臺灣博碩士論文加值系統

本研究目的旨在找出傳播工具與口碑效果對品牌權益的影響。在傳播工具部份依工具別，分別衡量各種不同傳播工具的傳播效果；口碑效果部份以口碑散播構面來衡量口碑效果；品牌權益部份則以品牌知名度、品牌忠誠度、知覺品質與品牌聯想來衡量品牌權益。研究方法以問卷的方式蒐集消費者的意見，再以SPSS軟體進行資料的分析。統計分析部份以迴歸分析、相關分析、信度分析及平均數分析，分別針對不同構面進行分析。

研究的結果發現如下：
1. 除知覺品質之外，口碑效果對於品牌權益各構面皆有顯著影響。
2. 口碑效果除了對品牌權益有直接影響，對於傳播工具也有中介影響。
3. 三種不同的傳播工具對於口碑效果皆有顯著影響。

目 錄

中文摘要.........................................................ii
英文摘要........................................................iii
誌謝..............................................................v
目錄.............................................................vi
表目錄...........................................................ix
圖目錄...........................................................xi
第一章 緒論......................................................1
1.1 研究動機................................................1
1.2 研究目的................................................3
1.3 研究範圍.....................................................3
1.4 研究流程.....................................................4
第二章 文獻探討..................................................5
2.1 品牌.....................................................5
2.1.1 品牌權益...........................................5
2.1.2 品牌權益的構面....................................10
2.1.3 品牌權益的衡量....................................19
2.1.4 品牌權益相關研究..................................23
2.2口碑.....................................................25
2.2.1 口碑的定義........................................25
2.2.2 口碑的重要性......................................29
2.2.3 口碑相關研究......................................32
2.3 行銷傳播工具...........................................34
2.3.1 傳播..............................................34
2.3.2 傳播工具的種類....................................34
2.3.3 傳播效果..........................................37
2.3.4 傳播效果理論......................................38
2.3.5 傳播相關研究......................................39
2.4 產業現況...............................................41
第三章 研究方法.................................................42
3.1 研究架構...............................................42
3.1.1 研究假說..........................................42
3.1.2 問卷設計..........................................45
3.2 操作性定義.............................................48
3.2.1 傳播工具..........................................48
3.2.2 口碑..............................................49
3.2.3 品牌權益..........................................49
3.2.4 消費者行為........................................51
3.3 統計方法...............................................51
3.3.1 調查對象..........................................51
3.3.2 抽樣方法..........................................51
3.3.3 統計工具..........................................51
第四章 資料分析..................................................52
4.1 信度與效度分析...............................................53
4.2 敘述性統計...................................................53
4.3 因素分析.....................................................55
4.4 相關分析.....................................................59
4.4.1 廣告部份...................................................60
4.4.2 公關部份...................................................61
4.4.3 人員銷售部份...............................................62
4.5 迴歸分析.....................................................62
4.5.1 對品牌知名度的影響變數.....................................63
4.5.2 對品牌忠誠度的影響變數.....................................65
4.5.3 對品牌聯想的影響變數.......................................67
4.5.4 對知覺品質的影響變數.......................................69
4.5.5 對口碑的影響變數...........................................71
4.6 變異數分析...................................................71
4.6.1 以品牌知名度為依變數.......................................72
4.6.2 以品牌忠誠度為依變數.......................................73
4.6.3 以品牌聯想為依變數.........................................74
4.6.4 以知覺品質為依變數.........................................75
4.7 平均數分析...................................................76
4.8 研究結果.....................................................81
第五章 結論與建議................................................85
5.1結論..........................................................85
5.2 研究限制與建議...............................................86
參考文獻.........................................................87
附錄.............................................................93




表目錄

表1.1 各品牌冷氣的品牌力分析表...................................2
表2.1 財務觀點品牌權益...........................................6
表2.2 行銷觀點品牌權益...........................................6
表2.3 綜合觀點品牌權益...........................................9
表2.4 品牌權益十要表............................................22
表2.5 品牌權益相關研究表........................................23
表2.6 口碑定義表................................................26
表2.7 口碑相關研究表............................................32
表2.8 傳播相關研究表............................................39
表3.1 問卷設計表................................................46
表3.2 傳播工具構面之操作性定義與衡量問項表......................48
表3.3 口碑構面之操作性定義與衡量問項表..........................49
表3.4 品牌權益構面之操作性定義與衡量問項表......................49
表4-1 信度表....................................................53
表4-2 受訪者基本資料表..........................................54
表4-3 受訪者選擇品牌表..........................................55
表4-4 傳播工具主成份表..........................................55
表4-5 口碑部份主成份表..........................................57
表4-6 品牌權益部份主成份表......................................58
表4-7 廣告與品牌權益各構面關係表................................60
表4-8 公關與品牌權益構面相關表..................................61
表4-9 人員銷售與品牌權益各構面相關表............................62
表4-10 品牌知名度迴歸模型表-加入口碑影響........................63
表4-11 品牌知名度迴歸模型-未加入口碑影響........................64
表4-12 品牌忠誠度迴歸模型-加入口碑影響..........................65
表4-13 品牌忠誠度迴歸模型-未加入口碑影響........................66
表4-14 品牌聯想迴歸模型-加入口碑影響............................67
表4-15 品牌聯想迴歸模型-未加入口碑影響..........................68
表4-16 知覺品質迴歸模型-加入口碑影響............................69
表4-17 知覺品質迴歸模型-未加入口碑影響..........................70
表4-18 口碑效果迴歸模型.........................................71
表4-19 變異數分析表-以品牌知名度為依變數........................72
表4-20 變異數分析表-以品牌忠誠度為依變數........................73
表4-21 變異數分析表-以品牌聯想為依變數..........................74
表4-22 變異數分析表-以知覺品質為依變數..........................75
表4-23 各品牌權益與傳播工具差異表1..............................76
表4-24 各品牌權益與傳播工具差異表2..............................77
表4-25 各品牌權益與傳播工具差異表3..............................78
表4-26 各品牌權益與傳播工具差異表4..............................79
表4-27 各品牌權益與傳播工具差異表5..............................80
表4-28 各品牌權益與傳播工具差異表6..............................81
表4-29 研究假設表...............................................82





圖目錄

圖1.1 研究流程圖.................................................4
圖2.1 品牌權益構面圖............................................13
圖2.2 品牌知識構面圖............................................16
圖2.3 品牌權益之決定因素圖......................................18
圖2.4 口碑效果與企業績效的關係圖................................30
圖2.5 傳播效果的四個環節圖......................................37
圖3.1 研究架構圖................................................42

參考文獻
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