restaurants and B2B consumers were
moderately supportive, while the rest were highly supportive. In
brand awareness, all interviewees were highly supportive, and all
interviewees were highly supportive on the synergy of channel
innovation and consumer brand awareness. From the above
results, we can reach the conclusions:
1. Channel innovation in aquaculture has a positive effect on
consumers' brand awareness.
2. Channel innovation in aquaculture has a positive effect on
consumers' purchase intention.
3. Consumers' brand awareness has a positive effect on
consumers' purchase intention.
4. The synergy of channel innovation and consumer brand
awareness has a positive effect on the consumers' purchase
intention of aquaculture products.
This study tries to understand the brand awareness and
consumers' purchase intention in the aquatic products by
interviewing the consumers and to understand the association of
innovative channels, brand awareness, and consumers' purchase
intention and to provide a direction for future channel
development. |
