臺灣博碩士論文加值系統

隱形眼鏡因受醫療法規之規範，產品製造牽涉之範圍亦廣，造成產業進入門檻高，遂成為一被國際品牌寡佔之特殊產業。近年來，隨著隱形眼鏡產品的普及及國際品牌大廠的大力行銷，拋棄式隱形眼鏡產品已成為市場主流，並且是許多人日常生活的必需品。
由於台灣近視人口眾多，且衛生署於2003年開放日拋式產品之廣告限制，致使各國際品牌廠商全力投入廣告行銷，不僅希望藉此擴大台灣市場，亦希望贏得台灣市場的市佔率。有別於上述進口品牌透過媒體廣告，大力推展品牌知名度之行銷策略，國內第一大製造商精華光學，以自有品牌Ticon®(帝康)，憑藉著優良的產品品質，低廉的價格及貼近市場的銷售服務，採取穩紮穩打的方式，抓住台灣市場零售導向的通路力量，與各眼鏡通路商建立彼此互利的伙伴關係，在不借助媒體廣告的力量下，逐步滲透市場，亦在國際品牌環伺下，在台灣隱形眼鏡市場佔有一席之地。
本研究以問卷調查的實證研究方式，輔以專家訪談之質化資料，探討台灣拋棄式隱形眼鏡品牌如何建立忠誠度。研究結果發現：購買動機與教育程度有顯著相關，品牌投入與知覺風險有顯著負相關、品牌投入與顧客滿意度有顯著正相關、知覺風險之功能風險與顧客滿意度及品牌忠誠度有顯著負相關、顧客滿意度與品牌忠誠度有顯著正相關、人口統計變數則僅有少部分與各構面有顯著相關。

For contact lens, a medical device, there are regulations of different areas should be complied with. The manufacturing of contact lens concerns with wild ranges of fields and the entry barrier is high. These lead it become an oligopoly market and is dominated by four major brands of Johnson & Johnson, CIBA Vision, Cooper Vision and Bausch & Lomb. In recent years, with the promotion of the above mentioned brands as well as contact lenses get popular, the disposable contact lens has become the master stream of the market and one of daily necessities of common people.
Since there are many people with myopia in Taiwan and also Ministry of Health release the limitation of advertisement of daily disposable contact lens from 2003, those brand companies concentrate on the advertising to extend the Taiwan market and obtain bigger market share. Not like those brand companies use the media strategies to great extend the brand awareness in Taiwan market, St. Shine Optical, the biggest contact lens manufacturer in Taiwan with its own brand “Ticon”, enters the market step by step and holds it’s space in the Taiwan market under those brand companies depending on excellent quality, lower price, service pressing close to the market and establishing the mutual beneficial partnership with optical channels, but without media.
Through the method of questionnaire survey and in-depth interview of professional, this study tries to treats how to establish the brand loyalty of Taiwan brand disposable contact lens. The conclusion showed that：
1.Educational level has significant influence on purchase motive.
2.Brand input has significant influence on customer satisfaction but negative influence on perceived risk.
3.Brand loyalty has significant influence on customer satisfaction.
4.Functioned risk of perceived risk has negative influence on brand loyalty and customer satisfaction.
5.Population statistic variables only have little influence with other aspects.

圖目錄 i
表目錄 ii
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 產業概況 6
第二節 品牌投入 9
第三節 知覺風險 14
第四節 顧客滿意度 17
第五節 品牌忠誠度 20
第六節 人口統計變數 22
第七節 各構面間之關係 22
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假設 27
第三節 研究變數操作性定義與衡量 28
第四節 資料收集方法 31
第五節 資料分析方法 32
第四章 資料分析 35
第一節 樣本資料之敘述性分析 35
第二節 問卷之信度分析 41
第三節 各構面之因素分析 43
第四節 人口統計變數對各面之分析 46
第五節 各研究變項之關聯性分析 49
第六節 研究架構整體模式分析 58
第七節 專家訪談 63
第五章 結論與建議 66
第一節 研究發現與結論 66
第二節 實務上的建議 69
第三節 研究限制及後續研究建議 71

參考文獻 73
附錄一：研究問卷 77
附錄二：專家訪談紀錄 80
附錄三：行政院主計處人口統計資料 82

【中文部分】
1.財政部關稅總局統計資料庫 http://web.customs.gov.tw/statistic/statistic/statisticList.asp
2.行政院主計處統計資料庫
http://www.dgbas.gov.tw/ct.asp?xItem=15408&CtNode=4594
3.宋向陽(1995)，消費者知覺風險與降低風險策略關連性之研究-以台北市地區民眾自用小汽車之購買決策為例，交通大學。
4.李雙華(1997)，網路購物消費者降低知覺風險之研究，大葉大學。
5.張紹勳、林秀娟，SPSS FOR WINDOWS 統計分析，松崗書局，民國88年。
6.陳廣山(2000)，人格特質與人口統計變數對網路購物知覺風險、降低知覺風險策略之影響，交通大學。
7.姜定宇、虞邦祥與陳至芸譯(2004)，Foxall, G., Goldsmith, R. & Brown, S.著，Consumer Psychology for Marketing，新加坡：亞洲湯姆生國際。
8.林翠瑩(2004)，品牌形象、品牌關係品質與品牌忠誠度之關聯性研究—以零售業自有品牌為例，南台科技大學。
9.吳萬益，企業研究方法，華泰書局，民國94年。
10.林秀津譯(2005)，Dearlove, D.著，The Ultimate Book of Business Thinking，台北：商業周刋。
11.邱明仁(2006)，機能食品消費行為之前因後果探討—以國內機能食品為例，國立成功大學高階管理碩士在職專班碩士論文。
12.簡惠珠(2006)，顧客價值、價格知覺、顧客滿意度、轉換成本對顧客忠誠度影響之研究－以量販店為例，國立成功大學高階管理碩士在職專班碩士論文。
13.彭偉族(2006)，品牌知名度、品牌形象影響品牌忠誠度之探討—以國產米酒業為例，國立東華大學企業管理學系碩士論文。
14.潘美雪(2007)，影響加油站顧客忠誠度因素之探討—以臺北地區加油站為例，國立東華大學企業管理學系碩士論文。
15.《管理雜誌》391期(2007年1月) 》「2007年消費者心目中理想品牌大調查」

【英文部分】
1.Aaker, D. A. (1991. Dec 1),“Guarding the power of a br& name,” New York Times, pp. 313.
2.Armstrong, G. and Kotler, P. (2002), Marketing: An Introduction (6 Ed.), Prentice Hall, Upper Saddle River, NJ.
3.Anderson, E. W. & Fornell, C. (2000), “Foundations of the American customer satisfaction index,” Total Quality Management, Vol. 11, No. 7, pp. 869-882.
4.Bauer, R. A. (1960), “Consumer behavior as risk taking,” Dynamic Marketing for a Changing World, Edited by American Marketing Association, pp. 389-398, Chicago, IL.
5.Bearden, William D. & Jessse E. Teel（1983）, “Selected Determinants of Consumer Satisfaction and Complaint Reports,” Journal of Marketing Research , Vol. 20(November), pp.21-28.
6.Biswas, A. (1992), “The Moderating Role of Br and Familiarity in Reference Price Advertisement,” Journal of Business Research, 25, pp.251-262.
7.Biswas, A., & Blair, E. A.( 1991), “Contextual Effects of Reference Prices in Retail Advertisement ,” Journal of Marketing, 55,1-12.
8.Bitner, J.M.,“Evaluating Service Encounters：The Effects of Physical Surrounding & Employee Responses,” Journal of Marketing, Vol.54, pp.69-82, 1990。
9.Bolton, N.R. & Drew, H.J.,“A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes,” Journal of Marketing, Vol.55, pp.1-9, 1991。
10.Cardozo, Richard N. (1965), “An Experimental Study of Customer Effort, Expection and Satisfaction ,” Journal of Marketing Research, Vol.2, pp.244-249.
11.Churchill, Gilbert A., Jr. & Carol Surprenant (1982), “An Investigation Into the Determinants of Customer Satisfaction,” Journal of Marketing Research, 19(4), pp.491-504.
12.Cobb, W. C. J., Ruble, C. A., & Donthu, N.(1995), “Brand Equity, Brand Preference, & Purchase Intent, ” Journal of Advertising, 24(3), 25-48
13.Cohen, J. (1988), “Statistical Power Analysis for the Behavioral Sciences,” Lawrence Erlbaum Associates, Mahwah, NJ.
14.Dobni, D. & Zinkhan, G. M. (1990), “In search of brand Image: A foundation analysis,” Advances in Consumer Research, Vol. 17, No. 1, pp. 110-120.
15.Eegel,J.F.,et al.(1973),Consumer Behavior,2nd.,Rinehart and Winston Inc.
16.Fishbein, M & Ajzen I.（1975）, “Belief, attitude, intention & behavior：an introduction to theory & research,” Addiso-Wesley, Reading.
17.Fornell, C. (1992), “A national customer satisfaction barometer: The Swedish experience,” Journal of Marketing, Vol. 56, No. 1, pp. 6-22.
18.Gardner, B. B. & Levy, S. J. (1955), “The product & the brand,” Harvard Business Review, Vol. 33, No. 2, pp. 33-39.
19.Garretson, J. A. & Clow, K. E. (1999), “The influence of coupon face value on service quality expectations, risk perceptions and purchase,” Journal of Services Marketing, Vol. 13, No. 1, pp. 59-72.
20.Goodman, J.(1989), “The Nature of Customer Satisfaction, Quality Progress,” pp.37-40.
21.Hausknecht, D. R. (1990), Measurement Scales in Consumer Satisfaction /Dissatisfaction. “Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour,” 3, 1-11.
22.Hemple, D. J. (1977), “Consumer Satisfaction with the Home Buying Process: Conceptualization & Measurement,” The Conceptualization of Consumer Satisfaction & Dissatisfaction, H.Deith Hunt Cambridge, Mass：Marketing Science Institute：7
23.Hunt, H. Keith (1979), “Consumer Satisfaction/Dissatisfaction:Overview and Research Directions, Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction,” marketing Science Institute, pp.455-488.
24.Jones, T.O. & Sasser, W. E. (1995), “Why satisfied customers defect,” Harvard Business Review, Vol. 73, No. 1, pp. 88-99.
25.Kamins, M. A., & Marks, L. J.(1991), “The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands,” Journal of the Academy of Marketing Science, 19(3),177-185.
26.Kaplan,L.B., “Components of perceived risk in product purchase:A cross-validation, ” Journal of Applied Psychology,Vol.59,No.3,1974,pp.287-291
27.Keller,k,L, (1993) “Conceptalizing, Measuring and managing, Consumer-Based Brand Equity Marketing,” Journal of Marketing, Vol.57, January p1-22.
28.Kotler, P., (1991), “Marketing Management. Analysis, Planning, Implementation, & control”. Prentice-Hall, Inc., Englewood Cliffs, New Jersey 07632. Seventh Edition, pp162-194.
29.Kotler, P. (1997), Marketing Management (9th Ed.), Prentice Hall, Englewood Cliffs, NJ.
30.Kotler, P. (2000), Marketing Management: Identifying Market Segments and Selecting Target Markets, Prentice Hall, Upper Saddle River, NJ.
31.Kotler, P. (2003), Marketing Management (11th Ed.), Prentice-Hall Inc., Upper Saddle River, NJ.
32.Lasser, W., Mittal, B. & Sharma, A. (1995), “Measuring Customer-base Br and Equity, ” Journal of Consumer Marketing, Fall, Vol. 12, No. 4, pp.11-20.
33.Low, G. S. (2000), “The measurement & dimensionality of brand associations,” Journal of Product & Brand Management, Vol. 9, No. 6, pp. 350-370.
34.Martin, G. S., & Brown,T. J.(1990), “In Search of Br& Equity ：The Conceptualization & Measurement of The Brand Impression Construct, in Childers, MacKenzie, Leigh, Skinner, Lynch Jr, Gatignon, Fisk & Graham, ” ( Eds), Marketing Theory & Applications. Vol. 2, American Marketing Association, Chicago, IL, pp.431-438.
35.Mitchell, V. W. & Boustani, P. (1993), “Market development using new products & new customers: A role for perceived risk,” European Journal of Marketing, Vol. 27, No. 2, pp. 17-32.
36.Nunnally, J. C. (1978), Psychometric Theory, 2nd Ed., McGraw-Hill, New York, NY.
37.Oliver, L.R. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,”Journal of Marketing Research, Vol.17, pp.460-469。
38.Oliver, L.R. (1981), “Measurement and evaluation of satisfaction processes in retailing setting”, Journal of Retailing, Vol. 57, pp.25-48.
39.Rao, A. R. & Monroe, K. B. (1988), “The moderating effect of prior knowledge on cue utilization in product evaluations,” Journal of Consumer Research, Vol. 15, No. 2, pp. 253-264.
40.Reichheld, Frederick F. & Sasser, Jr. W. Earl, “Zero Defections: Quality Comes to Services,” Harvard Business Review. Boston: Sep/Oct. Vol. 68, Iss. 5; 1990, pp. 105-112.
41.Roselius, T.(1971),“Consumer rankings of risk reduction methods,” Journal of Marketing, Vol.35, January, pp.56-61.
42.Roselius,Ted. “Consumer Rankings of Risk Reduction Methods, ” Journal of Marketing ,Vol.35,1971,pp.56-61
43.Rust, R. T. & Oliver, R. L. (1994), “Service quality: Insights and managerial implications from the frontier,” In Rust, R. & Oliver, R. (Eds.), Service Quality: New Directions in Theory and Practice, pp. 1-19, Sage Publications, Thousand Oaks, CA.
44.Shimp, T. A. & Bearden, W. O. (1982), “Warrant & other extrinsic cue effect on consumer risk perception,” Journal of Consumer Research, Vol. 9, No. 1, pp. 38-46.
45.Simon, M. F. (1970), “Influence of brand names on attitudes,” Journal of Advertising Research, Vol. 10, No. 3, pp. 28-30.
46.Westbrook, Robert A. (1980), “Intrapersonal Affective Influences on Consumer Satisfaction with Products,” Journal of Consumer Research, Vol.7 (June), pp. 49-54.
47.Woodruff, Robert B, & D. Scott Clemons, David W. Schumann, Sarah F.Gardial, & Mary Jane Burns(1991), “The Standard Issue in CS/D Research: A Historical Perspective, ” Journal of Consumer Satisfaction/Dissatisfaction and Complaining Behavior, Vol.4,pp.103-109.
48.Woodruff, Robert, Ernest R. Cadotte, & Roger L. Jenkins(1983)“Modeling Consumer Satisfaction Process Using Experience-Based Norms, ” Journal of Marketing Research, Vol.20 (August), pp.296-304.
49.Woodside, Arch G., Lisa L. Frey & Robert Daly, Timothy (1989), “Linking Service Quality, Customer Satisfaction, & Behavioral Intention,” Journal of Health Care Marketing, Vol. 9, No. 4, Dec, pp.5-17.