臺灣博碩士論文加值系統

隨著資訊科技的快速發展，智慧型手機也推陳出新，功能、外型等因不同的品牌有不同的選擇，各家品牌在這樣激烈的競爭下，要想辦法與顧客維持長期的關係，達到品牌忠誠，是重要的課題。
本研究透過品牌部族與品牌認同的觀點，來探討品牌忠誠與其前因後果之關係。本研究以有使用智慧型手機相關之品牌部族與正在使用智慧型手機的使用者為研究對象，總共回收417份有效樣本，透過AMOS21.0進行分析，其結果顯示：(1)品牌部族與品牌形象對品牌認同有顯著正面影響；(2)品牌忠誠與其重要前因變數－知覺價值、滿意度、信任有顯著正面影響，而承諾卻不顯著；(3)品牌認同對品牌忠誠透過其重要前因變數有顯著正面影響。
最後，本研究針對結果提出建議，協助企業對於智慧型手機相關之品牌部族行銷並拉進與顧客之間的距離，以增加其品牌忠誠。此外，本研究並提出後續研究相關建議。

Due to the rapid development of information and communication technology, smartphones have been released rapidly; indeed, consumers are confronted with different options for brands, functions, and designs. In this highly competitive market, to maintain a long-term mutual beneficial relationship with loyal consumers has been an important research issue.
In terms of brand tribalism and brand identification, this study shows that the brand loyalty to connects causes and effects deeply. The paper focuses on brand tribalism who are using smartphones and some relative products of the phone which they use; eventually, 417 valid samples have been retrieved, which shows the results analyzed by AMOS21.0. First, the brand tribalism and the brand image positively impact the approvals. Next, the brand loyalty and its factors- perceived value, satisfaction, and trust, impact positively with slight commitment. Finally, the brand identification affects the brand loyalty positively by followed factors.
In connection with results, this research proposes a suggestion, which is helping firms of smartphone technology to augment the relation between enterprises and consumers in order to increase the brand loyalty. Furthermore, the paper provides numbers of ideas for readers who would like to extend this research in the future.

摘要 i
Abstract ii
目　錄 iii
表　目　錄 v
圖　目　錄 vi
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 4
第二章 文獻探討 5
2.1顧客忠誠度與其重要前因變數 5
2.1.1忠誠度 5
2.1.2知覺價值 6
2.1.3滿意度 7
2.1.4信任 8
2.1.5承諾 9
2.2品牌認同 10
2.3品牌形象 10
2.4品牌部族 11
第三章 研究方法 13
3.1研究架構 13
3.2研究假說 13
3.2.1品牌部族與品牌認同 13
3.2.2品牌形象與品牌認同 14
3.2.3品牌認同與知覺價值 15
3.2.4品牌認同與滿意度 15
3.2.5品牌認同與信任 15
3.2.6知覺價值與滿意度 15
3.2.7知覺價值與信任 16
3.2.8滿意度與信任 16
3.2.9信任與承諾 16
3.2.10信任與品牌忠誠 16
3.2.11承諾與品牌忠誠 17
3.3研究變數之操作型定義與衡量 18
3.3.1品牌部族 18
3.3.2品牌形象 21
3.3.3品牌認同 22
3.3.4知覺價值 23
3.3.5滿意度 24
3.3.6信任 25
3.3.7承諾 26
3.3.8忠誠度 27
3.4研究設計 30
3.4.1抽樣設計 30
3.4.2問卷設計 30
3.4.3資料分析方法 31
第四章 資料分析 32
4.1敘述性統計分析 32
4.1.1個人基本資料敘述性統計分析 32
4.1.2研究構面敘述性統計 35
4.2衡量模型分析 37
4.2.1信度分析 37
4.2.2效度分析 38
4.3模式的基本適合標準 42
4.4假說檢定 44
4.5研究假說分析 46
4.5.1品牌部族影響品牌認同之假說檢定 46
4.5.2品牌形象影響品牌認同之假說檢定 47
4.5.3品牌認同影響知覺價值之假說檢定 47
4.5.4品牌認同影響滿意度之假說檢定 48
4.5.5品牌認同影響信任之假說檢定 48
4.5.6知覺價值影響滿意度之假說檢定 48
4.5.7知覺價值影響信任之假說檢定 48
4.5.8滿意度影響信任之假說檢定 48
4.5.9信任影響承諾之假說檢定 48
4.5.10信任對品牌忠誠之假說檢定 49
4.5.11承諾對品牌忠誠之假說檢定 49
第五章 結論與建議 50
5.1結論 50
5.2學術意涵與管理意涵 51
5.3研究限制與未來研究方向 52
參考文獻 53
附錄 64

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