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系統識別號 U0026-2007201221162600
論文名稱(中文) 女性流行雜誌品牌形象、知覺價值與顧客滿意度及品牌忠誠度之關係研究—以ViVi國際中文版為例
論文名稱(英文) The Relationship among Brand Image, Perceived Value, Customer Satisfaction and Brand Loyalty of the Women Fashion Magazine-A Case of VIVI Chinese Edition
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 100
學期 2
出版年 101
研究生(中文) 徐瑋婷
研究生(英文) Wei-Ting Hsu
學號 R07991370
學位類別 碩士
語文別 中文
論文頁數 94頁
口試委員 指導教授-祝鳳岡
共同指導教授-王明隆
口試委員-趙義隆
中文關鍵字 品牌形象  知覺價值  顧客滿意度  品牌忠誠度 
英文關鍵字 Brand Image  Perceived Value  Customer Satisfaction  Brand Loyalty 
學科別分類
中文摘要 流行指標地位與品牌風格為女性流行雜誌經營的重點,以日系女性流行雜誌而言,因受哈日流行風潮的影響,深受台灣讀者所喜愛,即使在雜誌社受到經濟不景氣及數位閱讀衝擊下,日系女性流行雜誌在銷售排行榜上仍有不錯的表現。本研究對象《ViVi國際中文版》為近年來台灣女性流行雜誌中銷售量最大、成長最快的流行雜誌,以問卷調查及焦點訪談的方式,探討讀者對於品牌形象、知覺價值對顧客滿意度及品牌忠誠度之關係研究,期望本研究能夠找出經營的典範,並提供女性流行雜誌行銷策略之建議,做為雜誌社經營的參考。
近年來由於經濟不景氣及數位科技的發展,雜誌社面對讀者荷包縮水精打細算的消費心理及科技發展帶來便利等因素的影響下,現今雜誌社面臨到經營上的壓力及挑戰。本研究結果發現《ViVi》品牌形象是具獨特性及競爭力,且在品牌形象、知覺價值及顧客滿意度對於品牌忠誠度上皆呈現顯著影響,在雜誌社未來的經營策略方向及行銷建議上,如何在原有品牌基礎上持續強化品牌優勢及影響力,來提升顧客對於品牌的忠誠度,是現今雜誌社需思考的方向。
本研究也提出幾項建議,首先必須了解日式流行的指標品牌與多元豐富實用的內容是《ViVi》最重要的核心價值與資產,強化日系血統、提供多元豐富且實用的內容、行銷活動上需讓消費者覺得物超所值且與生活有連接及相關性、經營屬於雜誌專屬社群網站創造新商機及利用整合行銷加強品牌互動的多元化經營模式等方式。希望能夠藉由上述建議來提升《ViVi》品牌的競爭力,進而建立可獲利的經營模式。
英文摘要 Popular position and brand style of Japanese female fashion magazines are well received by readers in Taiwan, even during economic downturns. The sales ranking of Japanese female magazines have a good performance. “ViVi International Chinese version” is the biggest-selling and popular female magazine in recent years. Questionnaires and interviews will be used in this study to explore the reader’s brand image, perceived value on customer satisfaction and brand loyalty. This study will examine the business model and provide marketing strategies for popular women magazines in the publishing industry.
The development of digital technology in recent years has brought convenience in people's lives, but has also brought new challenges to the publishing industry. The empirical findings show the "ViVi" brand image is unique and competitive, but there is a need to explore the Korean upsurge, economic downturn, digitalization, changes in reader habits, the brand loyalty of young readers in brand image and the perceived value of brand loyalty show a significant correlation in this study.
This study suggests that the core value of a magazine is the brand and quality content. In the development of digital publishing, there are still many issues to overcome besides the cover, contents and marketing, but how to create the desired content for the reader’s lifestyle and reading habits to extend the brand influence. Furthermore, creating a social network for the magazine in order to create more opportunities and enhance the diversity of the business model, such as brand interaction through integrated marketing. The suggestions above may improve the competitiveness and influence of the “ViVi” brand and establish a profitable business model.
論文目次 摘要 …………………………………………………………………………… I
誌謝 ……………………………………………………………………………III
目錄 ……………………………………………………………………………IV
表目錄 …………………………………………………………………………V
圖目錄 …………………………………………………………………………VII
第一章 緒論 …………………………………………………………………1
第一節 研究背景與動機 ……………………………………………………1
第二節 研究目的與範圍限制 ………………………………………………7
第三節 研究流程 ……………………………………………………………9
第二章 文獻探討 ……………………………………………………………10
第一節 女性雜誌發展歷程 …………………………………………………10
第二節 品牌形象 ……………………………………………………………13
第三節 知覺價值 ……………………………………………………………16
第四節 顧客滿意度 …………………………………………………………18
第五節 品牌忠誠度 …………………………………………………………20
第三章 研究方法 ……………………………………………………………23
第一節 研究架構 ……………………………………………………………23
第二節 研究假設 ……………………………………………………………24
第三節 研究變數操作型定義 ………………………………………………25
第四節 問卷設計與資料蒐集方法 …………………………………………26
第五節 資料分析與統計方法 ………………………………………………29
第四章 研究分析與結果…………………………………………………… 31
第一節 樣本結構分析……………………………………………………… 31
第二節 敘述性統計分析 ……………………………………………………36
第三節 因素分析與信度檢定 ………………………………………………39
第四節 Pearson 檢定分析 ……………………………………………… 44
第五節 各研究構面之迴歸分析 ………………………………………… 47
第六節 人口統計變數對各構面之分析 ……………………………………58
第七節 研究結果摘要 ………………………………………………………67
第五章 研究結論與建議 ……………………………………………………75
第一節 研究結論 ……………………………………………………………75
第二節 研究建議 ……………………………………………………………77
第三節 研究限制及未來研究 ………………………………………………80
參考文獻………………………………………………………………………81
附錄一 問卷調查……………………………………………………………86
附錄二 焦點團體訪談紀……………………………………………………90
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