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| ???org.dspace.app.webui.jsptag.ItemTag.dcfield??? | Value | Language |
|---|---|---|
| dc.contributor.advisor | 黃麗君(Li-Chun Huang) | |
| dc.contributor.author | I-Hsuan Chung | en |
| dc.contributor.author | 鍾依軒 | zh_TW |
| dc.date.accessioned | 2021-06-08T05:01:41Z | - |
| dc.date.copyright | 2010-10-14 | |
| dc.date.issued | 2010 | |
| dc.date.submitted | 2010-10-08 | |
| dc.identifier.citation | 參考文獻
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/23441 | - |
| dc.description.abstract | 隨著生活水準與消費者意識普遍提升後，除了強調農產品安全與品質之外，消費者對環保與生態永續亦日趨重視，特別近年來健康恐慌事件頻傳，致使農業相關地區積極進行產品認證與品牌推廣，地方品牌化儼然為世界趨勢，而地方獨特意象則成為地方品牌策略之核心。
花蓮地區因天然地形區隔，深具發展有機農業之優勢，尤其有機米佔全臺栽培面積之三成，實為我國有機農業指標地區。故本研究以花蓮有機米作為研究標的，探討花蓮地方意象是否會影響花蓮有機米之品牌權益，並且進一步分析哪些地方元素將對地方品牌權益產生顯著之影響性。本研究透過有機銷售通路針對臺北市潛在有機米消費者進行問卷調查，共回收404份有效問卷。 本研究運用皮爾森相關、典型相關與多元迴歸等統計方法進行研究結果分析與假設驗證。實證研究結果顯示，花蓮地方意象對花蓮有機米品牌知名度、知覺品質、品牌聯想與忠誠度皆具顯著正向影響；此外，花蓮地方意象對花蓮有機米品牌權益亦具顯著正向影響效果，尤其花蓮地區的產業意象與情感意象乃係重要影響元素，顯見相關管理當局欲提升花蓮有機米品牌權益，則頇強化消費者對於花蓮地區的情感依附，並整合花蓮地區之產業意象。 | zh_TW |
| dc.description.abstract | As raising standard of living and consumer awareness, consumers do not only focus on safety and quality of agriculture product, but on environmental protection and sustainability. By nature terrain, Hualien area where cultivation areas of organic rice are more than 30% of whole province is with great condition for development of organic agriculture. Moreover, it is widely recognized that place is the biggest brand of the world, and thus place-of-origin has the ability to add to or subtract from the perceived value of product. Hence, it seems that place image evokes positive or negative association with consumers also contain a positive or negative place equity. Thus, this article uses organic rice as research subject, and the aim of present study is to analyze the impact of place image on place brand equity. Consequently, a survey with 404 valid questionnaires from potential organic consumers in Taipei was collected, and present study would utilize the methods of canonical correlation analysis and multiple regression analysis to examine the research hypothesis. The empirical results show that place image of Haulien has a significant positive impact on awarerness, perceived quality, association, and loyalty, respectly. Meanwhile, the effect of place image of Hualien, particularly industrial image and emotional image, on the place brand equity is also significant positive. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T05:01:41Z (GMT). No. of bitstreams: 1 ntu-99-R97630006-1.pdf: 1091904 bytes, checksum: 22f5f022686fe21b6bab04e51f20102b (MD5) Previous issue date: 2010 | en |
| dc.description.tableofcontents | 謝誌 .................................................................................................................. I
中文摘要 ........................................................................................................ II 英文摘要 ....................................................................................................... III 圖目錄 ........................................................................................................... VI 表目錄 ........................................................................................................ VIII 第壹章 緒論 ............................................................................................ 1 第一節 研究背景與動機.................................................................................... 1 第二節 研究目的................................................................................................ 5 第貳章 文獻探討 ....................................................................................... 6 第一節 有機農業概述 ...................................................................................... 6 第二節 地方意象 ............................................................................................ 30 第三節 地方品牌權益...................................................................................... 39 第四節 地方意象與地方品牌權益之影響性.................................................. 48 第叁章 研究方法 ..................................................................................... 53 第一節 研究架構 ............................................................................................ 53 第二節 研究變項定義與衡量 ........................................................................ 54 第三節 問卷設計與抽樣 ................................................................................ 57 第四節 資料分析方法 .................................................................................... 64 第肆章 資料分析與結果 ........................................................................ 66 第一節 樣本結構分析 ...................................................................................... 66 第二節 信度分析與效度分析 .......................................................................... 76 第三節 相關分析 .............................................................................................. 78 第四節 典型相關分析 ...................................................................................... 81 第五節 多元迴歸分析 ...................................................................................... 88 V 第伍章 結論與建議................................................................................. 99 第一節 結果與討論 .......................................................................................... 99 第二節 管理意涵 ............................................................................................ 105 第三節 研究限制與後續研究建議 ................................................................ 108 參考文獻 ..................................................................................................... 110 附錄 ........................................................................................................... 119 附錄一 臺灣有機農業發展大事紀 .............................................................. 119 附錄二 前測問卷 .......................................................................................... 120 附錄三 正式問卷 .......................................................................................... 123 附錄四 本研究所使用統計方法之公式概述 .............................................. 125 附錄五 本研究信度分析結果 ...................................................................... 127 | |
| dc.language.iso | zh-TW | |
| dc.title | 地方意象對地方品牌權益之影響－以花蓮有機米為例 | zh_TW |
| dc.title | The Effect of Place Image on the Place Brand Equity of Hualien County for Organic Rice | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 99-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 許人杰,孫岩章 | |
| dc.subject.keyword | 有機米,品牌權益,地方意象,地方品牌,花蓮, | zh_TW |
| dc.subject.keyword | Organic rice,brand equity,place image,place branding,Hualien county, | en |
| dc.relation.page | 130 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2010-10-11 | |
| dc.contributor.author-college | 生物資源暨農學院 | zh_TW |
| dc.contributor.author-dept | 生物產業傳播暨發展學研究所 | zh_TW |
| Appears in Collections: | 生物產業傳播暨發展學系 | |
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| File | Size | Format | |
|---|---|---|---|
| ntu-99-1.pdf Restricted Access | 1.07 MB | Adobe PDF |
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