[[alternative]]A Study on the Relationship between Brand Image, Word-of-Mouth, Experiential Marketing and Consumer Preference: An Example of Agricultural Specialties

[[abstract]] 本研究的目的在探討農會農特產品之品牌形象、口碑、體驗行銷及消費者偏好之相關議題，研究問卷採用非隨機的便利抽樣法的方式進行問卷調查，共發出250份，回收237份，扣除無效問卷14份，有效問卷為223份，有效問卷回收率94.09%，問卷回收後以統計套裝軟體SPSS 做為研究工具，分析方法包括信度分析、敘述統計、獨立樣本t檢定、單因子變異數分析、相關分析及迴歸分析。研究結論如下：1.農會農特產品品牌形象、口碑及體驗行銷對消費者偏好皆具正向顯著影響。2.不同的性別、年齡及月收入對品牌形象具顯著差異；不同的職業對消費者偏好具顯著差異。3.不同的婚姻狀況、教育程度、工作年資及職位對研究變項品牌形象、口碑、體驗行銷與消費者偏好等均無顯著差異。[[abstract]] The purpose of this study is to conduct aresearch about the brand image, word-of-mouth, experiential marketing, and consumer preference of farmers' association agricultural specialty products. Moreover, this research aims to explore the impact of different demographic variables on brand image, word-of-mouth, experiential marketing, and consumer preference. It is essential to investigate if there is a significant difference in the preferences of the respondents. The research questionnaire was conducted by non-random convenience sampling method. A total of 250 questionnaires were sent out, 237 were collected, and 14 invalid questionnaires were deducted. There were 223 valid questionnaires, and the effective questionnaire recovery rate was 94.09%. After the questionnaires were collected, research and analysis were carried out through the statistical package software SPSS 22.0. The analysis methods included reliability analysis, descriptive statistics, independent sample t test, single factor analysis of variance, correlation analysis and regression analysis. The conclusions of this study are as follows:1.The brand image, word-of-mouth and experiential marketing of agricultural specialty products of farmers' associations has a positive and significant impact on consumer preference, respectively.2.Different gender, age and monthly income have significant differences on brand image; different occupations have significant differences on consumer preferences.3.Different marital status, education level, working experience and position have no significant difference on the research variables such as brand image, word of mouth, experiential marketing and consumer preference