| Abstract: | 以量化的研究方法來了解企業在執行整合行銷溝通時對於消費者在優酪乳產品方面之影響。來自369位的受訪者，透過結構封閉式問卷方式來蒐集資料。資料採用SPSS12.0和AMOS5.0軟體進行敘述性統計、信度分析、因素分析和路徑分析的統計分析。研究結果發現，在生活型態方面，因素分析可以把人們分為社交活動因素、品質重視因素、居家愛好因素和健康好奇因素等四個因素，其中以社交活動因素和品質重視因素對於性別、年齡、學歷、職業和廠牌有顯著差異。溝通工具的因素分析可分成三個因素，分別為廣告因素、賣場因素和人員推銷因素，其中以廣告因素效果最大，其次是賣場因素，最後是人員推銷因素。過程控制績效可以發現一致性效果最高，其次為互動性，最後為任務性。輸出控制績效可以發現購買意願效果最高，其次為品牌態度，最後為品牌知名度。品牌價值可以發現象徵性形象效果最佳，其次是功能性形象，最後為體驗性形象。在路徑分析方面顯示當溝通工具程度愈高時，對於品牌價值影響也愈佳。因此，當企業在執行整合行銷溝通時，應整合所有溝通工具以達成一致性的效果。同時也以消費者內心的需求為出發點，和消費者建立關係，促使消費者產生購買意願。這都能使產品的品牌價值產生最佳的效果。
This study uses a quantitative approach to investigate the effect of integrated marketing communication on how customers think about yogurt drink. We used structured and closed questionnaires to collect data from 369 people. This survey uses SPSS12.0 and AMOS5.0 statistical analysis software to assay descriptive statistic, reliability analysis, factor analysis and path analysis. As the results indicate, in the lifestyle dimension, after using factor analysis, we find out the peoples’ lifestyle can be divided into four factors: social activity, quality respect, home profession and health innovation. Factors of social activity and factor of quality respect show significant differences in categories of sex, age, education, occupation and product brand. Communication tools’ factor analysis can be divided into advertising, selling place, and promotion selling. Advertising has the best effect, then selling place and promotion selling. Process control performance showed the best effect is consistency, then mission and interactivity. Output control performance showed the best effect is brand purchase intention, then brand attitude and brand awareness. Brand value showed the best effect is symbolic image, then functional image and experimental image. The path analysis showed that the higher the communication tools, the better the brand value. Thus, enterprises should integrate all communication tools to achieve consistency effect when using the integrated marketing communication. At the same time, enterprises should put an emphasis on the inner desire of the customer and build relationships with customers, and thus let customers have more purchase intention. This is how brand value can produce the best effect. |
