臺灣博碩士論文加值系統

在現今社會中，同質性產品日益增加，在此情況下，消費者皆是以品牌作為評估基準，此舉措造成品牌轉換越趨頻繁，因此如何提升與品牌之長期關係，是現今經濟行為所遇到的最大挑戰
，可能的解決辦法之一，就是依附，當消費者對品牌之產品產生依附時，就連結了消費者與品牌之關係。本研究之研究目的為，以手機產業為例，探討關係連結與品牌依附兩變數之間是否有關連性。選擇手機產業為研究目標之動機有兩項，一是現今已是人手一機，透過手機連結人與物，並進入物聯網世代；二是手機產業符合關係連結操作之對象，包含消費者對產品之財務性連結、社會性連結與結構性連結之認知。
本研究主要以文化大學之學生為主，採用便利抽樣之方式發放結構式問卷，合計回收450份問卷，剔除30份無效問卷後，有效問卷共420份。接著，本研究利用SPSS 18.0進行樣本敘述性統計分析、信度分析、相關分析與假說檢定。
本研究結果發現品牌依附正向的影響公眾自我意識(控制變數)，在排除公眾自我意識對品牌依附之影響後，關係連結對品牌依附呈顯著正相關。最後，根據本研究之結果發現，提出實務建議予以手機產業經營業者作為決策參考依據。

Products on the market are getting homogeneous dramatically, homogeneous products are increasing day by day. In this situation, consumers are using brands as the benchmark, which leads to more frequent brand switching. Therefore, how to promote long-term relationship with brands is the biggest challenge facing economic behavior today, and one of the possible solutions is to attach. The purpose of this study is to explore whether there is a correlation between the relationship bonds and the brand attachment between two variables, taking the mobile phone industry as an example. There are two motivations for choosing the mobile phone industry for research purposes. One is everyone has the mobile phone that connects people and objects through mobile phones and enters the Internet of things generation. The other is that the mobile phone industry conforms to the relationship bonds, including the customer's cognition of the financial bonds, social bonds and structural bonds of the products.
This study mainly focused on students of the Chinese Culture University, and used the convenience sampling method to distribute the structured questionnaires. A total of 450 questionnaires are collected and 30 valid questionnaires are received after deleting the invalid questionnaires. Descriptive statistics, reliability analysis, correlation analysis and tests of hypothesis are conducted via SPSS 18.0 with 420 valid questionnaires returned.
This study found that the influence of brand attachment is public self-consciousness (control variables), beyond the public after the influence of self-consciousness of brand attachment, relationship was significantly positively related to link to the brand attachment. Finally, according to these findings, practical suggestions are offered to the manager of mobile phone industry.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． v
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． vii
內容目錄　．．．．．．．．．．．．．．．．．．．．． viii
表目錄　　．．．．．．．．．．．．．．．．．．．．． x
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xi
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 3
　　第三節　　研究架構．．．．．．．．．．．．．．． 4
　　第四節　　研究限制．．．．．．．．．．．．．．． 5
第二章　　文獻探討．．．．．．．．．．．．．．．．． 6
　　第一節　　品牌依附．．．．．．．．．．．．．．． 6
　　第二節　　關係連結．．．．．．．．．．．．．．． 16
　　第三節　　研究假設．．．．．．．．．．．．．．． 23
　　第三章　　研究方法．．．．．．．．．．．．．．． 26
　　第一節　　資料蒐集方法．．．．．．．．．．．．． 26
　　第二節　　變數之操作性定義與問卷設計．．．．．． 28
　　第三節　　樣本結構．．．．．．．．．．．．．．． 32
　　第四節　　資料分析方法．．．．．．．．．．．．． 34
第四章　　資料分析與結果．．．．．．．．．．．．．． 35
　　第一節　　信度分析．．．．．．．．．．．．．．． 35
　　第二節　　相關分析．．．．．．．．．．．．．．． 41
　　第三節　　假說檢定．．．．．．．．．．．．．．． 42
第五章　　結論與建議．．．．．．．．．．．．．．．． 45
　　第一節　　研究結論．．．．．．．．．．．．．．． 45
　　第二節　　理論意涵．．．．．．．．．．．．．．． 45
　　第三節　　研究限制與未來方向．．．．．．．．．． 47
參考文獻　．．．．．．．．．．．．．．．．．．．．． 49
附錄 A　　研究問卷．．．．．．．．．．．．．．．．． 65



表目錄
表 2-1 關係行銷之三種關係連結類型．．．．．．．．．．19
表 3-1 關係連結之量表．．．．．．．．．．．．．．．．28
表 3-2 品牌依附之量表．．．．．．．．．．．．．．．．29
表 3-3 公眾自我意識之量表．．．．．．．．．．．．．．30
表 3-4 有效樣本之人口統計變數分佈表．．．．．．．．．32
表 4-1 關係連結信度分析．．．．．．．．．．．．．．．35
表 4-2 關係連結信度分析(修正後) ．．．．．．．．．．．36
表 4-3 品牌依附信度分析．．．．．．．．．．．．．．．37
表 4-4 品牌依附信度分析(修正後) ．．．．．．．．．．．38
表 4-5 公眾自我意識信度分析．．．．．．．．．．．．．39
表 4-6 公眾自我意識信度分析(修正後) ．．．．．．．．．39
表 4-7 本研究變數之平均數、標準差與相關係數．．．．．40
表 4-8 模式適合性檢定．．．．．．．．．．．．．．．．41
表 4-9 關係連結、公眾自我意識與品牌依附之階層迴歸析．42



圖目錄
圖 1-1 研究概念性架構．．．．．．．．．．．．．．．． 4

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