臺灣博碩士論文加值系統

本論文研究品牌形象、品牌知名度、品牌信任、品牌偏好、顧客認知價值、品牌忠誠度之關連性，並以筆記型電腦業者為例。分別以品牌各屬性對品牌偏好、品牌偏好對顧客認知價值和顧客認知價值對品牌忠誠度之影響做探討，並分別比較人口統計變項對品牌偏好和各變項之關聯性，及探討消費者對於筆記型電腦品牌的建立形象、偏好、認知價值到最終品牌的滿意程度，以擁有筆記型電腦者為研究對象，使用單因子變異數分析、因素分析和迴歸分析為研究工具，提供給各筆記型電腦品牌業者作為經營策略的成功要素及策略發展途徑上的範本依據。
研究結果顯示品牌各屬性皆對品牌偏好產生顯著影響，也進而影響顧客認知價值而形成最終決定的品牌忠誠度。華碩(ASUS)與宏碁(ACER)為最多，從最初的品牌形象、信任、知名度會影響偏好，最後影響顧客的品牌忠誠度。此外本研究以網路問卷為主，人口年齡層偏低，因此代表年齡層較低的民眾也會由於廣告、宣傳和品牌的影響，改變民眾對使用筆記型電腦的偏好。而購買筆記型電腦主力的年齡層集中在20-40歲之間，與本研究結論相符，因此本研究證實企業對該年齡層的民眾加以宣傳，即有機會獲得較高的忠誠度。

In this study the relationships between brand image, brand awareness, brand trust, brand preference, customers' perceived value, and brand loyalty were examined. Targeting at laptop manufacturers, the influences of each brand’s attributes on brand preference, brand preference on customers' perceived value, and customers' perceived value on brand loyalty are discussed, the relationships between demographic variables, brand preference, and other variables are also looked at, and consumers’ brand image, preference, perceived values, and ultimate satisfaction towards different brands of laptops are also analyzed. Owners of laptops, the subjects in this study, have been analyzed using one-way ANOVA, factor analysis, and regression analysis, and the findings serve as valuable references for laptop manufacturers’ successful management and decision-making.
The findings suggest that each brand attribute has significant influences on brand preference, and in turn affects customers' perceived value which ultimately shapes brand loyalty. The two most popular brands are Asus and Acer. Their initial brand image, reliability, and brand exposure affect not only brand preference but eventually their customers' loyalty. In addition, this study relies on online surveys and is targeted at younger age groups, suggesting that younger consumers’ preferences towards laptop computers are often affected by advertisements, promotions, and brands. Most people who purchase laptops are between 20 and 40 years of age – a finding that converges with our conclusion, supporting the idea that a company would have a better chance at gaining a higher level of customer loyalty by targeting their advertisements on the desired age groups.

目錄

中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 ix
1. 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 3
1.4 研究限制 4
1.5 研究架構 4
1.6 研究流程 5
2. 文獻探討 7
2.1 品牌形象探討 7
2.1.1 品牌形象定義 7
2.1.2 品牌形象衡量 9
2.2 品牌信任探討 13
2.2.1 品牌信任定義 13
2.2.2 品牌信任衡量 13
2.3 品牌知名度探討 14
2.3.1 品牌知名度定義 14
2.3.2 品牌知名度衡量 15
2.4 品牌偏好探討 16
2.4.1 品牌偏好定義 16
2.4.2 品牌偏好衡量 16
2.5 顧客認知價值 17
2.5.1 顧客認知價值定義 18
2.5.2 顧客認知價值衡量 18
2.6 品牌忠誠度探討 19
2.6.1 品牌忠誠度定義 20
2.6.2 品牌忠誠度衡量 22
2.7各變數相互關係 25
2.7.1 品牌形象和品牌知名度關係 25
2.7.2 品牌信任和品牌偏好關係 25
2.7.3 品牌形象和品牌忠誠度關係 25
2.7.4 品牌信任與品牌忠誠度關係 25
2.7.5 品牌知名度與品牌忠誠度關係 25
3. 研究方法 27
3.1 研究架構 27
3.2 研究假說 28
3.3 研究變項定義與衡量工具 29
3.3.1 品牌形象 29
3.3.2 品牌信任 29
3.3.3 品牌知名度 30
3.3.4 品牌偏好 30
3.3.5 顧客認知價值 31
3.3.6 品牌忠誠度 32
3.4 問卷設計 33
3.5 研究對象與抽樣 35
3.6 資料分析方法 36
3.6.1 人口統計變數 36
3.6.2 單因素變異數分析(One-Way ANOVA: Analysis of Variance) 36
3.6.3 迴歸分析 36
3.7 信度與效度 37
3.7.1 信度分析(Reliability Analysis) 37
3.7.2 效度 38
3.8 因素分析 39
4. 資料分析 40
4.1敘述性統計分析 40
4.1.1 人口變項結構分析 40
4.1.1.1 性別 40
4.1.1.2 年齡 41
4.1.1.3 教育程度 41
4.1.1.4 職業 42
4.1.1.5 每月收入 43
4.1.2 各品牌屬性變項之次數分配結構分析 44
4.1.2.1 品牌形象構面比較 44
4.1.2.2 品牌信任構面比較 45
4.1.2.3 品牌知名度構面比較 46
4.1.2.4 品牌偏好構面比較 46
4.1.2.5 品牌忠誠度構面比較 48
4.1.2.6 顧客認知價值構面比較 48
4.2 信度與效度分析 50
4.2.1 信度分析 50
4.2.2 效度分析 51
4.2.2.1 內容效度 51
4.2.2.2 建構效度 51
4.3 ANOVA分析 53
4.3.1 品牌形象與品牌偏好 ANOVA 分析 53
4.3.2 品牌信任與品牌偏好 ANOVA 分析 58
4.3.3 品牌知名度與品牌偏好 ANOVA 分析 61
4.3.4品牌偏好與顧客認知價值ANOVA 分析 64
4.4 因素分析 71
4.4.1 顧客認知價值之因素分析 71
4.4.2 品牌忠誠度之因素分析 72
4.5 迴歸分析 74
5. 結論與建議 75
5.1 研究結論 75
5.1.1 以人口統計變數進行有效市場區隔 75
5.1.2 品牌各屬性和品牌偏好的影響 75
5.1.3 品牌偏好、顧客認知價值和品牌忠誠度之間的影響 76
5.2 管理意涵 76
5.3 未來研究 78
參考文獻 79
附錄 87

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