臺灣博碩士論文加值系統

本研究透過文獻整理歸納出整合行銷績效衡量因素，並探討員工品牌權益與整合行銷績效對於市場績效的影響。研究方法採用專家訪談與問卷調查法，並以結構方程式(SEM)所建立的模式驗證研究假說。本研究驗證發現：
一、企業若以品牌為導向並獲高階主管的支持會正面提昇整合行銷績效。
二、員工品牌權益有助於增強企業市場績效。
三、整合行銷的績效愈高，愈能讓企業在市場績效上有所表現。

The goal of this study is to examine and synthesize the important factors in measuring integrated marketing communication effect through a documentary review of previous and current empirical studies and show differences in test market performance across different degree of integrated marketing communication and employee based brand equity. Data were gathered from expert interviews and a written questionnaire. Structural equation modeling (SEM) was used to test the hypothesized relationships. The results are summarized as follow：
1. Brand orientation and the degree of top managers’ support have a significant impact on the integrated marketing communication effect.
2. Employee based brand equity will improve market performance.
3. The performance of integrated marketing communication correlated positively with the market performance.

摘要I
Abstract II
目錄III
表目錄V
圖目錄VI
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的4
第三節 研究流程5
第二章 文獻探討7
第一節 整合行銷傳播的衡量模式與前置因素7
第二節 員工品牌權益16
第三節 員工品牌權益對市場績效的影響25
第四節 整合行銷績效對市場績效的影響26
第三章 研究方法28
第一節 研究架構28
第二節 研究設計30
第三節 資料分析33
第四章 研究結果與討論36
第一節 專家訪談36
第二節 描述性統計41
第三節 信度分析46
第四節 線性結構模式建立47
第五節 因素分析53
第六節 驗證性因素分析58
第七節 假說驗證62
第八節 共同方法變異63
第五章 結論與建議64
第一節 研究結論64
第二節 理論與實務意涵65
第三節 研究限制66
第四節 後續研究建議67
參考文獻
一、中文部份68
二、英文部份68
附錄A 73
附錄B 79
表目錄
表2.1 歷年學者對於IMC的定義與研究著重點8
表2.2 品牌知識相關結構對消費者品牌權益之衡量18
表3.1 各構念之衡量項目與參考文獻30
表4.1 樣本基本資料分析42
表4.2 公司對消費者經常使用傳播工具43
表4.3 公司對員工經常使用傳播工具44
表4.4 PEARSON相關分析45
表4.5 各構面之CRONBACH’S Α46
表4.6 研究變項之平均數與標準差47
表4.7 各構念之收斂效度54
表4.8 各構念之建構效度54
表4.9 各構面之顯著性數值58
表4.10 整體產業模式之適配指標61
表4.11 假說驗證結果62
圖目錄
圖1.1 研究流程6
圖2.1 衡量品牌知識因素範圍圖17
圖2.2 品牌權益的組成19
圖2.3 員工品牌權益測量因素架構圖20
圖3.1 研究架構29
圖4.1 外因潛在變項與外因測量變項50
圖4.2 內因潛在變項與潛在測量變項51
圖4.3 模式路徑圖59
圖4.4 修正模式圖60
圖4.5 整體產業修正模式後之路徑分析圖61

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