臺灣博碩士論文加值系統

隨著環境及科技快速的變遷，產業同業間的競爭等因素的影響，建設產業的營運及組織的經營型態都有急速的變化。除了同業之間的競爭越來越激烈之外，隨著全球市場的開放，消費者將有多樣化產品可供挑選。而對於建設產業來說，提供不動產這類的高價選購品是需要投入許多有形與無形成本，因此，如何獲取消費者的青睞，是建設產業值得探討的議題。過去有研究指出，消費者在房屋購買決策中，品牌意識的影響較弱；然而以同樣一份研究卻指出，品牌意識卻位居廠商心目中之最高要務，致使產生了一個研究缺口的存在。因此，本研究運用拉式理論為出發點，來探討消費者對建商品牌忠誠度是否會因為品牌知名度、品牌涉入與品牌相對吸引力而有所影響。本研究以台中知名建設公司-馨雅建設為本研究標的物，而為有效得知消費者在選購產品時是否有品牌意識的產生，本研究之研究對象以中部一般大眾消費者為居多。其有效回收問卷共306份，根據研究結果指出，除了品牌涉入之外，品牌相對吸引力與品牌知名度皆對品牌忠誠度有所正向影響。本研究也提出對於理論於實務界的貢獻，並說明本研究限制並提及未來研究方向和建議。

There is more and more diversity products could be chosen by consunmers with the environment, technological changes rapidly and the global market open. Invested in real estate need to put into large of money, thus how to attract consumers to purchase is an important issue for construction industry. In order to realize do consunmers have brand consciousness when they purchased, this study tried to explore the effect of brand relative attractiveness, brand awareness and brand involvementon on brand loyalty. And utilized the well known enterprise- SHINY Construction be a subject matter to survey. The finding showed that all of the hypothese had positive relationships except hypothese 3. Several contributions and implications are extracted to help construction industry better to revise their brand strategise and decision to strength their brand success.

目 次
致謝辭................................................................................................................................I
摘要...................................................................................................................................II
Abstract............................................................................................................................III
目次.................................................................................................................................IV
圖目次.............................................................................................................................VI
表目次............................................................................................................................VII
第壹章 緒論.....................................................................................................................1
第一節 研究背景與動機............................................................................................1
第二節 研究目的........................................................................................................3
第三節 研究流程........................................................................................................4
第貳章 文獻探討與假說推導.........................................................................................6
第一節 推拉理論........................................................................................................6
第二節 顧客品牌忠誠度..........................................................................................11
第三節 品牌知名度..................................................................................................13
第四節 品牌涉入…………………..........................................................................14
第五節 品牌相對吸引力..........................................................................................18
第參章 研究假說...........................................................................................................20
第一節 品牌知名度與品牌忠誠度之關聯..............................................................20
第二節 品牌涉入與品牌忠誠度之關聯..................................................................20
第三節 品牌相對吸引力與品牌忠誠度之關聯......................................................21
第肆章 研究方法...........................................................................................................23
第一節 問卷設計與抽樣方法..................................................................................23
第二節 研究方法......................................................................................................24
第三節 變數之操作型定義與衡量..........................................................................26
第伍章 實證結果與分析...............................................................................................34
第一節 敘述性統計分析..........................................................................................34
第二節 信度與效度分析…......................................................................................36
第三節 皮爾森相關分析..........................................................................................44
第四節 迴歸分析………..........................................................................................46
第陸章 結論與建議.......................................................................................................49
第一節 理論貢獻與實務建議..................................................................................49
第二節 研究結論與討論..........................................................................................51
第三節 研究限制與未來研究建議..........................................................................54
參考文獻.........................................................................................................................55
一、中文文獻……………………………………………………………………….55
二、英文文獻……………………………………………………………………….58
三、網路部分……………………………………………………………………….66
附錄 研究問卷…………...............................................................................................67




圖目次
圖 1-1 研究流程圖..........................................................................................................5
圖 2-1 推-拉-繫理論的模型示意圖...............................................................................7
圖 2-2 房地產的推式、拉式及綜合行銷策略比較圖..................................................8
圖 2-3 房地產購買者行為模式圖..................................................................................9
圖 3-1 研究架構圖........................................................................................................22

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二、英文文獻
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三、網路部分
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