在台灣並無大面積種植橄欖樹，橄欖油多數必須仰賴進口，台灣多數民眾對橄欖油的習慣是最近幾年才養成，所以都數橄欖油都需要仰賴進口為主，所以一般消費者在購買橄欖油習慣會受到影響原因以來源國形象、品牌形象及知覺品質對顧客滿意度和價格溢酬之相互關係影響，隨著眾人消費習慣改變與變遷家庭生活型態及社會經濟結構漸漸轉變，相對在於健康食用油品的選擇性會有越來越有更高的要求，所以相對於在購買進口食用油品要求相對也會更提高一些。 本研究主要以在台灣地區具有購買食用油品的一般消費者作為問卷調查蒐集為主要分析對象，共蒐集有201份問卷，並以統計軟體SPSS20進行資料分析，結果顯示:( 1)來源國形象對知覺品質假設正相關性影響；(2)品牌形象對知覺品質假設正相關性影響；(3)知覺品質對顧客滿意度假設正相關性影響；(4)顧客滿意度對溢價溢酬假設正相關性影響，所有假設皆有顯示成立，此研究可以做為橄欖油的探討依據。 There is no large-scale cultivation of olive trees in Taiwan. Most of the olive oil needs to be imported. Most people in Taiwan have developed their habits on olive oil in recent years. Since most olive oils are imported, so the purchasing habits of consumers will be affected by the relationship between image of the country of origin, the brand image and the perceived quality and customer satisfaction and price premium. As the consumption habits change, also the family life pattern and social and economic structure gradually change, the demand on selectivity of healthy edible oils will be more and more, and will the requirement for imported edible oils. This study collected questionnaires from the general consumer groups with edible oil products in Taiwan as the main analysis object. A total of 201 questionnaires were collected and analyzed by statistical software SPSS20. The results showed hypotheses: (1) Image of the country of origin has positive impact on perceived quality; (2) Brand image has positive impact on perceived quality; (3) Perceived quality has positive impact on customer satisfaction; (4) Customer satisfaction has positive impact of on price premium, All hypotheses have been shown to be established, and this study can be used as a basis for the discussion of olive oil.
