臺灣博碩士論文加值系統

摘　　要
本研究在探討品牌知名度、知覺品質、知覺價值、顧客滿意度與購買意願之影響以TRUNG NGUYEN咖啡品牌為例。本研究有兩個目的（1）深深地瞭解品牌知名度、知覺品質、知覺價值、顧客滿意度與購買意願的狀況 。（2）探討品牌知名度、知覺品質、知覺價值、顧客滿意度與購買意願的狀況的關聯性。本研究使用問卷調查方法以越南的消費者作為研究對象，發放300份問卷，回收有效問卷是287份。本研究設計八個假設進行研究及分析之後其採用敘述統計分析、信效度分析及迴歸分析。達到研究結果如下：
1. 品牌知名度對知覺品質顯著正向影響。
2. 品牌知名度對知覺價值顯著正向影響。
3. 知覺品質對知覺價值顯著正向影響。
4. 知覺品質對顧客滿意度顯著正向影響。
5. 知覺品質對購買意願顯著正向影響。
6. 知覺價值對顧客滿意度顯著正向影響。
7. 知覺價值對購買意願顯著正向影響。
8. 顧客滿意度對購買意願顯著正向影響。

Abstract
This study was designed to investigate brand awareness, quality, value perception affect perception, satisfaction and willingness to buy them with TRUNG NGUYEN coffee brand, for example. In this study, the main of subject is deeply understanding of brand awareness, quality, value perception affect perception, satisfaction, and purchase intention. The second purpose is exploring the relationship between is brand awareness, quality, value perception affect perception, satisfaction and purchase intention. The research was used questionnaire survey method, issuing 300 totally, recovering a valid questionnaires to add up to 287. We get the results by descriptive statistics analysis, reliability and validity analysis and regression analysis, One- way ANOVA.
The conclusions of the research are：
1. The brand awareness has significant positive effect on consumer perceived quality is supported.
2. The brand awareness has significantly positive impact on the perceived value.
3. The perceived quality and the perceived value have positive correlation.
4. The perceived quality has significantly positive effect on customer satisfaction.
5. The perceived quality has significantly positive influence on customer satisfaction.
6. The perceived value has significant positive effect on customer satisfaction.
7. The perceived value has a positive impact on purchase intention.
8. The customer satisfaction has significantly positive effect on purchase intention.

目錄
摘要------------------------------------------- i
Abstract------------------------------------ ii
誌謝---------------------------------------- iv
目錄----------------------------------------- v
表目錄------------------------------------- vii
圖目錄----------------------------------- viii
第一章　緒論---------------------------------- 1
1.1　前言--------------------------------- 1
1.2　研究目的--------------------------------- 5
1.3　研究流程--------------------------------- 6
第二章　文獻探討------------------------------- 7
2.1　品牌知名度----------------------------- 7
2.1.1　品牌知名度定義------------------------ 7
2.1.2 品牌知名度構成因素------------------- 7
2.2　知覺品質---------------------------- 10
2.2.1 知覺品質之定義------------------------ 10
2.2.2 知覺品質之分類-------------------------- 11
2.3 知覺價值---------------------------- 13
2.3.1 知覺價值定義---------------------- 13
2.3.2 知覺價值相關研究與構面-------------- 14
2.3.3 知覺價值之衡量---------------------- 15
2.4 顧客滿意度-------------------------- 15
2.4.1 顧客滿意度的定義---------------------- 15
2.4.2 顧客滿意度的架構--------------------- 16
2.4.3 顧客滿意度的衡量------------------------ 17
2.5 購買意願--------------------------------- 18
2.5.1 購買意願的定義----------------------- 18
2.5.2 購買意願之影響因素------------------- 18
2.5.3 購買意願之衡量-------------------------- 19
第三章　研究方法----------------------------- 20
3.1　研究架構-------------------------------- 20
3.2 研究假設--------------------------------- 20
3.3 操作性定義及問卷設計----------------------- 25
3.3.1 問卷設計--------------------------------- 25
3.3.2 問卷回收--------------------------------- 26
3.3.3 資料分析-------------------------- 26
第四章 研究結果分析----------------------- 28
4.1 敘述性統計分析----------------------------- 28
4.2 信度分析----------------------------------- 29
4.3 迴歸分析結果------------------------------- 30
第五章 結論與建議------------------------------ 34
5.1 研究結論------------------------------ 34
5.2 研究限制、建議與後續研究--------------- 36
5.2.1 研究貢獻------------------------------ 36
5.2.2 研究限制與建議-------------------------- 36
5.2.3 後續研究方向---------------------------- 37
參考文獻------------------------------------ 39
附 錄---------------------------------------- 48

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