臺灣博碩士論文加值系統

近年來，隨著高雄市經濟的發展與城市整體的革新，吸引數十家百貨公司於高雄市設立據點營業，經統計，目前設立於高雄市的數十家百貨公司，其100年度的總營業額高達333億元，創下高雄歷年新高紀錄，其中以高雄漢神百貨的84億元蟬聯龍頭，而漢神巨蛋則以77億元營業額奪得高雄市百貨業第二名，若以一個城市中的百貨公司密度而言，高雄市的百貨業可謂全台灣競爭最激烈的地區。
本研究主要以高雄市的百貨公司家用樓層消費者為研究對象，主要是進行調查品牌知識對顧客價值與再購意願相關性之研究。本研究於抽樣對象方面，是採取便利抽樣的方式進行，針對2010年1月份至8月份總營業額，依高雄市百貨公司營業額佔比25.3%排名第一名的漢神百貨與佔比25.3%同名次的漢神巨蛋，進入漢神百貨與漢神巨蛋家用樓層內參觀或購買的消費者進行發放問卷調查，共發出400份問卷（漢神巨蛋250份，漢神百貨150份），扣除填答不完整與有結構性偏差的問卷，實際回收之有效問卷為345份（漢神巨蛋240份，漢神百貨105份），有效回收率為86％，並採用Likert五點尺度衡量，探討品牌知識對顧客價值與再購意願之相關性。
經本研究實證結果發現，在人口統計變數上的分佈情形以女性281人居多（佔81.4%），年齡以31~40歲居多（佔42.9%），受測者婚姻狀況為未婚201人（佔58.3%）居多，教育程度以大學(專)居多（佔49%），職業以服務業為最多（佔71.9%），居住地以高雄市為最多（佔91%），受測者平均每月收入以2~4萬為大多數（佔74.8%），在百貨停留時間以2~3小時為大多數（佔34.8%），到百貨公司消費，得知在活動促銷為大多數（佔38.8%），每次平均消費，得知在3001~5000元為大多數（佔32.2%），而最少為1000元以內（佔4.9%）。研究發現，針對受測者對品牌知識與顧客價值及再購意願、顧客價值與品牌知識及再購意願、再購意願與品牌知識及顧客價值之迴歸分析顯示，三大構面p值均呈現.000，故有顯著正相關。唯有在不同消費金額之品牌知識、顧客價值、再購意願的認知上，僅有品牌知識呈現無顯著性差異。因此，唯有良好的服務並能為顧客創造顧客的價值才會對企業產生忠誠度，進而影響到顧客再購意願。

Background: With the Kaohsiung City's economic development and innovation of the whole city, attracting lots of department stores to establish in Kaohsiung City. According to the statistics, the total turnover of the department stores which are established in Kaohsiung City up to NT$ 33.3 billion, hitting a new record high in Kaohsiung City. Hanshin Department Store reelection leading Hanshin Arena are 77 million turnover won the Kaohsiung City Department Stores industry in the second, if the density of a city department store in Kaohsiung City departmentthe industry has the most competitive areas in Taiwan.
Methods: This study examines the floors of department stores, home appliances consumers in Kaohsiung for the study, mainly carried out a survey of brand knowledge on customer value and repurchase intentions. Target sample was collected from 345 customers (Hanshin Arena 240 Hanshin Department Store 105), the effective recovery rate of 86%, and Likert five-point scale to measure the relationship between brand knowledge on customer value and repurchase intentions.
Study results found the majority of demographic variables, the distribution of the case to the women 281 people (accounting for 81.4%), age 31 to 40 years of age the majority (accounting for 42.9%), by measured by marital status for unmarried 201 (58.3%) in the level of education to the University (College) the majority (49%), occupation up to a service (71.9%), place of residence to a maximum of Kaohsiung (91%), by measuring the average monthly income 2 ~ 40 000 (74.8%), department stores stay 2 to 3 hours for the majority (34.8%), to the department store consumer, that the activities of promotion for the majority (38.8%), each time the average consumer, that in NT$3001 ~ 5000 for the majority (32.2%), but at least (4.9%) less than NT$1000. We also found that for the subjects of brand knowledge and customer value and repurchase intentions, customer value and brand knowledge, and repeat purchase intention, purchase intentions and brand knowledge and customer value regression analysis showed that the three dimensions of the p-value .000. Only knowledge of the different amount of consumer brand knowledge, customer value, repeat purchase intention, the only brand of knowledge representation was no significant difference. Therefore, the only good service and for customers to create customer value generates loyalty, thereby affecting the customer repeat purchase intention.

第一章 緒論
第一節 研究動機與背景1
第二節 研究目的4
第三節 研究範圍5
第四節 研究流程與架構6
第二章 文獻探討
第一節 百貨公司之意涵及介紹7
第二節 品牌知識21
第三節 顧客價值30
第四節 再購意願37
第五節 研究架構42
第三章 研究方法
第一節 問卷設計45
第二節 問卷預測與信度分析50
第三節 研究對象55
第四節 問卷抽樣設計55
第五節 資料分析方法56
第四章 研究結果
第一節 基本資料分析58
第二節 各構面問項之敘述性分析65
第三節 信度分析70
第四節 樣本特性差異分71
第五節 相關檢定分析83
第六節 複迴歸檢定分析84
第七節 實證結果彙整85
第五章 結論與建議
第一節 研究結論90
第二節 管理的意涵92
第三節 研究限制與後續研究建議94
參考文獻
中文部分96
外文部份98
附錄
附錄 正式問卷105
表次
表1-1 我國綜合商品零售業營業統計表2
表1-2 2010年1~8月高雄市百貨業績排名3
表2-1 高雄百貨業發展簡述17
表2-2 品牌之定義22
表2-3 顧客價值之定義彙整32
表2-4 再購意願之彙整38
表2-5 再購意願之衡量構面表41
表2-6 研究假說彙整表44
表3-1 問卷設計：品牌知識之衡量46
表3-2 問卷設計：顧客價值之衡量47
表3-3 問卷設計：再購意願之衡量48
表3-4 問卷設計：個人基本資料變數與問卷項目分類49
表3-5 品牌知識構面衡量表51
表3-6 顧客價值構面衡量表52
表3-7 再購意願面衡量表53
表3-8 預測問卷各構面之信度檢定值表54
表4-1 樣本基本資料描述性分析61
表4-2 品牌知識構面問項之平均數與標準差66
表4-3 顧客價值構面問項之平均數與標準差67
表4-4 再購意願構面問項之平均數與標準差69
表4-5 研究變數各構面之信度分析70
表4-6 漢神百貨與漢神巨蛋在各構面認知差異一覽表71
表4-7 不同性別在各構面認知差異一覽表72
表4-8 不同婚姻在各構面認知差異一覽表73
表4-9 不同年齡在各構面認知差異一覽表74
表4-10 不同教育程度在各構面認知差異一覽表75
表4-11 不同職業在各構面認知差異一覽表76
表4-12 不同居住地在各構面認知差異一覽表77
表4-13 不同平均收入在各構面認知差異一覽表78
表4-14 不同購物停留時間在各構面認知差異一覽表79
表4-15 不同購物需求在各構面認知差異一覽表80
表4-16 不同消費金額在各構面認知差異一覽表81
表4-17 品牌知識、顧客價值與再購意願之相關係數矩陣83
表4-18 再購意願與品牌知識及顧客價值之迴歸分析摘要84
表4-19 本研究假設與驗證結果之彙整總表89
圖次
圖1-1 研究流程圖6
圖2-1 高雄市百貨位置分佈圖15
圖2-2 keller 的品牌知識架構圖24
圖2-3 Park, Jaworski and MacInnis 的品牌形象概念圖28
圖2-4 顧客價值地圖31
圖2-5 顧客價值衡量模式34
圖2-6 顧客知覺價值價值構成圖36
圖2-7 研究架構圖42

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