臺灣博碩士論文加值系統

　　在競爭激烈的化妝品市場中，如何獲得消費者的青睞、提升消費者對品牌的忠誠度是影響化妝品業者經營與發展的關鍵因素。本研究從消費者的角度來探討「顧客價值」、「企業形象」、「品牌權益」等變數對於化妝品「品牌信任」與「品牌認同」的影響。並進一步探討品牌信任、品牌認同與「品牌忠誠」之間的關係。研究對象為18歲至50歲的一般消費者，總共在南部地區發放450份問卷。問卷回收後，利用結構方程模式（SEM）來進行相關檢測。
　　研究結果顯示，顧客價值構面中功能價值、社會價值等變數，對於品牌信任有顯著正相關；功能價值、享樂價值、社會價值等變數，對於品牌認同有顯著正相關。企業形象構面中的企業聲望、GMP認證、社會公益等變數，對於品牌信任有顯著正相關；GMP認證、社會公益等變數對於品牌認同有顯著正相關。品牌權益構面中的品牌聯想、知覺品質等變數，對於品牌信任有顯著正相關；品牌聯想對於品牌認同有顯著正相關。中介變項中的品牌信任會正向影響品牌忠誠度。
　　本研究對於學術性的貢獻，能幫助行銷領域學者發現新的研究方向；在實務上，可以提供有意發展化妝品品牌的業者有用的資訊，讓他們能透過成功的品牌建立，進而提高顧客的忠誠度。

　　Competition among the cosmetic industry is fierce; therefore, earning consumer’s favor and enhancing brand loyalty have become the key elements in corporate management and development. By studying from consumer’s viewpoint, this research attempts to investigate the influences of customer value, corporate image and brand equity on brand trust and brand identification, and further examines the relationships among brand trust, brand identification and brand loyalty. Research subjects are general consumers aged 18 to 50, and more than 450 copies of questionnaires are retrieved from the southern Taiwan region, and are analyzed by using Structural Equation Modeling (SEM).
　　The results show that utilitarian value and social value of customer value have significantly positive effects on brand trust, while utilitarian value, hedonic value and social value have significantly positive impacts on brand identification. Besides, constructs of corporate image, including corporate reputation, GMP authentication and philanthropy behavior are indicated to be positively associated with brand trust; while GMP authentication and philanthropy are shown to be positively related to brand identification. The findings also demonstrate that brand association and perceived quality of brand equity have significantly positive impacts on brand trust; while brand association has significant positive effects on brand identification. Furthermore, brand trust is found to have significantly positive influence on brand loyalty.

中文摘要----------------------------------------------------------------------------------- Ⅰ
英文摘要----------------------------------------------------------------------------------- Ⅱ
致謝-------------------------------------------------------------------------------------- Ⅲ
目錄-------------------------------------------------------------------------------------- Ⅳ
圖目錄-------------------------------------------------------------------------------------IX
表目錄------------------------------------------------------------------------------------- X
第一章　緒論-------------------------------------------------------------------------------- 1
1.1　研究背景------------------------------------------------------------------------------ 1
1.2　研究動機------------------------------------------------------------------------------- 2
1.3　研究目的------------------------------------------------------------------------------- 3
1.4　研究流程------------------------------------------------------------------------------- 4
第二章　文獻探討----------------------------------------------------------------------------- 5
2.1　品牌理論綜述---------------------------------------------------------------------------- 5
2.2　顧客價值------------------------------------------------------------------------------ 10
2.2.1 顧客價值的定義----------------------------------------------------------------------- 10
2.2.2 顧客價值的內涵與影響------------------------------------------------------------------ 13
2.2.3 顧客價值的衡量構面-------------------------------------------------------------------- 16
2.2.4 顧客價值與品牌信任之關係--------------------------------------------------------------- 22
2.2.5 顧客價值與品牌認同之關係--------------------------------------------------------------- 22
2.2.4小結---------------------------------------------------------------------------------- 23
2.3　企業形象------------------------------------------------------------------------------- 24
2.3.1 企業形象的定義------------------------------------------------------------------------ 24
2.3.2 企業形象的意涵------------------------------------------------------------------------ 26
2.3.3 企業形象的衡量構面--------------------------------------------------------------------- 27
2.3.4 企業形象與品牌信任之關係---------------------------------------------------------------- 31
2.3.5 企業形象與品牌認同之關係---------------------------------------------------------------- 32
2.3.6 小結--------------------------------------------------------------------------------- 33
2.4　品牌權益------------------------------------------------------------------------------- 34
2.4.1 品牌權益的定義------------------------------------------------------------------------- 34
2.4.2 品牌權益的意涵------------------------------------------------------------------------- 36
2.4.3 品牌權益的衡量構面--------------------------------------------------------------------- 41
2.4.4 品牌權益與品牌信任之關係---------------------------------------------------------------- 46
2.4.5 品牌權益與品牌認同之關係---------------------------------------------------------------- 46
2.4.6 小結--------------------------------------------------------------------------------- 47
2.5　品牌信任--------------------------------------------------------------------------------48
2.5.1牌信任的定義與意涵---------------------------------------------------------------------- 48
2.5.2 品牌信任的衡量構面----------------------------------------------------------------------52
2.5.3 品牌信任與品牌忠誠之關係---------------------------------------------------------------- 52
2.5.4 小結--------------------------------------------------------------------------------- 52
2.6　品牌認同--------------------------------------------------------------------------------53
2.6.1品牌認同的定義與意涵--------------------------------------------------------------------- 53
2.6.2 品牌認同的衡量構面--------------------------------------------------------------------- 54
2.6.3 品牌認同與品牌忠誠之關係---------------------------------------------------------------- 57
2.6.4小結---------------------------------------------------------------------------------- 58
2.7　品牌忠誠------------------------------------------------------------------------------- 59
2.7.1 品牌忠誠的定義與意涵-------------------------------------------------------------------- 59
2.7.2 品牌忠誠的衡量構面---------------------------------------------------------------------- 62
2.7.3小結----------------------------------------------------------------------------------- 63
第三章　研究方法------------------------------------------------------------------------------ 64
3.1　研究架構-------------------------------------------------------------------------------- 64
3.2　研究假設-------------------------------------------------------------------------------- 65
3.3　操作性定義及問卷設計---------------------------------------------------------------------- 67
3.3.1顧客價值操作性定義及問項------------------------------------------------------------------ 67
3.3.2 企業形象操作性定義及問項----------------------------------------------------------------- 70
3.3.3 品牌權益操作性定義及問項----------------------------------------------------------------- 73
3.3.4 品牌信任操作性定義及問項----------------------------------------------------------------- 75
3.3.5 品牌認同操作性定義及問項----------------------------------------------------------------- 76
3.3.6 品牌忠誠操作性定義及問項----------------------------------------------------------------- 76
3.3.7 前側分析------------------------------------------------------------------------------- 77
3.4研究對象與抽樣設計-------------------------------------------------------------------------- 78
3.4.1 研究對象------------------------------------------------------------------------------- 78
3.4.2 抽樣方法--------------------------------------------------------------------------------78
3.4.3 問卷蒐集與回收分析------------------------------------------------------------------------78
第四章　研究結果分析----------------------------------------------------------------------------79
4.1敘述統計分析--------------------------------------------------------------------------------79
4.1.1樣本結構之次數分配-------------------------------------------------------------------------79
4.2 驗證性因素分析-----------------------------------------------------------------------------83
4.2.1信度分析---------------------------------------------------------------------------------83
4.2.2效度分析---------------------------------------------------------------------------------84
4.3 迴歸路徑分析------------------------------------------------------------------------------93
4.3.1顧客價值對品牌信任之多元迴歸分析-------------------------------------------------------------93
4.3.2顧客價值對品牌認同之多元迴歸分析-------------------------------------------------------------94
4.3.3企業形象對品牌信任之多元迴歸分析-------------------------------------------------------------95
4.3.4企業形象對品牌認同之多元迴歸分析-------------------------------------------------------------96
4.3.5品牌權益對品牌信任之多元迴歸分析-------------------------------------------------------------97
4.3.6品牌權益對品牌認同之多元迴歸分析-------------------------------------------------------------98
4.3.7品牌信任與認同對品牌忠誠之多元迴歸分析--------------------------------------------------------99
4.4結構模式之路徑係數與假說驗證-----------------------------------------------------------------100
第五章　結論與建議----------------------------------------------------------------------------101
5.1研究結果與討論-----------------------------------------------------------------------------101
5.1.1 顧客價值對於品牌信任之相關性--------------------------------------------------------------101
5.1.2 顧客價值對於品牌認同之相關性--------------------------------------------------------------102
5.1.3 企業形象對於品牌信任之相關性--------------------------------------------------------------103
5.1.4 企業形象對於品牌認同之相關性--------------------------------------------------------------104
5.1.5 品牌權益對於品牌信任之相關性--------------------------------------------------------------106
5.1.6 品牌權益對於品牌認同之相關性--------------------------------------------------------------107
5.1.7 品牌信任對於品牌忠誠之相關性--------------------------------------------------------------108
5.1.8 品牌認同對於品牌忠誠之相關性--------------------------------------------------------------108
5.2 學術貢獻---------------------------------------------------------------------------------110
5.3 管理意涵---------------------------------------------------------------------------------113
5.4 研究限制與後續研究建議----------------------------------------------------------------------114
5.4.1 研究限制--------------------------------------------------------------------------------114
5.3.2 後續研究建議-----------------------------------------------------------------------------115
參考文獻--------------------------------------------------------------------------------------116
附錄一、研究問卷--------------------------------------------------------------------------------129

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