忠誠度的建立在行銷學的領域中是極重要的課題，品牌忠誠度是組織極重要的資產，當組織透過行銷策略建立高的品牌忠誠度時，將有利於組織的永續經營。基於品牌忠誠度所能為組織帶來的各項優點，各家組織無不投入大量成本希望維持品牌忠誠度。如何在投入大量成本後，達到最高的效能是本研究的重心。
本研究以消費者品牌忠誠度形成之原因及影響因素為核心，將消費者生活型態以及組織對消費者的促銷方式列為自變數，將消費者品牌忠誠度列為因變數。研究生活型態的變數有許多，其中以AIO變數最為普遍，為使得研究具有一般性，本研究採用AIO變數作為分析品牌忠誠度的主要變數。
本研究在抽樣調查上發現，價格合理是消費者重複購買的第一重要因素，品牌印象則為第二要素，這代表組織若能掌握此二要素，即能讓大多數客戶重複購買，無需浪費太多資源在其他促銷活動，特別是印表機產業利潤逐年下滑 (EPSON 林中庸)，組織更應將行銷資源做更有效的分配。
總而言之，市場競爭日益激烈，建立品牌忠誠度，有利於企業組織的競爭優勢，增加企業組織無形的資產。

Building consumer loyalty is a vital subject in marketing concept. Consumer loyalty is an important asset of firms. Firms not only can build up high degree of brand loyalty through marketing strategies but also can strengthen their competitive advantages in the industry. Due to the benefits brought by brand loyalty, firms put huge invest to maintain the quality of brand loyalty. Thus, the dissertation aims to find out how to achieve the most effectiveness while investing great costs.
The core concept of the dissertation is the factors of the formation of consumers’ brand loyalty. This is illustrated by using consumers’ lifestyle and firms’ promotional activities as independent variables; and consumers’ brand loyalty as dependent variable. Many variables are concerned while studying consumers’ lifestyle. Among these variables, the AIO variable is the most common one. This research uses the AIO variable to analyse the brand loyalty to ensure validity of the research.
It is found, from the samples, that the most core determinant of consumers’ repurchase behaviour is the price of the products. Secondly, it is consumers’ impression on the brand. It implies that firms need to take these two determinants into account while encouraging customers to repurchase their products rather than wasting marketing tools on promotional activities. This is the case when the profit of printer industry decreases annually. Thus, there is a need for firms to distribute their marketing resource effectively.
To sum up, building brand loyalty in such competitive industry is vital. Brand loyalty brings competitive advantages, industrial profits for firms. Furthermore, brand loyalty also save costs for firms. Thus, the establishment and the maintenance of the brand loyalty cannot be ignored.

第一章 緒論 - 1 -
第一節 研究動機 - 1 -
第二節 研究目的 - 1 -
第三節 研究範圍 - 2 -
第四節 研究的重要性 2 -
第五節 研究流程 - 3 -
第六節 論文之章節架構- 5 -
第二章 文獻探討 - 6 -
第一節 品牌忠誠度相關理論 - 6 -
第二節 生活型態相關理論 - 14 -
第三節 促銷活動相關理論 - 19 -
第四節 台灣印表機市場分析
第三章 研究方法 - 28 -
第一節 研究架構 - 28 -
第二節 變數操作性定義 - 29 -
第三節 研究假設 - 31 -
第四節 抽樣計劃 - 31 -
第五節 資料蒐集方式 - 31 -
第六節 樣本結構特性 - 32 -
第七節 資料分析方法 - 32 -
第四章 資料描述與分析 - 36 -
第一節 效度與信度分析 - 36 -
第二節 品牌忠誠度分佈情形 - 38 -
第三節 消費者特徵分析 - 44 -
第四節 促銷活動分析 - 49 -
第五節 生活型態對品牌忠誠度之分析 - 51 -
第五章 結論與建議 - 61 -
第一節 結論與主要發現 - 61 -
第二節 管理上的涵意 - 63 -
第三節 研究限制 - 64 -
第四節 後續研究建議 - 65 -
參考文獻 - 66 -
中文部份 - 66 -
英文部份 - 67 -
附錄 - 71 -

中文部份
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