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中文論文名稱 消費者生活型態與品牌權益知覺關係之探討—以法國巧克力品牌VALRHONA為例
英文論文名稱 The Relationship of Life Style & Brand Equity Perception – A Case Study of VALRHONA
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士在職專班
系所名稱(英) Department of International Trade
學年度 98
學期 1
出版年 99
研究生中文姓名 謝宗翰
研究生英文姓名 Tsung-Han Hsieh
電子信箱 hsieh0524@hotmail.com
學號 796550183
學位類別 碩士
語文別 中文
口試日期 2010-01-11
論文頁數 76頁
口試委員 指導教授-曾義明
指導教授-林美榕
委員-李文瑞
委員-何怡芳
委員-曾義明
中文關鍵字 生活型態  品牌權益  品牌知名度  品牌忠誠度  知覺品質  巧克力 
英文關鍵字 Lifestyle  Brand Equity  Brand Awareness  Brand Loyalty  Perceived Quality  Chocolate 
學科別分類 學科別社會科學商學
中文摘要 近年來,人們對於生活品質與享受美食需求越來越多,來自世界各地的巧克力品牌陸續進駐。現今巧克力強調口感濃純、入口滑順、做工如同珠寶般的精緻,讓巧克力的競爭從口味、可可含量、包裝及品牌成為各家品牌訴求的重點。此外,巧克力中含有與茶、紅葡萄酒同一類的抗氧化劑,也因此帶動高級的黑巧克力具有健康養生的訴求。在台灣對於購買高級巧克力,每單顆12公克的巧克力從40元到上百元不等的奢華食品,仍受人青睞。本研究以法國品牌VALRHONA之顧客為例,旨在於研究其消費者的生活型態及對於品牌權益知覺之關係。

本研究問卷發放方式採取便利抽樣法,在VALRHONA在台灣地區共計六個銷售據點裡,為期一週供購買的顧客填答,共計發放240份問卷,整體有效問卷回收率94.16%,並以SPSS統計軟體進行分析。

根據資料分析結果顯示,本研究歸納如下:
一、具社交品味的消費者,對於VALRHONA整體品質感到滿意,反映在知覺品質與品牌
忠誠度為顯著關係。
二、注重健康養生的消費者,了解高品質的純巧克力對於人體健康的好處,對VALRHONA
整體品質感到滿意,反映在知覺品質與品牌忠誠度為顯著關係。
三、依大眾喜好作為購買參考的消費者,本身對於巧克力的品質好壞並無法做主觀的判斷,
表現在對巧克力的品質滿意與品牌忠誠度僅趨近顯著關係。
四、對於重視巧克力所呈現的高級與精緻感的社交品味族群,對於該品牌是否具知名度無
顯著關係。
五、對於VALRHONA品牌在市場上主要訴求高品質精緻的純巧克力,因此對於注重養生
的消費者對於品牌知名度呈現顯著關係。
六、依大眾喜好作為購買參考的消費者,藉由報章雜誌或經其他人介紹而得知品牌與產品
資訊,VALRHONA對於這族群的品牌知名度呈現趨近顯著關係。

根據上述六點結論,本研究建議企業維持現有產品風味與品質外,在產品包裝設計以訴求高級精緻及提供多樣應景包裝,並以低糖、高可可含量的巧克力,供喜愛甜食又怕胖的人食用,亦滿足品味人士及講求健康養生族群的需求。此外,藉由酬賓活動的設計獎勵顧客升級為VIP客戶提升顧客忠誠度,並針對主要客群作產品訴求廣告及口碑行銷提升品牌知名度轉為實際購買增加業績銷售。
英文摘要 In recent years, more and more people aspire find food & high living standard, the chocolate brands come from worldwide successively. Nowadays, the chocolate with rich flavor、smooth taste and exquisite hand made as jewel are emphasized by chocolate makers, It leads the chocolate competition to nice taste、high cocoa contain and attractive packaging. In addition, the chocolate has been verified contained homologous anti-oxidants as tea & red wine, that promoted another talking point of health to the high-end chocolate. In Taiwan, people buying the high-end chocolate are not only a simply consumption, It is also expressed personal taste & manner of life. The chocolate is regarded as luxury food. Even the cost is pricy. However, a piece of 12 gram, it may cost you from 40 Ntd. to hundred Ntd. upward, It doesn’t snuff out the people’s passion to chocolate. Therefore, this research is aiming at Valrhona customers. To investigate the consumer’s life style and manner for Valrhona brand which is reflected on purchasing behavior.

This research was conducted by handy questionnaire survey at 6 outlets in Valrhona shops nationwide. Each outlet allocated 40 copies of questionnaire; 5 copies limited per day and one week period. Total 240 copies of questionnaire been dispatched. The 94.16% of questionnaire were valid after retracing and the data was analyzed by SPSS.

Upon to the research, In brief the final result shows that:
1. The people whose social & tasteful orientation, they were satisfied in entire of quality for Valrhona. reflected on higher perceived quality and brand loyalty.
2. The people whose health orientation, learning about the benefit for taking fine chocolate, people satisfied in entire of quality for Valrhona. Therefore, reflected on higher perceived quality and brand loyalty.
3. The people whose democratic orientation, due to the people lack of subjective judgment for chocolate quality , reflected on perceived quality and brand loyalty with less relevance.
4. The people whose social & tasteful orientation, the quality of chocolate is mainly concern, reflected on brand awareness was unconcerned.
5. Due to the Valrhona chocolate dedicated on high-end & exquisite quality, it acquired the high brand awareness to the people whose health orientation.
6. The people whose democratic orientation, acquired the product information mainly from print media and oral recommended, reflected on brand awareness nearly positive relevance.

In conclusions above, hereby suggest to Valrhona, remain the high premium quality and taste, Moreover, trying to providing varieties of occasional packaging with low sugar & high cocoa content to fulfill the people who loves sweet but weight concern. And satisfy the people who care about the health & personal taste demand. Furthermore, incentive program designed is necessary to encourage the customer being VIP, the purpose is to enhance customer loyalty. Designing attractive sales talk to the advertisement & verbal communication to target customers, It will be helpful to convert the brand awareness into practical purchase.
論文目次 目錄
目錄i
表目錄iii
圖目錄iv
第一章 緒論1
1-1 研究動機1
1-2 研究目的3
1-3 研究流程4
第二章 文獻探討6
2-1 生活型態6
2-2 品牌權益13
2-3 巧克力與台灣市場介紹22
第三章 研究方法26
3-1 研究架構26
3-2 研究假說27
3-3 變數之操作性定義與衡量28
3-4 問卷設計32
3-5 抽樣方法34
3-6 分析方法35
第四章 資料分析36
4-1 樣本資料之敘述性分析36
4-2 VALRHONA顧客之購買行為分析39
4-3 VALRHONA消費者之因素與信度分析43
4-4 生活型態各因素與品牌權益知覺之迴歸分析46
4-5 人口統計變數之變異數分析48
4-6 研究假說分析結果彙整52
第五章 結論與建議53
5-1 研究結果53
5-2 實務界行銷建議57
5-3 研究限制59
5-4 未來學術研究建議60
參考文獻61
附錄ㄧ VALRHONA巧克力背景介紹65
附錄二 研究問卷69
附錄三 問卷統計資料表73

表目錄
表2.1生活型態構面8
表2.2台灣消費者生活型態類型與特徵9
表2.3 Keller品牌權益之衡量表18
表2.4 Aaker品牌權益的衡量指標20
表2.5台灣地區主要國際巧克力專櫃品牌與來源彙整表25
表3.1 問卷回收狀況34
表4.1 問卷抽樣人口統計表38
表4.2 消費者購買VALRHONA巧克力動機之分佈39
表4.3 消費者獲得VALRHONA巧克力資訊來源之分佈40
表4.4消費者每月購買VALRHONA巧克力之頻率分佈41
表4.5消費者購滿VALRHONA巧克力之平均消費金額分佈41
表4.6消費者喜好VALRHONA巧克力產品之因素分佈42
表4.7巴氏球型檢定及KMO係數43
表4.8轉軸過後之生活型態因素與信度分析44
表4.9轉軸過後之品牌權益知覺因素與信度分析45
表4.10生活型態各構面與知覺品質與品牌忠誠之迴歸分析46
表4.11生活型態各構面與品牌知名度之迴歸分析47
表4.12人口統計變數對知覺品質與品牌忠誠之變異數分析48
表4.13顧客類型之雪費檢定50
表4.14人口統計變數對品牌知名度之變異數分析50
表4.15研究假說結果總覽52

圖目錄
圖1.1 研究流程5
圖2.1 Lazer生活型態階層概念6
圖2.2 品牌權益關係圖17
圖2.3 全球種植可可樹產區22
圖3.1 研究架構26




參考文獻 一、中文部份
1.白滌清、張馨月(2007),「台灣地區消費者生活型態與餐飲行為之研究」,引導商業趨勢與思惟—掌握消費、發現生活、推動品牌研討會,經濟部商業司,議題1-1-1 ~ 47。
2.杜瑞澤(2004),「生活型態設計:文化、生活、消費與產品設計」,亞太圖書出版社,初版。
3.李翊嘉(2007),「巧克力專飲店在台灣的發展趨勢」,國立台灣大學國際企業研究所碩士論文。
4.李至和(2008/12/19),「頂極品角力戰 濃的化不開」,經濟日報,E01版。
5.樓永堅、蔡東峻、潘志偉、別蓮蒂(2003),「消費者行為」,國立空中大學。
6.林淑貞(2001),「生活型態與購買涉入對品牌權益的影響研究–以電子字典為例」,國立政治大學廣告系碩士論文。
7.梁文薔 (2005),「巧克力是健康食品嗎?一場甜蜜的風波」,健康世界,第359期,55 – 60頁。
8.莫特﹒羅丹布朗(2007),「巧克力時尚之旅」,天下雜誌出版社。
9.楊世瑩(2008),「SPSS統計分析實務」,旗標出版社,第二版。
10.黃志杰(2007),「影響消費者對健康食品購買行為之研究」,國立東華大學企業管理學系碩士論文。
11.彭瑩瑩(2005),「我愛巧克力」,滾石文化出版社。
12.劉大絹(2006/11/02),「怎麼挑高純度巧克力糖 油少可抗氧化」,民生報,A06版。
13.謝忠道(2000),「巧克力千年傳奇:從春藥到高級美食」,大地地理出版事業股份有限公司。

二、英文部份
1.Aaker, D. A. (1991), Managing Brand Equity, New York: The Free Press.
2.Aaker, D. A. (1996),“ Measuring Brand Equity Across Product and Markets,” California Management Review, Vol. 38, No. 3, pp. 102-121.
3.Aaker, D. A. (1991),“ Capitalizing on The Value a Brand Name,” Managing Brand Equity, New York: The Free Press.
4.Assel, H. (1987), Consumer Behavior and Marketing Action, Boston: Kent Publishing Co.
5.Blackston (1992),“ Observations: Building Brand Equity by Managing the Brand’s Relationshop,” Journal of Advertising Research, pp.78-83.
6.Brasco (1988),“ Hoe Brand Name are Valued forAcquisitions,” In:L.Leuthesser,ed., Report#88-104, Cambridge, MA: Marketing Science Institute.
7.Coady, C. (1995), The Chocolate Companion, Quintet Publishing Ltd.
8.Dick,A.S.& K. Basu (1994),“ Customer Loyal:Toward an Integrated Conceptual Framework,” Journal of Academy of Marketing Science, Vol. 54, pp. 42-53.
9.Doyle (1990),“ Building Successful Brands: The Strategic Options,” Journal of Consumer Marketing, p. 5-20.
10.Engle,James F., Kollat, David ,Blackwell & D.Roger (1973), Consumer Behavior 2nd ed., New York, Holt, Rinehart and Winston Inc.
11.Hawkins, D. I., R. J. Best & K.A.Coney (1986), Consumer Behavior:Implications of Marketing Stretegy,3rd ed., Business Publications,Plano, TX.
12.Hoyer, D. W. & P. B. Steven (1990),“ Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product,” Journal of Consumer Research﹐Vol. 17, No. 2, pp. 141-148.
13.Jones, O. & E. Sasser (1995),“ Why Satisfied Customers Defect,” Harvard Business Review , (Novernebr/December), p.88-99.
14.Kim (1990),“ A Perspective on Brands,” Journal of Consumer Marketing, pp. 20-30.
15.Keller, K. L. (1993),“ Conceptualizing, Measuring, and Managing Customer Based Brand Equity,” Journal of Marketing Research, Vol. 57, No. 1, pp.1-22.
16.Keller, K. L. (2001),“ Building Consumer Based Brand Equity,” Marketing Management, p.4-19.
17.Keller, K. L. (2003),“ Understanding Brands, Branding and Brand Equity,” Interactive Marketing, p.7-20.
18.Kotler, P. (2006), Managing Management, New York: Prentice-Hall, Inc.
19.Lazer, W. (1963),“ Life Style Concept and Marketing,” Proceedings of the American Marketing Association, p. 130-139.
20.Lasser, Walfried, Banwari Mittal & Arun Sharma (1995),“ Measuring Customer Base Brand Equity,” Journal of Consumer Marketing, Vol. 12, No. 4, pp.11-20.
21.Leyland, F. P.,O.Robert, H. Magnus,A. Russell & S.Steveoula (2007), “ What I Say About Myself,” Communication of Brand Personality, p. 835-844.
22.Mahajan, Ran & Srivastava (1991),“ An Approach top Assess the Importance of Brand Equity in Acquisition Decisions,” Report#93-124, Cambridge, MA: Marketing Science Institute.
23.Park & Srinivasan (1994),“A Survey-Base Method for Measuring and Understanding Brand Equity and Extendibility,” Journal of Marketing Research, pp. 27-88.
24.Plummer J. T. (1974),“ The Concept and Application of life Style Segmentation,” Journal of Marketing, Vol. 38, p. 33-37.
25.Reynolds, F.D.& W. R. Darden (1974), Constructing Life Style and Psychographices, Lifestyle and Psychographices,William D. Wells ed .,Chicago AMA.
26.Struse, R. W. (1977),“ Lifestyle Research Inappropriate for some Categories of Product,” Marketing New, Vol. 10, Issue 17.
27.Simon and Sullivan (1993),“ The Measurement and Determinants of Brand Equity: A Financial Approach,” Marketing Science,Winter.Chicago AMA, p. 37.
28.Shocker, A. D. & B.Weitz (1988),“ A Perspective on Brand Equity Principles and Issues,” in:L.Leuthesser,ed.,Report#88-104, Cambridge, MA: Marketing Science Institute.
29.Solomon, M. R. (1994), Consumer Behavior: Buying, Having and Being, New Jersey: Prentice Hall International Inc.
30.Tauber (1988),“ Brand Leverage: Strategy for Grwth in a Cost Control World,” Journal of Advertising Research, pp. 26-30.
31.Hustad,T. P. & A. P. Edgar (1974),“The Development and Application of Psychopraphic,”in William D.Wellsed .,Life Style and Psychopraphic.
32.Wind,Y. H. & P. E. Green (1978), Lifestyle and Psychographices,William D. Wells ed., Chicago, AMA.
33.Zeithaml & A.Valarie (1988),“ Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 52, pp. 2-22.

三、電子網頁
1. 法雅實業有限公司
http://www.fayaa.com.tw/v2/index2.htm?Home
2. Cacao et Chocolat
http://www.cacaoetchocolat.com/en/our-value,4.php
3. Godiva
http://www.godiva.com.hk/tc/about/faq.asp
http://www.godiva.com.hk/TC/store/collections.asp?id=111
4. Laderach
http://laderach.tw/info.php?news_id=10
http://www.chocflora.com.tw/laderach/tradition.htm
http://www.laederach.ch/en/unternehmen/geschichte/
5. Peninsula
http://www.peninsulaboutique.com.tw/main.php
6. Slitti
http://www.chocoland.com.tw/uwish/front/bin/ptdetail.phtml?Part=02-539&Catego
ry=104487
http://www.fratello.com.tw/slitti/story.htm
7. Valrhona
http://www.valrhona.com/
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