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研究生:陳易爵
研究生(外文):YI-JYUE CHEN
論文名稱:探討來源國形象、服務品質與品牌形象對品牌權益之影響
論文名稱(外文):The Impact of Country-of-Origin, Service Quality and Brand Image on Brand Equity
指導教授:王朝弘王朝弘引用關係
指導教授(外文):Dr. Chao-Hung Wang
口試委員:卓為智、李淑芳
口試日期:2012-05-31
學位類別:碩士
校院名稱:嶺東科技大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:99
中文關鍵詞:來源國形象、服務品質、品牌形象、品牌權益
外文關鍵詞:country of origin, service quality, brand image and brand equity
相關次數:
  • 被引用被引用:0
  • 點閱點閱:331
  • 評分評分:
  • 下載下載:16
  • 收藏至我的研究室書目清單書目收藏:1
本研究主要是探討台灣消費者在購買進口車時,對於汽車廠牌來源國形象及進口車商所提供的服務品質與品牌形象,並透過品牌權益認知是否會影響台灣消費者的購買決策。本研究以進口車主為主要研究對象,採便利抽樣法發放350份問卷,有效問卷為325份,再以線性結構方程分析資料,研究結果得知來源國形象對品牌形象有顯著之影響、服務品質對品牌形象有顯著之影響、品牌形象對品牌權益有顯著影響,希望本研究可以彌補過去文獻的不足,並可提供建議給台灣進口車商作為決策參考。最後提出管理意涵與未來研究方向也予以討論。
This study explores the Taiwanese consumers’ decision of buying imported car; whether the country of origin, the imported car dealers’ service quality, and brand image affect Taiwanese consumers' purchasing decisions. This study uses the sample of the owners of imported care, we distributed 350 questionnaires, which 325 questionnaires were valid. Linear structural equation analysis was applied to analyze the data. The findings of the study present a significant respective effect of the country of origin image and service quality on brand image. Furthermore, brand image has a significant effect on brand equity. The managerial implications and future research directions are also discussed.
中文摘要 i
目錄 ii
表目錄 iii
圖目錄 iv
第一章 緒論
第一節 研究動機1
第二節 目的4
第三節 研究流程5
第二章 文獻探討
第一節 來源國效應
壹、來源國效應之定義 7
貳、來源國效應之相關研究11
第二節 品牌形象
壹、品牌形象之定義16
貳、品牌形象之相關研究20
第三節 服務品質
壹、服務品質之定義 24
貳、服務品質之相關研究27
第四節 品牌權益
壹、品牌權益之定義 33
貳、品牌權益之相關研究37
第三章 研究架構與方法
第一節 研究架構43
第二節 研究假設44
壹、來源國形象對品牌形象之影響44
貳、服務品質對品牌形象之影響 46
参、品牌形象對品牌權益之影響 48
第三節 研究變數及操作性定義50
第四節 研究對象與範圍54
第五節 研究設計59
壹、問卷設計59
貳、抽樣設計與問卷回收60
第六節 資料分析方法61
壹、描述性統計分析 61
貳、信度分析61
参、效度分析61
肆、因素分析62
伍、相關分析63
陸、結構方程式(Structural Equation Modeling, SEM) 63
第四章 資料分析與結果
第一節 敘述統計分析64
壹、基本資料之敘述統計分析64
貳、研究變數之敘述統計分析67
第二節 因素分析70
第三節 驗證性因素分析72
第四節 信度分析73
第五節 效度分析74
壹、收斂效度74
貳、區別效度與理論效度74
第六節 整體研究模型之AMOS分析77
壹、建立整體模型 77
貳、整體模型之配適結果78
參、結構方程式結果分析79
第五章 結論與建議
第一節 研究結論81
壹、來源國形象對品牌形象的影響80
貳、服務品質對品牌形象的影響83
參、品牌形象對品牌權益的影響84
第二節 研究建議85
第三節 研究限制與未來研究方向 87
參考文獻
附錄一.96

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