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論文名稱(中文) 品牌形象、知覺價值與顧客滿意度及品牌忠誠度關係之研究: 以台北、上海地區 華碩品牌筆記型電腦為例
論文名稱(英文) A Study of Brand Image, Perceived value, Customer Satisfaction & Brand Loyalty- For case Taipei, Shanghai ,ASUS branded notebook
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 99
學期 2
出版年 100
研究生(中文) 卓俊豪
研究生(英文) Chun-Hao Cho
電子信箱 ginhao@gmail.com
學號 r07981375
學位類別 碩士
語文別 中文
論文頁數 79頁
口試委員 指導教授-祝鳳岡
共同指導教授-林清河
口試委員-劉明德
口試委員-郭彥谷
中文關鍵字 品牌形象  知覺價值  顧客滿意度  品牌忠誠度  華碩  筆記型電腦 
英文關鍵字 Brand image  Perceived value  Customer satisfaction  Brand loyalty  ASUS  Notebook. 
學科別分類
中文摘要 品牌為企業重要的無形資產,其可以縮短消費者的購買流程,降低購買風險,可以提高產品競爭力、延長產品的生命週期,為企業帶來更高的利潤空間。總之,現代企業的競爭就是品牌的競爭。
品牌形象為品牌理論的重要概念,它對消費者購買行為有著重要影響,對其研究一直是市場行銷領域的焦點。從已有的文獻發現有關品牌形象與品牌忠誠度的影響機制研究還不是很多,本研究試圖分析品牌形象與知覺價值-顧客滿意度-品牌忠誠度的系統性關係,理清品牌形象在作為應變數時,對知覺價值-顧客滿意度-品牌忠誠度各個因素的影響複雜關係路徑。
在對相關文獻整理的基礎上,提出了品牌形象的三維度結構理論,建立了品牌形象-知覺價值-顧客滿意度-品牌忠誠度的影響模型,並對變數的關係路徑提出了相關假設。以臺北與上海地區華碩品牌筆記型電腦為例,以臺北地區與上海地區之使用過或購買過華碩筆記型電腦的消費者為樣本,對415份有效問卷做了統計分析,運用SPSS 分析軟體所敘述統計分析、信度分析、因素分析、迴歸分析,並證實了模型各個變數之間的相互關係,所得出之研究結論如下﹕

1.品牌形象對顧客滿意度有著顯著的正面相關關係,較高的品牌形象能夠為顧客帶來更高的顧客滿意度。
2.品牌形象、知覺價值、顧客滿意度對品牌忠誠度有著顯著的正面相關關係,其中顧客滿意度對品牌忠誠度的影響最大。
3.知覺價值對顧客滿意度有著顯著的正面相關關係,較高的知覺價值能夠為顧客帶來更高的顧客滿意度。
4. 臺北、上海地區的人口統計變數:在品牌形象、知覺價值、品牌忠誠度上都有顯著差異,其中臺北地區考量因素為知覺價值的社會性價值。上海地區考量因素為:知覺價值的價格性價值及品牌形象的品牌表現。
英文摘要 Brand, as an important intangible asset of a Enterprise, can shorten consumer's buying process, reduce the purchase risk, improve the competitiveness of products and prolong product life cycles. In short, the competition of modern business is the competition between brands. Brand image exert an significant impact on consumer behavior for it is an important concept in the theory, and it is traditionally the research focus in the fields of marketing. From the existing research, the research about mechanism of the brand image and brand trust is relatively few. This article attempts to analyze the relevance of brand image, perception, customer satisfaction and brand trust.
In this paper, the Author refer to the three-dimension construction model of brand image theory, establish the model among brand image, Perceived value, customer satisfaction, brand loyalty, explore the relationship of the four variables. After a mass of interview and questionnaire surveys of ASUS brand notebook computer through the consumers of Taipei and Shanghai area, we get 415 valid surveys. Using SPSS Software ,most of hypothesis in the model were proved. The Conclusion demonstrate the interrelation of factors. The conclusions in this paper are as follows:

1. Brand image of the customer satisfaction has a significant positive correlation between the high brand image can lead to higher customer satisfaction for customers.
2. Brand image, perceived value, customer satisfaction on brand loyalty has a significant positive correlation between customer satisfaction among the greatest impact on brand loyalty.
3. Perceived value on customer satisfaction has a significant positive correlation between higher perceived value for customers can lead to higher customer satisfaction.
4. Taipei, Shanghai, demographic variables: brand image, perceived value, brand loyalty all have significant differences, including the Taipei area considerations for the perceived value of social values. Shanghai area considerations are: the perceived value of the price of the brand value and brand image performance.
論文目次 學位考試審核書
誌謝
中文摘要
英文摘要
第一章緒論
1.1研究背景--------------------------------------------------P7
1.2研究目的與研究動機---------------------------------------P10
1.2.1研究目的-----------------------------------------------P10
1.2.2研究動機-----------------------------------------------P10
1.3研究方法、研究流程---------------------------------------P11
1.3.1研究方法-----------------------------------------------P11
1.3.2研究流程-----------------------------------------------P11
第二章 文獻探討
2.1品牌理論綜述---------------------------------------------P12
2.1.1品牌的定義---------------------------------------------P12
2.1.2品牌的內涵與價值---------------------------------------P13
2.1.2.1品牌的內涵-------------------------------------------P13
2.1.2.2品牌的價值-------------------------------------------P13
2.2品牌形象理論綜述-----------------------------------------P15
2.2.1品牌形象的定義-----------------------------------------P15
2.2.2品牌形象的構面架構-------------------------------------P15
2.2.3品牌形象的特色-----------------------------------------P16
2.3知覺價值理論---------------------------------------------P18
2.3.1知覺價值的定義-----------------------------------------P18
2.3.2知覺價值的構面及驅動因素-------------------------------P18
2.3.3知覺價值的特徵-----------------------------------------P19
2.4顧客滿意度-----------------------------------------------P20
2.4.1顧客滿意度的內涵---------------------------------------P2O
2.4.2顧客滿意度的影響因素-----------------------------------P21
2.4.3顧客滿意度的特色---------------------------------------P22
2.5品牌忠誠度-----------------------------------------------P23
2.5.1品牌忠誠度的定義---------------------------------------P23
2.5.2品牌忠誠度的架構---------------------------------------P23
第三章 研究方法:品牌形象-品牌忠誠度的研究架構與研究假設
3.1品牌形象-知覺價值-顧客滿意度的關係的研究假設-------------P25
3.1.1品牌形象與顧客滿意度的關係-----------------------------P25
3.1.2品牌形象與知覺價值的關係研究---------------------------P26
3.1.3顧客滿意度與顧客價值關係研究---------------------------P26
3.2品牌形象與品牌忠誠度的關係研究---------------------------P27
3.3顧客滿意度-知覺價值與品牌忠誠度的關係研究----------------P28
3.3.1顧客滿意度與品牌忠誠度的關係研究-----------------------P29
3.3.2知覺價值與品牌忠誠度的關係研究-------------------------P29
3.4研究架構-------------------------------------------------P30
第四章 實證分析:品牌形象-品牌忠誠度模型的實證研究
4.1實證設計說明---------------------------------------------P31
4.1.1問卷設計及說明-----------------------------------------P31
4.1.2樣本資料的收集及描述-----------------------------------P32
4.1.3資料分析的方法-----------------------------------------P33
4.2量表的測項純化及信度與效度檢定---------------------------P33
4.2.1量表的測項純化-----------------------------------------P33
4.2.2量表的信度檢定-----------------------------------------P34
4.3 Pearson檢定---------------------------------------------P39
4.4 構面複迴歸分析及人口統計變數檢定------------------------P41
4.4.1一階、二階構面複迴歸分析-------------------------------P41
4.4.2 人口統計變數檢定及ANOVA分析---------------------------P48
4.5 假設檢定驗證及結果--------------------------------------P55
4.5.1假設檢定驗證-------------------------------------------P55
4.5.2假設檢定結果-------------------------------------------P58
第五章結論與建
5.1研究結論-------------------------------------------------P59
5.2研究貢獻及行銷建議---------------------------------------P61
5.2.1研究貢獻-----------------------------------------------P61
5.2.2行銷建議-----------------------------------------------P62
5.3研究限制與研究建議---------------------------------------P64
5.3.1研究限制-----------------------------------------------P64
5.3.2研究建議-----------------------------------------------P64
參考文獻
英文文獻----------------------------------------------------P65
中文文獻----------------------------------------------------P68
附錄--------------------------------------------------------P69
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