品牌形象、知覺品質、知覺價值、購買意願及消費行為關係之研究─以捷安特為例

Abstract

本研究旨在探討大臺北地區捷安特自行車產品消費者的品牌形象、知覺品質、知覺價值、購買意願及消費行為之間的關係。本研究以問卷調查法進行研究，以大臺北地區捷安特自行車產品消費者為主要對象，採立意抽樣調查方式，於2010年3月底至4月，於大臺北地區5條河濱自行車道內發放問卷，總計獲得450份問卷，有效問卷為407份進行分析。並採取敘述性統計分析、獨立樣本t檢定、單因子變異數分析、卡方檢定、皮爾森積差相關分析及多元迴歸分析等統計方式進行分析，研究結果發現如下：大臺北地區捷安特自行車消費者以男性、20～39歲之青壯年、大專以上學歷、未婚者及上班族居多；消費者對於捷安特產品的品牌形象、知覺品質、知覺價值及購買意願的認知情形皆為「普通」到「同意」之間，顯示尚有加強空間；曾購買過捷安特自行車產品的消費者，多數每週有固定騎乘習慣，多在自行車專賣店購買捷安特自行車產品，以運動健身為主要購買動機，最重要的資訊來源管道是網路，購買自行車產品時主要評估因素則是價格；不同人口統計變項對品牌形象、知覺品質、知覺價值、購買意願及消費行為皆有顯著影響；品牌形象、知覺品質、知覺價值及購買意願之間為正向影響關係；知覺價值對於購買意願的預測能力最大，而對已購買之消費者而言，滿意度也會影響其購買意願。基此，本研究建議相關業者可透過提升產品的品牌形象、知覺品質及知覺價值，來有效提升消費者的購買意願。The purpose of this study was to investigate the relations among brand image, perceived quality, perceived value, purchase intension and consumer behavior of Gaint consumers in Taipei area. The method adopted in this study was questionnaire survey, Gaint consumers in Taipei area were the main subjects, and using purposive sampling in five Taipei Riverside Riding at the end of March to April 2010. Distributing 450 questionnaires and 407 questionnaires were valid. According to the data collected from the questionnaire, descriptive statistics, t-test, one-way ANOVA, chi-square test, Pearson’s correlation coefficients and regression analysis were performed for data analysis. The results were derived as following: The main group of Gaint consumers in Taipei area were male, between 20~39, graduated from college, unmarried and occupation were employee. Brand image, perceived quality, perceived value and purchase intension were only slightly above average in this study. The consumers who ever purchased Giant bike mostly had weekly riding habit, buying Giant bike at the bike shops, the main purchase motivation was sports and fitness, the most important sources of information was the Internet, the key assessment of factors was price. The demographic statistics resulted significant difference with brand image, perceived quality, perceived value, purchase intension and consumer behavior. There were significant relations between brand image, perceived quality, perceived value and purchase intension. The perceived value was the best predictor for purchase intension, and the satisfaction was the good predictor for purchase intension to costumers who ever purchased. Based on the research results, industry managers are suggested to increase the brand image, perceived quality and perceived value to effectively increase the consumer's purchase intention.