臺灣博碩士論文加值系統

過去行銷領域的研究對於品牌忠誠和購買意願之影響因素長期以來均將焦點置於滿足或提升外部顧客之需求，同樣的概念延伸到被視為內部顧客的組織員工上是否亦能得到相同驗證，亦即當集團企業員工對任職組織有正面態度時，對企業所提供之產品或服務是否同樣能產生高度品牌忠誠與購買意願，為本研究主要動機。
本研究旨在探討集團企業員工組織承諾、品牌忠誠與購買意願間之關係。以長庚大學與技術學院教職員工為研究對象，探討員工組織承諾對台塑生醫及長庚生技產品之品牌忠誠和購買意願之影響。研究方法採問卷調查，並以線性結構方程模式（SEM）進行資料分析，得出結果如下：
1）長庚教職員工組織承諾愈高，對台塑生醫及長庚生技產品購買意願愈高。意即集團企業員工組織承諾愈高，對企業所生產之產品購買意願愈高，故組織承諾與購買意願有正向關係。
2）長庚教職員工組織承諾愈高，對台塑生醫及長庚生技之品牌忠誠度愈高。意即集團企業員工組織承諾愈高，對企業之品牌忠誠度愈高，故組織承諾與品牌忠誠具有正向關係。
3）長庚教職員工對台塑生醫及長庚生技之品牌忠誠度愈高，對其產品購買意願也愈高。意即集團企業員工對企業之品牌忠誠愈高，對其生產之產品購買意願愈高，故品牌忠誠與購買意願具有正向關係。
由研究結果可知組織承諾對於企業品牌忠誠與產品購買意願亦有正向幫助。集團企業除致力於提高員工組織承諾外，行銷部門亦可將公司員工視為內部顧客用心經營，使員工成為公司產品最好的行銷者，達成員工與組織雙贏之局。

Past research in the field of marketing for the brand loyalty and purchase intention of influencing factors will be the focus of a long period of time at or upgrading to meet the needs of external customers, the same concept has been extended to internal customers as employees of the organization whether the same relationship can be verified: within a business groups, employees have a positive attitude provided the enterprises products or services weather produce the high tendency of brand loyalty and purchase intention to be the main motive for this study.
The purpose of this study is to work on the relationship among business groups employees’ organizational commitment, brand loyalty and purchase intentions. To Chang Gung University and Technical College faculty for the study subjects then explore the commitment of faculty and the impact of brand loyalty and purchase intention with FORMOSA biomedical and Chang Gung biotechnological products. Mining survey on-line research methods, and linear structural equation modeling (SEM) for data analysis, the results are as follows:
1) Chang Gung Faculty have the higher organizational commitment, the higher purchase intention with FORMOSA biomedical and Chang Gung biotechnological products. Implied that the higher organizational commitment of employees within business groups, the higher purchase intentions to buy products produced by business groups, it’s the positive relationship between the organizational commitment and purchase intentions.
2) Chang Gung Faculty have the higher organizational commitment, the higher brand loyalty with FORMOSA biomedical and Chang Gung biotechnological. Implied that the higher organizational commitment of employees within business groups, the higher brand loyalty for the business groups, it’s the positive relationship between the organizational commitment and brand loyalty.
3) Chang Gung Faculty have the higher brand loyalty with FORMOSA biomedical and Chang Gung biotechnological, the higher purchase intention with FORMOSA biomedical and Chang Gung biotechnological products. Implied that the higher organizational commitment of employees within business groups, the higher purchase intentions to buy products produced by business groups, it’s the positive relationship between the brand loyalty and purchase intentions.
Research results indicate that organizational commitment positive toward the brand loyalty and purchase intentions. In addition to the business groups committed to improving organizational commitment of staff, the marketer can consider employees as internal customers to maintain a good relationship which enables employees to be the best marketers and reach a win-win situation for both the employees and the organization

目 錄
誌謝…………………………….………………………………..…………….…… iv
中文摘要………………………..…………..………..…………...…........v
ABSTRACT……………………………...……………………..………..……….vi
目錄………………………………………………………………………..……….viii
圖目錄…………………………..……………………………………..…………….xi
表目錄………………………………………………………………….……...…….xii
第一章　緒論……………………………….…………………………………......1
第一節 研究背景及動機……………….………………..…...…………………..1
第二節 研究目的與研究問題………….……………………..………………..3
第二章 文獻回顧…………………………...….………………………………...5
第一節 組織承諾……..………………….……………………..………………5
一、 組織承諾之意涵……………….………………………..………......5
二、 組織承諾之相關研究…………….……….…………………......……...6
第二節 品牌與品牌忠誠…………………….…...…….…………………….12
一、 品牌之意涵……………………………………......………………..12
二、 品牌忠誠之意涵……………………………...…...………………..12
三、 品牌忠誠之相關研究……………………...………...……………..15
第三節 購買意願….……………………………...……………………………18
一、 購買意願之意涵……………………………….....…...……………....18
二、 購買意願之影響因素…………………..….....……...………………..18
第四節 台塑集團企業簡介………………………………...………………..23
第五節 假說建立…………………………………………...……………..…25
一、組織承諾與購買意願假說………………….....……...………...………25
二、組織承諾與品牌忠誠假說…………………......……..……...…………25
三、品牌忠誠與購買意願假說………………….........………………………27
第三章 研究設計………………………………………….………….…………..29
第一節 研究架構…….…………………………………….………….29
第二節 研究對象…………….……………………………….……….29
一、樣本選擇………………………………….……………30
二、產品選取…………………………….…………………30
第三節 問卷設計………………………………………………………..30
第四節 資料收集……………………………………………….……….33
第五節 資料分析………………………………………….…………….34
一、信度效度分析……………………………….…………34
二、模式建立………………………………….……………35
第四章 研究結果…………………………………………..……...…………….37
第一節 信度效度檢驗……..……………………..……………………37
一、效度分析…….…………………………….………...37
二、信度分析……….……………………..……………..44
第二節 樣本敘述性統計分析…………………………...…………...46
第三節 假設驗證……………………………………...……………...50
一、組織承諾與購買意願關係驗證結果………..………..51
二、組織承諾與品牌忠誠關係驗證結果………………....52
三、品牌忠誠與購買意願關係驗證結果………….…………53
第四節 變異數分析…………………………...................54
第五章 結論與建議……………………....…………………………………………59
第一節 結論……...…………………………………………...…...59
第二節 建議………………………………………….…………………..60
第三節 研究限制與未來研究建議………………......…………………………..62
參考文獻……………………………………………....………………………………64
附錄…………………………………………………....………………………………75

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