連鎖茶飲料店促銷活動與品牌形象對顧客忠誠度影響之研究-以台北市居民為例

Abstract

近年來， 飲料市場的競爭越來越白熱化，在競爭激烈的連鎖茶飲料市場中，品牌形象及促銷活動對於消費者在決策過程中扮演著非常重要的角色，本研究將探討品牌形象及促銷活動對於顧客忠誠度的影響。

本研究採用HBC Model整合哈佛修訂模式作為觀念性架構，以國內連鎖茶飲料店之消費者人口統計變數、品牌形象、促銷活動、資訊來源、消費動機、商店屬性及顧客忠誠度作為投入變數。本研究針對曾前往台灣連鎖茶飲料店消費過的台北市居民進行問卷調查，問卷總計發放並收回435份，實際有效問卷為399份，有效回收率為91.72%，接著利用統計軟體SPSS進行因素分析、獨立樣本t檢定、卡方檢定、單因子變異數分析、雪費事後比較法及迴歸分析等方法進行統計分析。

本研究之研究結果顯示: (1) 購買國內連鎖茶飲料之消費者在不同消費者人口變數下，對於消費動機、 商店屬性、品牌形象及促銷活動有顯著差異。 (2) 「促銷活動」，對「顧客忠誠度」有正向顯著影響。 (3) 「品牌形象」對「顧客忠誠度」有正向顯著影響。

In recent years, competition on the beverage market is growing more intensive. Under the intensive chain stores of beverage markets, brand image and promotion activities both play a crucial role in the process of purchasing goods. The research aims to explore the effects of the brand image and promotion activities on customer loyalty.

The framework of the research is based on HBC model and Harvard Revised Model. The independent variables are the domestic tea chain stores of the demographic variables, brand image, promotion, source of information, purchase motivation, and attributes of the tea chain stores. The samples in this study are Taipei residents who have bought the beverage from tea chain stores in Taipei.

The total number of the questionnaire is 435 and there are 399 valid questionnaires collected. The rate of the valid questionnaires is 91.72%. We use SPSS to conduct statistical analyses such as Person’s chi-squared test, Independent T-test Sampling, One-way ANOVA, Scheffe’ method and Regression Analysis to analyze our data.

The results of research are as below: 1. Under different kinds of demographic factors, the consumers of buying a domestic tea beverage chain stores are significantly different on motivations to purchase, attributes of the tea chain stores, brand images and promotion activities. 2. The brand image have significantly positive influences on Customer Loyalty. 3. The promotion activities have significantly positive influences on Customer Loyalty.