臺灣博碩士論文加值系統

本文係以美白化妝品業為例，研究廣告訴求、品牌形象、品牌關係與知覺品質的關係。而本研究採問卷調查方式進行，係以大台北市女性為母體，透過聯合報及其相關企業之客戶調查系統來發放問卷。
反覆系統分析的結果顯示：功能性品牌形象的產品，會使消費者和此產品品牌更易建立密友與朋友、夫妻與親人的品牌關係，而當建立了密友與朋友、夫妻與親人的品牌關係後，會更加容易對此產品品牌產生可靠/耐久性、一致/可服務性的知覺品質。
根據LISREL之實證結果顯示功能性品牌形象除了會直接對知覺品質有所影響外，也會透過品牌關係而間接對知覺品質有所影響，也因此強調功能性品牌形象會較強調象徵性品牌形象，對知覺品質產生更大的效果，會使消費者更容易將其視為考慮購買的品牌，進而產生購買意願。

The study takes the cosmetics industry as an example to investigate the relationships among brand image, brand relationship and perceived quality. We employed the questionnaire survey with the customer survey system of the United newspaper and its related enterprises in Taipei.
According to the result of the recursive system, the products with the functional brand image will help the customers build the relationship of couples/families (also, close friend/general friend) with brand more easily. And, the relationship of couples/families (also, close friend/general friend) has the perceived quality of reliability/durability (also, conformance/serviceability).
In addition to LISREL’s result, the functional brand image will influence the perceived quality directly, also by way of the brand relationship. When we emphasize on the functional brand image, the impact on the perceived quality will be more significant than we emphasize on the experiential brand image. Thus, the functional brand image will help the customers consider this brand to purchase, and produce the willingness of purchasing.

目 錄 III
圖 目 錄 VI
表 目 錄 VII
目 錄
第一章 緒論 1
1.1 研究動機 1
1.1.1 管理難題 1
1.1.2 管理問題 2
1.1.3 研究問題 3
1.1.4 研究動機 4
1.2 研究目的 5
1.2.1 研究貢獻 5
1.2.2 研究目的 5
1.3 研究方法與流程 6
1.3.1 研究流程 6
1.3.2 調查問題 6
1.4 章節安排 8
第二章 文獻探討 9
2.1 廣告訴求 9
2.1.1 廣告訴求之重要性 9
2.1.2 廣告訴求之定義 9
2.1.3 廣告訴求之分類與構面 9
2.2 品牌形象 14
2.2.1 品牌形象之重要性 14
2.2.2 形象之定義 14
2.2.3 品牌形象之定義 14
2.2.4 品牌形象之分類與構面 15
2.3 品牌關係 21
2.3.1 品牌關係之重要性 21
2.3.2 關係之定義 21
2.3.3 品牌關係之定義 22
2.3.4 品牌關係的建立策略 22
2.3.5 品牌關係之分類與構面 25
2.4 知覺品質 29
2.4.1 知覺品質之重要性 29
2.4.2 知覺品質之定義 29
2.4.3 知覺品質的組成要素 29
2.4.4 知覺品質之因果模式 32
2.4.5 知覺品質之分類與構面 34
第三章 研究方法 37
3.1 研究架構與變數構面 37
3.1.1 廣告訴求和品牌形象、品牌關係之關係 37
3.1.2 廣告訴求和知覺品質之關係 38
3.1.3 品牌形象和品牌關係之關係 38
3.1.4 品牌形象、品牌關係和知覺品質的關係 38
3.1.5 變數構面 39
3.2 假說 41
3.2.1 廣告訴求與品牌形象之假說 42
3.2.2 品牌關係之假說 42
3.2.3 知覺品質之假說 45
3.3 變數操作型定義與衡量 48
3.3.1 廣告訴求 48
3.3.2 品牌形象 49
3.3.3 品牌關係 50
3.3.4 知覺品質 51
3.4 抽樣方法與研究設計 52
3.5 統計方法與資料分析 53
第四章 實證結果 54
4.1 信效度與敘述性統計分析 54
4.1.1 樣本回收情形 54
4.1.3 效度分析 59
4.1.4 基本人口統計分析 63
4.2 反覆系統之分析 67
4.2.1 變數之間的關係 67
4.2.2 構面之間的關係 69
4.2.3 構面間對立模型之檢測：反覆系統分析 79
4.2.3 廣告訴求之ANOVA與迴歸分析 82
4.3 線性結構關係模式之結果 84
4.3.1 整體模型之基本檢定 84
4.3.2 結構方程式估計結果 86
4.3.3 各變數之間的影響效果分析 87
4.3.4 變數間對立模型之檢測：LISREL模式 87
4.3.5 關係之再驗證 88
4.3.6 理性與感性廣告訴求之LISREL模型實證結果 89
第五章 結論與建議 91
5.1 結論 91
5.1.1 主要結論摘要 91
5.1.2 反覆系統分析之結論 92
5.1.3 LISREL分析之結論 95
5.2 建議 96
5.2.1 管理上之建議 96
5.2.2 未來研究之建議 97
參考文獻 98
附錄：問卷 104
圖 目 錄
圖1.1 本文研究流程 7
圖2.1 恐懼程度與訊息接受度的關係 13
圖2.2 品牌知識概念圖 20
圖2.3 知覺品質的組成 33
圖2.4 知覺品質之因果模式 33
圖3.1 研究架構圖(簡) 37
圖3.2 研究架構圖 41
圖4.1 本研究LISREL結構模型 84
圖4.2 模型關係之再驗證 88
表 目 錄
表2.1 Maloney所提出的十二種廣告訴求範例 13
表2.2 建立品牌偏好的策略與適合的行銷組合 24
表3.1 品牌關係類型 40
表3.2 問卷主體設計 52
表4.1 樣本人口統計變項描述 55
表4.2 變數與構面間之信度與相關分析 56
表4.3 構面與題項間之信度與相關分析 57
表4.4 信度係數與構面間相關係數矩陣 60
表4.5 構面間相關係數之平均值 60
表4.6 驗證性因素分析表 61
表4.7 內在效度指標 62
表4.8 年齡對知覺品質之變異數分析 63
表4.9 教育程度對知覺品質之變異數分析 64
表4.10 行業類別對知覺品質之變異數分析 65
表4.11 月消費額對知覺品質之變異數分析 66
表4.12 變數間反覆系統之參數估計結果-1 68
表4.13 品牌關係與品牌形象間反覆系統之參數估計結果 70
表4.14 知覺品質、品牌關係與品牌形象間反覆系統之參數估計結果-1 73
表4.15 知覺品質、品牌關係與品牌形象間反覆系統之參數估計結果-2 75
表4.16 知覺品質、品牌關係與品牌形象間反覆系統之參數估計結果-3 76
表4.17 變數間反覆系統之參數估計結果-2 78
表4.18 反覆系統分析之原始模型與對立模型之比較表-1 79
表4.19 反覆系統分析之原始模型與對立模型之比較表-2 80
表4.20 反覆系統分析之原始模型與對立模型之比較表-3 81
表4.21 廣告訴求對品牌形象、品牌關係及知覺品質之變異數分析 82
表4.22 廣告訴求與品牌形象、品牌關係及知覺品質之迴歸分析結果 83
表4.23 整體模式適合度之評鑑指標 85
表4.24 知覺品質模型估計結果 86
表4.25 品牌關係模型估計結果 87
表4.26 變數間影響效果分析表 87
表4.27 LISREL原始模型與對立模型之整體模式適合度比較表 88
表4.28 檢測LISREL模型之反覆系統之參數估計結果 89
表4.29 理性與感性訴求樣本之LISREL分析結果 90
表4.30 理性與感性訴求樣本之整體模式適合度比較表 90
表5.1 假說檢定之結果 94

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