烘焙產品之商店印象與知覺價值之研究

A Study on Store Image and Perceived Value in Bakery

史瑞暘(Jui-Yang Shih)；許勝程(Sheng-Cheng Hsu)；王月鶯(Yueh-Ying Wang)

商店氣氛 ； 功能價值 ； 購買行為 ； Store Atmosphere ； Function Value ； Purchase Behavior

休閒保健期刊

14期（2015 / 12 / 31）

38 - 53

繁體中文

本研究旨在探討烘焙產品之商店印象與知覺價值之現況與關係，採用問卷調查法共計發放500份問卷，獲得有效問卷480份，其研究結果如下：一、商店印象與知覺價值平均得分高，分別為「商店印象」得分為3.92、「知覺價值」得分為3.90。二、消費者背景變項中性別、年齡、學歷、婚姻、職業及月收入等均在商店印象與知覺價值上達顯著之差異。三、商店印象與知覺價值各層面皆達顯著之正相關。本研究針對其研究結果提出相關之建議，作為相關單位之參考依據。

The purpose of this study is to exploring the current and relationship in store image and perceived value in bakery. This study adopted questionnaire survey and distributed 500 questionnaires with 480 valid ones collected. The study results are listed below: 1. The average score of the store image and perceived value are high. store image is 3.92 and perceived value is 3.90. 2. In the variables of the customer in the gender, age, education background, marriage, occupation and monthly income have significant difference with store image and perceived value. 3. The customer of i store image and perceived value are all significant correlation. The study also provides suggestions based on the study results for the related organizations.

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