臺灣博碩士論文加值系統

消費者之購買意願通常由知覺價值來決定，而企業需提供其他價值給顧客以維持競爭力。而消費者的知覺價值又決定其所願意付出的價格以及所知覺的品質。本研究針對年輕化中價位品牌服飾為例加以探討，故本論文之目的在探討價值是否為知覺價格、知覺品質影響品牌權益之決定性因素，進一步討論知覺價值是否為中介變數，上述的影響關係會有何程度或方向上的改變，以作為企業在經營品牌時的參考依據。
本研究以淡江大學商學院大學部學生3598人為抽樣母體，採取「分層比例隨機抽樣」來抽取樣本，總發放份數為370份，得有效樣本為285份，有效樣本率為77.03%，資料收集之後，利用因素分析進行縮減資料，再以迴歸分析進行假設檢定。
本文研究結果顯示：
1.知覺價格與知覺品質影響了消費者對該品牌產品的知覺價值。
2.知覺價值進一步影響消費者對品牌權益之態度。
3.企業在規劃品牌產品策略之時，產品價格和品質是首要的考量因素。

Customer purchasing willing usually depends on their perceived value and an industry has to offer other values to maintain the industrial competitiveness. The customers’ perceive value of the products can decide how much they will pay for and perceive the quality of products. This study is focus on the middle-price of young people fashion clothing. In view of this, we are discussing perceived price and perceived quality are main elements of brand equity, furthermore utilizing medium variable perceived value is to make out the relation between them. All the above relation is the base of corporate to make brand strategy decision.
The study distributed and collected 3598 questionnaires from students of College of Business in Tamkang University. Using stratified proportion sampling method, distributed 370, received and 285 are effective. Further more, this study employ factor analysis and regression analysis to test the hypothesis.
The results of this study indicate:
1.Perceived price and perceived quality leads to the greater perceived value of the brand.
2.Perceived value determine the customers’ brand equity.
3.Product price and quality is the first concern when a corporate planning their own brand strategy.

目錄…………………………………………………………II
圖目錄………………………………………………………IV
表目錄………………………………………………………V
第一章 緒論………………………………………………….1
第一節 研究背景與動機………………………………1
第二節 研究目的………………………………………2
第三節 研究範圍與對象………………………………3
第四節 研究流程…......……………………………4
第二章 文獻探討…………………………………………….6
第一節 知覺價格………………………………………6
第二節 知覺品質…………………………………….10
第三節 知覺價值………………………………….…17
第四節 品牌權益…………………………………….21
第五節 文獻總結…………………………………….37
第三章 研究架構與研究方法……………………………..38
第一節 研究架構…………………………………….38
第二節 研究假設…………………………………….39
第三節 變數操作型定義與問卷設計……………….41
第四節 抽樣設計與樣本結構……………………….45
第五節 資料分析方法……………………………….50
第六節 信度分析…………………………………….51
第四章 研究分析………………………………..........53
第一節 知覺價格之分析…………………………….53
第二節 知覺品質之分析…………………………….55
第三節 知覺價值之分析…………………………….56
第四節 品牌權益之分析…………………………….57
第五節 迴歸模型分析……………………………….59
第五章 結論與建議………………………………........64
第一節 研究結論…………………………………….64
第二節 研究限制…………………………………….65
第三節 研究建議…………………………….......66
參考文獻……………………………………………………..67
中文參考文獻………………………………………………..67
英文參考文獻………………………………………………..68
附錄…………………………………………………………..76
附錄一 第一次前測問卷─決定本研究所使用之品牌..…77
附錄二 第二次前測問卷…………………………………..80
附錄三 正式問卷…………………………………………..86
圖目錄
圖1-4-1：研究流程圖………………………………………………………………….5圖2-1-1：價格效果概念圖…………………………………………………………...7
圖2-1-2：知覺品質的組成…………………………………………………………..14
圖2-1-3：知覺價值組成成份……………………………………………………….19
圖2-2-1：Interbrand品牌評模……………………………………………………...28
圖2-2-2：品牌權益的五項資產……………………………………………………...34
圖3-1-1：本研究之研究架構……………………………………………………….38
表目錄
表2-1-1：產品知覺品質之定義…………………………………………………….11
表2-2-1：品牌權益之定義與相關概念彙總表.……………………………………..23
表2-2-2：Interbrand構面整理………………….……………………………………27
表2-2-3：品牌權益的衡量指標…………………………………………………….36
表3-4-1：樣本配置情形…………………………………………………………….48
表3-4-2：問卷回收狀況…………………………………………………………….48
表3-4-3：受測者之性別分布……………………………………………………….49
表3-4-4：受測者之年級分布……………………………………………………….49
表3-4-5：受測者之每月平均生活費用分佈……………………………………….50
表3-6-1：信度摘要表……………………………………………………………….52
表3-6-2：問卷設計之信度………………………………………………………….52
表4-1-1：KMO統計量的判斷準則…………………………………………………53
表4-1-2：知覺價格因素分析之結果……………………………………………….54
表4-2-1：知覺品質因素分析之結果……………………………………………….55
表4-3-1：知覺價值因素分析之結果……………………………………………….56
表4-4-1：品牌權益因素分析之結果……………………………………………….58
表4-5-1：知覺價格對知覺價值之迴歸分析結果………………………………….59
表4-5-2：知覺品質隊知覺價值之迴歸分析結果………………………………….59
表4-5-3：知覺價格、知覺品質對知覺價值之迴歸分析結果…………………….60
表4-5-4：知覺價值對知覺價格、知覺品質之迴歸分析結果…………………….60
表4-5-5：品牌權益對知覺價值之迴歸分析……………………………………….61
表4-5-6：品牌權益對知覺價值之迴歸分析……………………………………….61
表4-5-7：知覺價值中介變數之中介效果分析…………………………………….62

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陳振遂(1996)，顧客基礎的品牌權益衡量與建立之研究，國立政治大學企業管理研究所博士論文
陳振遂與洪順慶(1999)，消費品品牌權益衡量量表之建構─顧客基礎觀點，中山管理評論，第七卷4期，pp.1175-1199
張紘炬(2002)，統計學，華泰文化出版
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