查詢結果分析
來源資料
頁籤選單縮合
題 名 | 餐飲業對醬油選購涉入程度、品牌形象與品牌忠誠度之研究=A Study on the Purchase Involvement、Brand Image and Brand Loyalty of Soy Sauce in Foodservice Industry |
---|---|
作 者 | 王瑤芬; 楊昭景; | 書刊名 | 農林學報 |
卷 期 | 55:2 民95.06 |
頁 次 | 頁147-164 |
分類號 | 496.34、496.34 |
關鍵詞 | 醬油; 餐飲業; 品牌忠誠度; 購買涉入程度; Soy sauce; Foodservice industry; Brand loyalty; Brand image; Purchase involvement; |
語 文 | 中文(Chinese) |
中文摘要 | 過去的醬油研究多以家庭主婦或一般消費者為對象,但近年來,一般家庭消費醬油的量遂逐年減少,餐飲業市場反到成為更大更廣的醬油消費群。因此,本研究之餐飲業為對象,主要目的有:(一)瞭解餐飲業者對醬油產品的選購考慮因素、購買涉入程度、品牌形象與品牌忠誠度。(二)分析不同餐飲組織型態其醬油選購考慮因素、購買涉入程度、品牌形象與品牌忠誠度的差異情形。(三)分析不同餐飲組織型態醬油品牌忠誠度之主要影響因素。根據研究結果,期能對餐飲業採購決策及醬油業者行銷上有所助益。 本研究採問卷調查法,研究母群為國際觀光飯店、一般觀光飯店的各餐廳主廚或副主廚,及餐盒業的經業者。國際觀光飯店有效樣本份數為76,一般觀光飯店有效樣本份數為29,餐盒業有效樣本份數為35,總計有效樣本140份。根據蒐集之資料進行分析,重要研究結果如下: 1.整體研究樣本對醬油的採購涉入程度屬於中偏高的入程度,與一般消費者不同。 2.整體樣本對其用量最多的醬油品牌具有良好的品牌形象及品牌忠誠度。 3.不同型態的餐飲業樣本,其在醬油的購買涉入程度、品牌形象、品牌忠誠度及選購考慮因素上均沒有差異存在,依次以主要感官、品質安全及品牌為重要的考慮因素。 4.不同型態的餐飲業樣本,影響其醬油品牌忠誠度的最主要因素不同。對一般觀光飯店而言,醬油品牌忠誠度的最主要影響因素是「考慮因素」,對國際觀光飯店及餐盒業而言,醬油品牌忠誠度的最主要影響因素是「品牌形象」。 根據研究結果,對醬油業者的生產及行銷策略,以及後續研究提出若干建議。 |
英文摘要 | The consumption study of soy sauce usually regarded housewives and individual consumer in the past. However, in recent years, that kind of consumers whose soy sauce consumption have reduced year by year, then, foodservice industry consume groups that market become heavy soy sauce were: (1) to understand the situations in purchase considerations, purchase involvement, brand image and brand loyalty of soy sauce in foodservice industry. (2) to analyze the difference in purchase considerations, purchase involvement, brand image and brand loyalty of soy sauce among different type foodservice organizations. (3) to explore the most important influencing factor in brand loyalty of soy sauce among different type foodservice organizations. The design of this study was quantitative research method, questionnaire was used to collect data from 140 samples in different type foodservice organizations, including 76 chefs in international tourist hotels, 29 chefs in general tourist hotels, 35 administrators in quantity food production companies. According to data analysis, the major findings as follows: 1. All the samples showed high involvement in soy sauce purchase decision process. 2. All the samples possessed good brand image and brand image and brand loyalty to the soy sauce brand which they greatest consumed. 3. There were no differences in purchase considerations among different type foodservice organization. The essential sensory; product quality and safety, and brand name were the more important purchase considerations. 4. Different type foodservice organizations had different most important influencing factor in brand loyalty of soy sauce. For the general tourist hotels, it was “purchase considerations”. For international tourist hotels and quantity food production companies, the “brand image” was the most important influencing factor in brand loyalty of soy sauce. According to results, some recommendations about production and marketing strategies for soy sauce production industry, and for further research were proposed. |
本系統中英文摘要資訊取自各篇刊載內容。