寵物健康食品品牌之消費者正向口碑與再購意願影響因素實證研究

Abstract

本研究旨在探討寵物健康食品的顧客滿意度作為廠商無形資產的品牌聲譽與包含產品有益健康程度、定價與包裝等行銷要素對消費者品牌忠誠度影響的中介角色的機制。本研究以我國飼養犬貓等大型寵物的飼主為研究對象，以實證我們基於文獻回顧所建構的研究架構。樣本資料收集採SURVERY CAKE網路問卷調查方式，透過LINE及FACEBOOK等社群媒體進行問卷填答邀請，共收到299份填答問卷，有效問卷為250份。信度與效度檢測結果顯示各研究變數的衡量均具有可接受信度，以及理想的收斂效度舆區別效度。PLS-SEM分析結果顯示，除了「品牌聲譽對滿意度有正向影響」的研究假說未獲樣本證據支持外，其餘假說均獲得支持。價格公平性、產品有益健康程度、及產品包裝設計對消費者滿意有正向顯著影響，而消費者滿意也分別對正向口碑意願與再購買意願有顯著正向影響。透過滿意度的中介作用，價格公平性、產品有益健康程度及包裝設計對包含正向口碑意願與再購買意願的顧客忠誠行為有顯著的間接影響效果。

This study explores how customer satisfaction with pet health products mediates the relationship between brand reputation, product health benefits, pricing, and packaging, and consumer brand loyalty. This research focuses on pet owners in Taiwan who have large pets, such as dogs and cats, and empirically tests a research framework developed from a literature review. Sample data were collected through an online survey via Survey Cake, with questionnaire invitations distributed through social media platforms like LINE and Facebook. A total of 299 questionnaires were collected, of which 250 valid responses were included in the analysis. Reliability and validity tests confirmed that the research variables exhibited acceptable reliability and strong convergent and discriminant validity.PLS-SEM analysis results showed that all hypotheses were supported, except for the hypothesis that “brand reputation positively impacts satisfaction”, which was not validated by the sample data. Price fairness, product health benefits, and packaging design had a significant positive effect on consumer satisfaction, which, in turn, strongly influenced both positive word-of-mouth willingness and repurchase intention. Additionally, satisfaction mediated the relationship between price fairness, product health benefits, and packaging design, leading to a significant indirect effect on customer loyalty behaviors, including positive word-of-mouth and repurchase intention.