國立屏東科技大學員生消費合作社產品知名度、產品形象、知覺風險對消費者滿意度之探討

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The main focus of this study is the reciprocal effects between brand personality, brand image, perceive risk and customer’s satisfaction of low-salt soy sauce, fermented milk drink made of vegetable, adlay milk of NPUST. The research subject is the customer of NPUST university community consuming cooperative, A total of 485 questionnaires were sent out, and 470 valid ones were collected. The effective response rate is 96.9 percent. The study adopted SPSS 12.0 for windows and applied t-test, one-way ANOVA, Pearson product- moment correlation and path analysis to analyze data. The findings were as follows: 1. Demographihic variables to low-salt soy sauce, fermented milk drink made of vegetable and adlay milk Brand Personality, Brand Image, Perceived Risk and Customer’s Satisfaction have significant distinctions, age, occupational, degree of education and personal average per month salary four Demographihic variables is main factor of differences. 2. Brand personality has a positive influence on customer’s satisfaction. 3. Brand image directly affects customer’s satisfaction.