品牌形象、認知價值與購買決策關係之研究－以鮮乳品牌為例

The Relationships Among Brand Image, Perceived value, and Purchasing decisions: A Case Study of Milk Brands

劉耀中(Yao-Chung Liu)

鮮乳 ； 品牌形象 ； 認知價值及購買決策 ； Milk ； Brand Image ； Perceived Value ； Purchasing Decisions

農業經營管理年刊

19期（2013 / 12 / 01）

1 - 31

繁體中文

本研究係以乳品產業為例，研究鮮乳品牌形象、認知價值與購買決策的關係。研究方法採問卷調查方式進行，像以台北市、台中市及高雄市消費者為母體，透過人員訪問法來發放問卷。根據結構方程模式之實證結果顯示品牌形象除了會直接對購買決策有所影響外，也會透過認知價值而間接對購買決策產生影響，也因此強調品牌形象比認知價值產生更大的效果，使消費者在購買鮮乳時會品牌形象為主要依據，進而產生購買決策。

The study takes the dairy industry as an example to investigate the relationships among brand image, perceived value and purchasing decisions. We employed the questionnaire survey with Interviews in Taipei, Taichung and Kaohsiung. According to Structural Equation Modeling result, the brand image will influence the purchasing decisions directly, also by way of the perceived value. When we emphasize on the brand image, the impact on the purchasing decisions will be more significant than we emphasize on the perceived value. Thus, the brand image will help the customers consider this brand to purchase, and produce the willingness of purchasing.

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