巧克力之知覺價值與顧客滿意度對未來再購買意願的影響──以明治巧克力消費者為例

The effect of perceived value of chocolate and customer satisfaction on future repurchase intentions: A case study of meiji chocolate consumers

本研究透過問卷調查，欲釐清消費者對巧克力的知覺價值、顧客滿意度以及對未來再購買意願之影響。並以在台灣頗受歡迎的明治巧克力消費者作為研究對象。主要調查對象為有食用過且購買過明治巧克力的人，問卷回收時間為2021 年5 月15 日至2021 年5 月27 日，在此期間總共回收469 份。資料回收以套裝軟體SPSS 26 for Windows 進行統計分析與檢定。主要分析方法為項目分析、因素分析、信度分析、描述性統計、Pearson 積差相關、迴歸分析等。研究結果得知，消費者對於明治巧克力的知覺價值以「感官構面」最為顯著。知覺價值的三個構面「感官構面」、「消費成本構面」、及「社會構面」與「顧客滿意度」之間均呈現顯著正相關。同時知覺價值中的「感官構面」、「社會構面」以及「顧客滿意度」會影響「未來再購買意願」。

Through a questionnaire survey, this study aimed to clarify consumers' perceived value of chocolate, customer satisfaction, and the impact on future repurchase intentions. And take the Meiji chocolate consumers who are popular in Taiwan as the research object. The main subjects of the survey are those who have eaten and purchased Meiji chocolates. The questionnaires were collected from May 15, 2021 to May 27, 2021, and a total of 469 copies were collected during this period. Statistical analysis and verification were performed with the software package SPSS 26 for Windows for data recovery. The main analysis methods are item analysis, factor analysis, reliability analysis, descriptive statistics, Pearson productdifference correlation, regression analysis, etc. The results of the study showed that consumers' perceived value of Meiji chocolate was most significant in the 'sensory dimension'. The three dimensions of perceived value, 'sensory dimension', 'consumption cost dimension', and 'social dimension', all show significant positive correlations with 'customer satisfaction'. At the same time, the 'sensory dimension', 'social dimension' and 'customer satisfaction' of perceived value will affect 'future repurchase intention'.