近年來隨著顧客型態的改變，顧客對於企業形象的重視度日益提升，並帶動了業者不斷的創新景觀設計產品，以提升顧客知覺價值。因此，本研究探討景觀設計的產品特性、景觀設計公司的企業形象、顧客知覺價值、以及顧客購買意願之關係。以對景觀設計產品有興趣的顧客為研究對象，經問卷調查共回收有效問卷121份。透過SPSS統計軟體進行多元迴歸分析後，其研究結果有產品價值性對顧客知覺價值具有顯著正向的影響力。企業形象中功能性對顧客知覺價值的品質價值具有顯著正向影響力，而企業形象的經驗性影響力最強，會顯著正向影響品質價值、貨幣價值、及行為價值。顧客知覺價值中僅貨幣價值會正向顯著影響顧客購買意願。產品特性的價值性、流行性、與適合性皆會顯著正向影響顧客購買意願。企業形象僅有功能性對顧客購買意願有顯著正向影響力。
With changing customer types in recent years, customers focus more on corporate image, incentivizing companies to innovate continuously in landscape design products and increase customers’ perceived value. This study discusses the connection between product attributes of landscape design, corporate image of landscape design companies, customers’ perceived value, and customers’ purchase intention. The objects of study are customers interested in landscape design products. In total, 121 questionnaires were collected through the survey. Using multivariate regression analysis, the results showed that product value has a significant positive effect on customers’ perceived value. Functionality in corporate image exerts a positive influence on the quality value of customers’ perceived value, whereas corporate image has the strongest empirical influence, which will have significant positive impact on customers’ perceived value, and thus, affect their purchase intention.
