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系統識別號 U0026-0812200913401705
論文名稱(中文) 知覺價值、滿意度、顧客忠誠度中知覺風險與品牌熟悉度的角色
論文名稱(英文) Perceived Value、Satisfaction、Customer Loyalty:The Role of Perceived Risk and Brand Familiarity
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 95
學期 2
出版年 96
研究生(中文) 李依依
研究生(英文) Yi-yi Lee
電子信箱 yiyi7350070@yahoo.com.tw
學號 R4694114
學位類別 碩士
語文別 中文
論文頁數 83頁
口試委員 指導教授-劉宗其
口試委員-黃吉村
口試委員-林懿貞
口試委員-許永明
中文關鍵字 品牌熟悉度  知覺風險  知覺價值  顧客忠誠度  顧客滿意度 
英文關鍵字 brand familiarity  perceived risk  customer loyalty  customer satisfaction  perceived value 
學科別分類
中文摘要 近年來,由於零售商商店的數量增加,於是市場的競爭也越來越激烈。對零售商而言,自有品牌的商品相較於其他商品而言,能夠帶來更大的利潤空間,因此零售商如果能夠增加自有品牌商品的銷售量,就能夠為企業帶來更多的利潤,同時,也因為銷售量的增加,能夠提升商品在競爭市場上的市場佔有率。故在這樣的因素之下,有越來越多零售商願意且快速地投入這塊自有品牌的領域中。因此,零售商店開始藉由開發自有品牌的策略以期望能提升產品銷售、獲取消費者忠誠度、創造與其他競爭者產生差異化,故零售商們透過各種方式來增加消費者對於自有品牌商品的購買。
本篇文章主要在探討自有品牌相關的兩件事情,一為知覺價值、顧客滿意度、顧客忠誠度三者之間的關係。此外,針對自有品牌商品中,知覺風險與品牌熟悉度在知覺價值、顧客滿意度、顧客忠誠度間的干擾效果。藉由本研究發現零售商商店可以透過使顧客感受到高知覺價值以及改善顧客滿意度等方式來提高顧客忠誠度,而這樣的一個提升知覺價值及滿意度的方法,廠商可以透過各種行銷策略或是提升商品品質去減少消費者所知覺到的風險,此外也可以各種方式如廣告等等去增加消費者對於該自有品牌的熟悉程度,經由這樣兩種方式,讓知覺價值、滿意度變高,進而使得顧客忠誠度增加,為公司賺取更多利潤。
而本研究針對一般大眾為抽樣對象,採取便利取樣,利用線性結構模式做為研究分析方法,所得重要結論如下:
1. 知覺價值對滿意度有正向的影響。
2. 滿意度對顧客忠誠度有正向的影響。
3. 知覺價值對顧客忠誠度有正向的影響。
4. 知覺風險對知覺價值與滿意度之間關係有負向干擾效果。
5. 品牌熟悉度對知覺價值與滿意度之間關係有正向干擾效果。
英文摘要 Store brands play an important role in retail grocery strategy. As the number of general retail grocery is increasing, the competition within market industry is more and more violent in these recent years. Now merchandise stores want to increase the sales of store brand goods through all kinds of ways.
The article examines two things. One is the lationship among perceived value, satisfaction, and customer loyalty. The other is the moderating effects of perceived risk and
brand familiarity on customer loyalty through both satisfaction and perceived value measures. The moderating effects of perceived risk and on the association of customer loyalty and customer satisfaction and perceived value are significant. We also see customer satisfaction has mediate effect of Consumer's perceived value and customer loyalty.
The results reveals that:
1. Consumer’s perceived value will effect customer satisfaction. The higher perceived value which consumer perceived, the higher customer satisfaction.
2. Customer satisfaction will effect customer loyalty. The higher customer satisfaction, the higher customer loyalty.
3. Consumer’s perceived value will effect customer loyalty. The higher perceived value which consumer perceived, the higher customer loyalty.
4. The moderating effects of perceived risk are significant.
5. The moderating effects of brand familiarity are significant.
論文目次 第一章 緒論----------------------------------------------1
第一節 研究背景與動機------------------------------------1
第二節 研究目的-----------------------------------------4
第三節 研究流程-----------------------------------------4
第四節 論文結構-----------------------------------------6
第二章 文獻探討------------------------------------------7
第一節 自有品牌------------------------------------------7
第二節 知覺價值-----------------------------------------12
第三節 顧客滿意度---------------------------------------18
第四節 顧客忠誠度---------------------------------------21
第五節 知覺風險-----------------------------------------25
第六節 品牌熟悉度---------------------------------------29
第七節 研究變數之間的關係-------------------------------34
第三章 研究方法-----------------------------------------37
第一節 研究架構及假設-----------------------------------37
第二節 各變數操作變項定義及衡量方式---------------------39
第三節 研究對象界定及抽樣方法---------------------------45
第四節 研究分析方法-------------------------------------46
第四章 資料分析-----------------------------------------48
第一節 敘述性統計分析-----------------------------------48
第二節 驗證性因素分析-----------------------------------52
第三節 整體模式配適度分析-------------------------------56
第四節 路徑分析-----------------------------------------57
第五節 競爭模型分析-------------------------------------59
第五章 結論與建議---------------------------------------67
第一節 結論---------------------------------------------67
第二節 研究貢獻與實務建議-------------------------------71
第三節 研究限制與後續研究建議---------------------------74
參考文獻-------------------------------------------------75
附錄-----------------------------------------------------81
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