隨著工商業的發達，現代人生活節奏快速，讓消費者大幅增加外食需求。鐵路懷舊便當推出後，帶動了國內便當的消費市場，四大超商也都爭相爭搶這塊大餅。本研究鑑於台鐵便當本身的產品特性及品牌基礎，欲探討台鐵便當的產品屬性、品牌認同與購買意願之間的影響關係，藉機供業者未來擬定產品行銷策略擬定時之參考。 本研究對象以購買過台鐵便當的一般消費者進行網路問卷調查，數據資料以SPSS軟體來進行統整分析，主要結論如下：一、台鐵便當之產品屬性與購買意願之間為部分正向顯著影響，產品屬性影響購買意願最主要的變數是主菜份量足夠及菜色香味。二、台鐵便當之品牌認同與購買意願之間為部分正向顯著影響，品牌認同影響購買意願最主要的變數是我認同該品牌的品質。三、台鐵便當消費者之個人特性變數不同，對各構面無顯著影響，亦即願意購買台鐵便當的族群並無固定某一年齡或是某些個人特性。 研究結果發現，台鐵便當消費者多數重視產品的品質及品牌的辨識度，其品牌忠誠、嘗新意願是消費者提升購買意願的關鍵，且台鐵便當之產品屬性、品牌認同與購買意願之間均為部分正向顯著影響。依研究結果結論並提出實務建議及後續研究建議。 With the influence of industry and commerce and the fast pace of modern life, customers increase the demand for eating out. TR Bento promotes the domestic bento market, and the four convenience stores want to share this big market. Based on the product attribute and the brand of TR Bento, the purpose of the study is to find out the relationship among product attribute and brand identification of TR Bento on consumers’ purchase intention. The result of the study might be used as reference for TRA to make the marketing strategy. The subjects of this study are the people who have bought TR Bento, and the researchers sent questionnaires online. SPSS is used to analyze the data and test the hypotheses. The findings are stated as following:(1) There is a partly significant positive relationship between the product attribute of TR Bento and purchase intention. The main variable in the product attribute affects purchase intention is the portion of the main dish and the flavor.(2) There is a partly significant positive relationship between the brand identification of TR Bento and purchase intention. The main variable in the brand identification affects purchase intention is the portion of the identification of the product quality.(3) There is no significant relationship among the consumers of TR Bento and the three dimensions. That is to say, people who are willing to buy TR Bento are not specific to certain ages or personalities. According to the results, most consumers of TR Bento focus on the product quality and brand recognition. The keys in promoting consumers’ purchase intention are the brand royalty and willingness to try new things. Moreover, there are partly significant positive relationship among the product attribute and brand identification of TR Bento on purchase intention. The study might provide some practical advice and suggestions for following researches.
