臺灣博碩士論文加值系統

本研究旨在探討使用中華電信品牌之消費者在品牌形象、購買意願、從眾意願對品牌忠誠度之影響，乃透過立意抽樣方式進行問卷調查，總計發放470份問卷，回收問卷為451份，有效問卷共443份，有效回收率為94.2%；再以描述性統計、皮爾森相關分析法、迴歸分析與階層迴歸分析等統計方式進行分析，以瞭解使用中華電信品牌之消費者對品牌形象、購買意願、從眾意願與品牌忠誠度之影響，同時可提供相關電信業者作為參考。
本研究發現品牌形象對品牌忠誠度具有顯著正向影響，而品牌形象對於購買意願具有正向顯著影響，購買意願對品牌忠誠度亦具有正向顯著影響。由此可知使用中華電信品牌之消費者心中對中華電信品牌形象愈好，購買意願愈高，品牌忠誠度也愈高；而消費者購買意願愈高，品牌忠誠度亦會愈高；本研究亦證實從眾行為「群體特性」、「情境特性」對品牌形象與品牌忠誠度間確實存有干擾效果，簡言之，使用中華電信品牌消費者受到從眾行為影響程度高低在品牌形象與品牌忠誠度間是具有影響力的。

The purpose of this study is to explore the influence from Brand Image, Purchase Intention, and Conformity Behavior on Brand Loyalty of the consumers in CHUNGHWA TELECOM. Through purposive sampling, 470 questionnaires were issued, and 451 questionnaires were responded, including 443 valid ones. The effective response rate is 94.2%. By ways of descriptive statistics, Pearson Correlation Analysis, Regression Analysis and Hierarchical Regression Analysis, this study tries to know the influence from Brand Image, Purchase Intention and Conformity Behavior on Brand Loyalty of the consumers in CHUNGHWA TELECOM, which also provides a reference for mobile communication companies concerned.

The results showed that consumers’ Brand Image has a significant influence on Brand Loyalty, and Brand Image has a significant influence on Purchase Intention. In addition, the consumers’ Purchase Intention also has a significant influence on Brand Loyalty. From this, we can know the better consumers’ Brand Image in CHUNGHWA TELECOM, the higher their Purchase Intention and Brand Loyalty will be. If the higher consumers’ Purchase Intention is, the higher Brand Loyalty will be. Besides, this study also proved that “Group Properties” and “Situational Properties” in Conformity Behavior do have a disturbance to consumers’ Brand Image and Brand Loyalty. In sum, the degree of Conformity Behavior of consumers in CHUNGHWA TELECOM has an influence on Brand Image and Brand Loyalty.

摘要... I
Abstract... II
謝 誌... III
目錄... IV
表目錄... VIII
圖目錄... X
第一章　緒論... 1
1-1 研究背景與動機... 1
1-2 研究目的... 4
1-3 名詞解釋... 4
1-3.1 品牌形象(Brand Image)... 4
1-3.2 品牌忠誠度(Brand Loyalty)... 4
1-3.3 購買意願(Purchase Intention)... 4
1-3.4 從眾行為(Conformity Behavior)... 4
1-4 研究流程... 4
1-4.1 說明研究動機與目的... 5
1-4.2 文獻探討... 5
1-4.3 確立研究架構... 5
1-4.4 實證研究... 5
1-4.5 研究分析結果... 5
1-4.6 結論與建議... 5
第二章　文獻探討... 7
2-1 品牌形象... 7
2-1.1 品牌... 7
2-1.2 品牌形象... 9
2-1.3 品牌形象的衡量... 12
2-1.4 小結... 14
2-2 品牌忠誠度... 14
2-2.1 品牌忠誠度的定義... 14
2-2.2 品牌忠誠度的衡量... 18
2-2.3 小結... 21
2-3 購買意願... 22
2-3.1 購買意願定義... 22
2-3.2 購買意願之衡量... 24
2-3.3 小結... 26
2-4 從眾行為... 26
2-4.1 從眾的定義... 27
2-4.2　從眾行為之衡量... 28
2-4-3 小結... 32
2-5 品牌形象、購買意願、從眾行為與品牌忠誠度相關研究... 33
2-5-1 品牌形象與品牌忠誠度相關研究... 33
2-5-2 品牌形象與購買意願相關研究... 33
2-5-3 購買意願與品牌忠誠度相關研究... 34
2-5-4 從眾行為在品牌形象與品牌忠誠度之干擾相關研究... 34
第三章　研究方法... 35
3-1 研究架構... 35
3-2 研究假設... 36
3-3 研究對象與抽樣方法... 36
3-4 研究工具... 36
3-5 研究變數操作型定義... 37
3-6 問卷設計與信效度分析... 38
3-6.1 問卷設計... 38
3-7 預試問卷分析... 43
3-7.1 預試量表之信度分析... 43
3-8 資料分析方法... 44
第四章 研究結果與分析... 46
4-1 正式量表信度分析... 46
4-2 人口統計變數資料分析... 47
4-2.1 使用中華電信品牌之消費者人口統計變項... 48
4-2.2　消費者使用中華電信之產品統計... 50
4-3 研究架構各變項之相關分析... 51
4-4 品牌形象、購買意願、從眾行為與品牌忠誠度之迴歸分析... 53
4-4.1 品牌形象對品牌忠誠度之迴歸預測分析... 53
4-4.2 品牌形象對購買意願之迴歸預測分析... 54
4-4.3 購買意願對品牌忠誠度之迴歸預測分析... 55
4-5 從眾行為干擾效果-階層迴歸預測分析... 56
4-5.1 從眾行為對品牌形象與品牌忠誠度間之干擾效果... 56
第五章　結論與建議... 59
5-1 研究結論... 59
5-2 研究建議與限制... 60
5-2.1 實務建議... 60
5-2.2　後續研究之建議... 62
5-2.3 研究限制... 63
參考文獻... 64
附錄一 研究問卷... 77

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