品牌信任、認知價值與再購意願之研究－以王品集團為例

文化大學機構典藏 CCUR > 商學院 > 觀光事業學系暨研究所 > 博碩士論文 > Item 987654321/20167

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題名:	品牌信任、認知價值與再購意願之研究－以王品集團為例
作者:	董伊瑜
貢獻者:	觀光事業學系
關鍵詞:	品牌意象認知品質認知價格品牌信任認知價值再購意願
日期:	2010
上傳時間:	2011-11-02 15:16:07 (UTC+8)
摘要:	本研究主要目的為驗證品牌信任的重要性，及探討加入品牌信任後，消費者的品牌意象、認知品質、認知價格、認知價值與再購意願之間的因果關係。本研究採用網路問卷，針對曾在台灣最大連鎖餐飲集團－王品集團旗下五大餐廳消費過之消費者進行資料收集。本研究共回收416份有效問卷，回收率為93.06%，資料分析包含敘述性統計分析、信度分析、相關分析、驗證性因素分析以及結構方程模式。研究結果顯示，消費者對餐廳的品牌意象、認知品質以及認知價格皆正向影響品牌信任；品牌意象、認知價格以及品牌信任皆正向影響認知價值，但認知品質不顯著影響認知價值；品牌信任及認知價值皆正向影響再購意願。另外，消費者對餐廳的品牌意象及認知價格可直接或間接經由品牌信任之中介效果，進而提升消費者的再購意願。整體而言，連鎖餐廳應該更加重視消費者對品牌的信任以及整體價值的認知，並思考如何藉由提升餐廳意象、品質及認知價格，增加消費者對品牌的信任與價值的認知，進而提升再購意願。 The research objectives of this study were to validate the importance of brand trust, and to examine the causal relationships among consumer’s brand image, perceived quality, perceived price, perceived value and repurchase intention after brand trust was integrated. This study used online survey to collect the data and the Wang Group’s top five restaurant’s consumers are selected as research samples. In this study, total of 416 usable questionnaires were collected, the response rate was 93.06%. Data analyses included descriptive analysis, reliability analysis, correlation analysis, confirmatory factor analysis and structural equation modeling. The results showed that consumer’s brand image, perceived quality and per-ceived price positively affected brand trust; brand image, perceived price and brand trust positively influenced perceived value, but perceived quality did not affect per-ceived value significantly; brand trust and perceived value had positive influences on consumer’s repurchase intention. In addition, restaurant’s brand image and consumer’s perceived price directly or indirectly contributed to repurchase intention through the mediator of brand trust. Overall, chain restaurants should pay more attention on consumer’s brand trust and perceived value, think about how to increase consumer’s trust on brand by enhancing restaurant’s image, quality and perceived prices, thereby enhance their repurchase intention.
顯示於類別:	[觀光事業學系暨研究所 ] 博碩士論文

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