臺灣博碩士論文加值系統

隨著產業結構與經濟型態的發展，舒壓與生活品質逐漸受到
重視，不僅政府重視觀光發展，企業界的重視經營亦更趨向多元
化。而國際觀光旅館逐漸受到重視的理由如下：(1)住宿佔消費支
出比例漸增；(2)台灣的多元優勢；(3)開放與觀光政策下的無限
商機。因此，如果能了解國際觀光旅館的品牌權益、顧客承諾和
顧客公民行為之關係，以及顧客承諾與品牌權益和顧客公民行為
關係中，具有之中介效果。此資訊將提供予相關國際觀光旅館業
者，並針對其不足之處能做適度之改善，相信對於消費者與旅館
業者而言，能夠達到雙贏的局面。研究結果發現：(1)品牌權益越
高則會增加顧客承諾。當企業與消費者經過一段長期穩定的合作
關係時，消費者對於品牌具有認同感，進而影響購物消費行為，
再形成顧客承諾的相互回饋的正向關係，為雙方帶來穩定且互益
的效果。(2)品牌權益越高則會增加顧客公民行為。品牌經營具有
品牌效益時，促使顧客發展出具有公民行為表現，如展現推薦企
業品牌或傳播正向口碑的行為。(3)顧客承諾越高則會增加顧客公
民行為。當顧客承諾形成，表示對品牌已經形成認同感，會促使
消費者願意且自動自發的作出對企業正向的行為。(4)顧客承諾在
國際觀光旅館品牌權益與顧客公民行為之間有部分中介效果。當
企業經營可以使品牌價值提升，當顧客感受或看見價值，會開始
影響內心層次的認同、承諾等意識，進而產生在外顯的公民行為
上。

With the industrial and economic development, people are paying more attention
to leisure activities and life quality. Tourism is one of the fastest growing industries in
Taiwan and attracts more international hotels to open here because of the demand for
accommodation is increasing, the diversity of Taiwan culture is charming for tourists
and deregulation of the tourism polity.
Therefore, this study tried to find out the relationship between the brand equity of
international hotels, customer commitment and customer citizenship behavior. Also it
concludes some suggestion for international hotels to improve their services.
According to the research here are the significant results:
a. High brand equity will improve the customer commitment. When the
relationship between brand and customers remains good and stable,
customers agree with the brand value and will definitely support it by
purchasing.
b. High brand equity will improve customer citizenship behavior. In other
words, high brand equity will encourage customers to give positive word of
mouth to others.
c. High customer commitment will improve customer citizenship behavior. A
strong customer commitment will push clients to make action to support the
brand automatically.
d. The customer commitment is the mediator between international hotel brand
equity and customers citizenship behavior. When company enhance their
brand value and bring it to the customers that may increase customer
identification and commitment toward the brand and results in their
citizenship behavior in the next step.

中文摘要 ......................................................................................... iii
英文摘要 .......................................................................................... iv
誌謝 ................................................................................................... v
目錄 .................................................................................................. vi
圖目錄 ........................................................................................... viii
表目錄 .............................................................................................. ix
第一章緒論 ................................................................................... 1
第一節研究背景與動機 ......................................................... 1
第二節研究問題與目的 ......................................................... 8
第三節研究重要性 ................................................................. 9
第四節研究流程 ................................................................... 11
第二章文獻探討 ......................................................................... 14
第一節品牌權益 ................................................................... 14
第二節顧客承諾 ................................................................... 19
第三節顧客公民行為 ........................................................... 22
第四節本研究各種變數之關係 ........................................... 26
第三章研究設計與方法 ............................................................. 30
第一節研究架構 ................................................................... 30
第二節研究對象與樣本資料收集 ....................................... 31
第三節研究變數操作性定義與衡量 ................................... 32
第四節資料分析方法 ........................................................... 38
第四章研究分析 ......................................................................... 41
第一節描述性統計分析 ....................................................... 41
vii
第二節信度及效度分析 ....................................................... 48
第三節相關分析 ................................................................... 55
第四節迴歸分析 ................................................................... 60
第五章研究結論與建議 ............................................................. 66
第一節研究結論 ................................................................... 66
第二節研究建議 ................................................................... 68
第三節研究限制 ................................................................... 71
參考文獻 ......................................................................................... 73
附錄一 ............................................................................................. 83
附錄二 ............................................................................................. 89
viii
圖目錄
圖1- 1 研究流程 .......................................................................... 12
圖3- 1 本研究架構 ...................................................................... 31
圖4- 1 品牌權益、顧客承諾、顧客公民行為迴歸路徑係數圖
.......................................................................................... 64
ix
表目錄
表2- 1 品牌權益的定義 .............................................................. 16
表2- 2 承諾的定義: ..................................................................... 19
表2- 3 顧客承諾的衡量構面 ...................................................... 21
表2- 4 組織公民行為的定義 ...................................................... 22
表2- 5 顧客公民行為定義 .......................................................... 24
表3- 1 品牌權益衡量題項 .......................................................... 33
表3- 2 顧客承諾衡量題項 .......................................................... 35
表3- 3 顧客公民行為衡量題項 .................................................. 36
表3- 4 顧客信任衡量題項 .......................................................... 38
表4- 1 受訪者個人基本資料統計 .............................................. 42
表4- 2 品牌權益構面分析表 ...................................................... 44
表4- 3 顧客承諾構面分析表 ...................................................... 45
表4- 4 顧客公民行為構面分析表 .............................................. 47
表4- 5 顧客信任構面分析表 ...................................................... 48
表4- 6 各研究構面之信度分析 .................................................. 49
表4- 7 品牌權益量表之驗證型因素分析結果 .......................... 50
表4- 8 顧客承諾量表之驗證型因素分析結果 .......................... 52
表4- 9 顧客公民行為量表之驗證型因素分析結果 .................. 53
表4- 10 顧客公民行為量表之驗證型因素分析結果 .................. 55
表4- 11 各構面PEARSON 相關係數 .......................................... 56
表4- 12 品牌權益與顧客承諾之階層迴歸分析表 ...................... 61
表4- 13 品牌權益與顧客承諾變異數膨脹因素VIF 值 .............. 61
x

一、中文部分
王文弘(2009)。行銷文化、顧客信任、顧客承諾與組織績效關聯
性之實證研究—以DHL 國際快遞公司為例。國立臺灣海洋
大學航運管理學系，基隆。
江美儀(2000)。關係結合策略對顧客承諾影響之研究-網際網路資
訊不對稱屬性下之分析。銘傳大學國際企業管理研究所碩
士論文，台北
余宛晏(2011)。員工知覺企業公民、組織承諾與組織公民行為之
關係。國立臺灣師範大學科技應用與人力資源發展學系，
台北。
吳美蓮(2012)。顧客基礎品牌權益對消費者購買行為影響之研究。
華人經濟研究，10(1)，95-110。
吳正雄(2012)。樂活生活認知影響健康飲食消費行為及品牌權益
之研究。永續發展與管理策略，4(1)，19-36。
吳瑤玲(2011)。代工品服務品質、顧客滿意度與顧客承諾關係之
研--以台電服務中心為例。國立臺北商業技術學院商學研究
所，台北。
林芝俞(2013)。代工品牌策略對企業形象及製造商品牌權益之影
響。南台科技大學行銷與流通管理系，台南。
柯柏佐(2007)。來源國形象、產品創新、品牌聲譽、品牌權益與
顧客終身價值間關係之研究-以國際知名行動通訊產品為例。
大葉大學國際企業管理學系碩士班，彰化。
孫元厚(2007)。來源國效果對品牌權益與消費者購買意願關係之
干擾效應。大葉大學國際企業管理學系，彰化。
陳慧玲(2012)。目的地品牌權益之探討-以十鼓文化村為例。長榮
大學休閒事業管理系，台南。
陳威亞(2003)。大學生遊學產品意象、知覺價值與滿意度之研究。
私立南華大學旅遊事業管理學研究所未出版之碩士論文，
嘉義。
陳冠仰、載有德、方世榮(2010)。國內航空業關靜、利益、關靜、
品質及顧客自發性表現行為之研究。運輸學刊，22(4)，
447-480。
陳思妤(2013)。品牌個性、品牌權益與遊客忠誠度的關聯性研究-
以墾丁民宿為例。國立高雄應用科技大學觀光與餐旅管理
研究所，高雄。
陳光華、陳乃嘉(2014)。影響美食部落格使用者產生顧客公民行
為之因素研究。觀光休閒暨餐旅產業永續經營學術研討會。
張慈芸(2008)。顧客參與網路購物聯合忠誠度方案之研究-以集點
王網路消費集點為例。國立台灣大學，台北市。
張清泉、吳志銘、賴宗佑、王慶堂(2012)。觀眾的運動涉入程度
對贊助企業品牌權益及購買意願之影響。運動與遊憩研究，
6(3)，80-94。
張書豪(2010)。顧客自發公民行為：個人對商店與銷售人員之多
層次分析。商略學報，2(2)，125-140。
曾瑞媛(2001)。手機產品創新、來源國效果、品牌權益與購買意
願關連性之研究。真理大學管理科學研究所，台北。
黃庭鍾、黃雯菁(2012)。醫護人員內部行銷、組織承諾、組織公
民行為與知覺組織支持關係之研究。中華管理評論，15(1),
1-20。
葉雯青(2011)。企業社會責任與關係連結對顧客公民行為之影響。
國立高雄第一科技大學行銷與流通管理研究所，高雄。
楊迎春、廖國鋒(2009)。探討品牌形象、通路型態與消費者特性
對品牌權益之影響-以女性內衣為例。紡織綜合研究期刊，
19(2)，54-67。
劉宴尚(2005)。探討企業建議網際網路對顧客關係影響之研究-
以服務業為例。中原大學國際貿易研究所，桃園。
鍾莉容(2008)。知覺組織支持、組織認同與服務導向組織公民行
為之研究-以某國際觀光旅館為例。國立高雄師範大學人力與
知識管理研究所，高雄。
顏如玉(2013)。台灣包包品牌得產業結構與品牌權益分析-以虛擬
通路為例。東海大學高階經營管理碩士在職專班，台中。
魏文欽、陳筱媛(2012)。影響品牌權益關鍵因素之實證研究。
International Journal of LISREL，5(1), 1-30。
戴有德，（2010）。國際觀光旅館員工組織公平、工作滿意度、組
織承諾與組織公民行為關係之研究。島嶼觀光研究，3(4)，
26-50，國立澎湖科技大學觀光休閒學院出版。
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