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系統識別號 U0026-1807201915132200
論文名稱(中文) 大學生及其速食消費:研究品牌的作用
論文名稱(英文) College Students and Their Fast Food Consumption: The Role of Branding
校院名稱 成功大學
系所名稱(中) 統計學系
系所名稱(英) Department of Statistics
學年度 107
學期 2
出版年 108
研究生(中文) 李育瑄
研究生(英文) Yu-Hsuan Lee
學號 R26064093
學位類別 碩士
語文別 中文
論文頁數 28頁
口試委員 指導教授-温敏杰
口試委員-王鈿
口試委員-徐國宣
中文關鍵字 品牌知名度  品牌形象  品質認知  消費者滿意度  口碑  再訪意願 
英文關鍵字 perceived quality  customer satisfaction  word-of-mouth  revisit intentions 
學科別分類
中文摘要 消費者行為意願 (behavioral intention) 研究中,品牌的作用已經被認為一種很重要的參考因子 (Dobni和Zinkhan, 1990)。本研究的目的是提出一個消費者行為測試模型,透過品牌知名度、品牌形象、品質認知和消費者滿意度四項品牌維度,以及再訪意願與口碑作為兩項消費者行為意願維度,希望更適切地了解在速食連鎖餐廳背景下影響大學生及其速食消費習慣的因子。問卷樣本僅限於美國中西部某州立大學的239名在學大學生,其中有效樣本183筆,透過建立結構方程模式 (SEM) 檢驗假設。研究結果發現,高品牌知名度為正面品牌形象的先決條件,而品牌形象除了影響消費者滿意度外,品牌形象也間接影響行為意願。研究結果可提供速食連鎖餐廳的品牌經理或店長作為其制定行銷策略之參考。
英文摘要 The role of the branding has been recognized and considered an important factor when consumers make their purchase decisions (Dobni and Zinkhan, 1990). The main purpose of this study is to propose and empirically examine a research model, with the hope to better understand the relative importance between service quality and brand image on customer satisfaction and purchase intentions in the context of college students’ fast food chain restaurant consumption. A total of 183 survey responses were completed by college students in a US public/state university, and the structural equation modeling (SEM) technique was employed to examine the hypotheses. The resulting data analysis demonstrates that brand awareness is an important antecedent of perceived brand image. Moreover, in addition to affecting customer satisfaction, the brand image also indirectly affects behavioral intentions. Findings in this study could provide branding insights to practitioners in the fast food chain restaurants and help them better understand college consumers’ consumption behavior.
論文目次 壹、導論 1
一、研究背景與動機 1
二、目的 1
三、研究對象 2
四、研究流程 2
貳、文獻回顧與研究架構 4
一、品牌知名度的影響 4
二、品牌形象的影響 5
三、品質認知的影響 5
四、消費者滿意度的影響 6
五、研究假設 6
六、研究架構 7
參、研究方法 8
一、問卷設計 8
二、信度分析 8
三、驗證性因素分析 9
四、結構方程模式 10
五、模型適合度 11
肆、研究結果 12
一、敘述統計 12
二、信度分析 14
三、驗證性因素分析 15
四、結構方程式模式 18
五、最終模型 20
伍、結論與建議 22
一、研究結論 22
二、研究限制與未來研究方向 23
參考文獻 24
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