(3.236.175.108) 您好!臺灣時間:2021/02/28 03:07
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:黃文村
研究生(外文):Huang Wen Tsun
論文名稱:消費者生活型態與促銷活動對於品牌忠誠度之影響-以臺灣地區印表機消費者為例
論文名稱(外文):The impact of consumer lifestyles and promotional activities on brand loyalty- using printers consumers in Taiwan as an example
指導教授:林孟彥林孟彥引用關係
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:76
中文關鍵詞:品牌忠誠度品牌促銷生活型態印表機
外文關鍵詞:BrandBrand loyaltylifestylespromotion
相關次數:
  • 被引用被引用:19
  • 點閱點閱:288
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
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
1.工研院IEK中心 (2000),電子資訊研究組,彩色雷射多功能機市場概況。
2.王保進 (1999),視窗版SPSS與行為科學研究,台北:心理出版社。
3.方世榮譯 (1998),行銷管理學:分析,計劃,執行與控制,第三版,台北:東華書局。譯自Kotler, Philp (1996), Marketing Management: Analysis, Planning, Implementation and Control, 9thed.
4.古永嘉譯 (1996),企業研究方法,五版,台北:華泰書局。譯自Cooper, Donald R. and C. William Emory.
5.李玉鈴 (1999),MIC資訊市場情報中心, http://mic.iii.org.tw/,上半年國內個人電腦週邊產品市場分析。
6.陳依凡 (2001),MIC資訊市場情報中心, http://mic.iii.org.tw/,台灣印表機及掃描器市場。
7.陸玉蘭(1998),消費者生活型態與促銷活動對於品牌忠誠度之影響-以台北市大專女學生彩妝化妝品消費者為例,台北:東吳大學。
8.黃俊英 (1999),企業研究方法,二版,台北:東華書局。
9.黃俊英 (2000),多變量分析,七版,台北:中華經濟企業研究所。
英文部份
Allenby, Greg M. and Lenk Peter J. (1995), “Reassessing Brand Loyalty, Price Sensitivity, and Merchandising Effects on Consumer Brand Choice”, Journal of Business and Economic statistics, Vol.13.
Assael, Henry (1987), Consumer Behavior and Marketing Action, 3rd ed., Boston: Kent.
Baldinger, Allan L. and Joel Rubinson (1996),“ Brand Loyalty: The Link Betwwen Attitude and Behavior”, Journal of Advertising Research, Vol.36, 22-34.
Bem, D.J. (1972), “Self-Perception Theory,” in Advances in Experimental Social Psychology, Vol.6, 1-66.
Charlton, P. and Andrew S. C. Ehrenberg (1976), “An Experiment in Brand Choice,” Journal of Marketing Research, Vol.13, 152-160.
Cunningham, Ross M. (1956), “Brand Loyalty-What, Where, How Much?” Harvard Business Review, Vol.6, 116-128.
Cunningham, Scott M. (1967), “Perceived Risk and Brand Loyalty,” in D. Cox, ed., Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard University Press, 507-523.
Dekimp, Marnik G. and Jan-benedict E. M. steenkamp and Martins Mellens and Piet Vanden Abeele (1997), “Decline and Variability in Brand Loyalty,” International Journal of Research in Marketing, Vol.14, 402-420.
Dick, Alan S. and Kunal Basu (1994), “Customer Loyalty” Toward an Integrated Conceptual Framework,” Jounal of the Academy of Marketing Science, Vol.22, 99-113.
Engel, James F. and Roger D. Blackwell (1982), Consumer Behavior, 4th ed., Chicago: Dryden.
Fader, Peter S. and Daivid C. Schmittlein (1993), “Excess Behavioral Loyalty for Highshare Brands: Deviations from the Dirichlet Model for Repeat Purchasing,” Jorunal of Marketing Research, Vol.30, 478-493.
Festinger, Leon A. and Icek Azen (1957), Theory of Cognitive Dissonance, New York: Harper and Row.
Fishbein, Martin and Icek Ajzen (1975), Intention and Behavior: An Introduction to Theory and Research Reading, MA: Addison-Wesley, 6-7.
Helmstadter, G. C. (1964), Principles of Psychological Measurement, New York: Appleton-Century-Crofts.
Howard, John A. and Jagdish N. Sheth (1969), The Theory of Buyer Behavior, New York: John Wiley.
Jacoby, J. (1971), “A Model of Multibrand Loyalty,” Journal of Adervertising Research, Vol.11, 25-30.
Jones, Thomas O. and W. Earl Sasser J. R. (1995), ”Why Satisfied Customer Defect,” Harvard Business Review, 88-100.
Kaiser, Henry J. (1974), “An Index of Factorial Simplicity,” Psychometrika, Vol.39, No.1, March, 31-36.
Kotler, Philip (1994), Marketing Management: Analysis, Planning, Implementation, and Control, 8th ed., Prentice Hall, Englewood Cliffs, NJ.
Krishnamurthi, L. and S. P. Raj (1997), “Anempirical analysis of the relationship between brand loyalty and consumer price elasticity,” Marketing Science, Vol.14, 405-420.
Massy, W. F. and R. E. Frank and T. M. Codahl (1968), Purchasing Behavior and Personal Attitudes, Phladeelphaia: University of Pennsylvania Press.
Mizerski, Richard W. and Linda L. Golden and Jerome B. Kerman (1979), “The Attribution Process in Consumer Decision Making,” Journal of Consumer Research, Vol.6, 123-140.
Newman, Joseph W. and Richard A. Werbel (1973), “Multivariate Analysis of Brand Loyalty for Major Household Appliances,” Journal of Marketing Research, Vol. 404-409.
Nicosia, Francesco M. (1966), Consumer Decision Processes: Marketing and Advertising Implications, Prentice Hall, Englewood Cliffs, NJ.
Pessemier, Edgar A. (1959), “A new Way to Determine Buying Decision,” Journal of Marketing, Vol.24, 41-46.
Plumer, Joseph T. (1974), ”The Concept and Application of Life Style Segmentation,” Journal of Marketing, Vol.38, 34-35.
Quelch, John and Scott A. Neslin and Caroline Henderson (1985), “Consumer Promotions and the Acceleration of Product Purchases,” Marketing Science, Vol.4, 147-165.
Strenthal, Brian and C. Samuel Craig (1982), Consumer Behavior: An Information Processing Perspective, Prentice hall, Englewood Cliffs, NJ.
Thomas P., Hustard E. and A. Pessemier (1974), ”The Development and Application of Psycho graphic Life Style and Associated Activity and Attitude Measure,” Life Style and Psychographics, Chicago: AMA.
Towel, Jeffrey G. and Claude R. Martin (1976), “The Elderly Consumer: One Segment of Many?” Advances in Consumer Research, Vol.3, 463-468.
Vilcassim, N. J. and D. C. Jain (1991), ”Modeling Purchase Timing and Brand Switching Behavior Incorporating Explanatory Variables and Unobserved Heterogeneity,” Journal of Marketing Research, Vol.28, 29-30.
Wind, Yoram and Paul E. G. (1974), “Some Conceptual, Measurement and Analytical Problems in Life Style Research,” Life Style and Psychographics, Chicago: AMA.
Zaltman, Gerald and Melanie Wallendorf (1983), Consumer Behavior: Basic Findings and Management Implications, 2nd ed., New York: John Wiley.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊
 
1. 消費者生活型態與促銷活動對於品牌忠誠度之影響-以台北市大專女學生彩妝化妝品消費者為例
2. 促銷活動.生活型態.品牌忠誠度以及購買決策之相關性研究---以台灣有機食品市場為例
3. 促銷方式、品牌認知、服務品質影響消費者再購行為之研究,以印表機商品為例。
4. 從世代觀點探討隨年齡層遞移的生活型態、消費型態和參考群體對品牌忠誠度影響之研究
5. 量販店價格促銷、品質知覺及顧客滿意對品牌忠誠度影響之研究-以台北地區桂格燕麥片市場為例
6. 消費者特性、產品特性與品牌忠誠度關係之研究—以化妝品為例
7. 促銷形式對品牌態度之影響:品牌形象與品牌忠誠度的干擾角色
8. 延緩性促銷利益一致性與消費者特性對品牌忠誠度之影響
9. 品牌個性、消費者滿意度與顧客忠誠度之關係:以印表機、磁碟片為例
10. 促銷活動對消費者購買行為影響之研究
11. 品牌個性與自我一致性對品牌忠誠度影響之研究─以國際連鎖餐廳為例
12. 品牌社群特性、社群認同與品牌忠誠度關係之研究:品牌社群類型之干擾效果
13. 價格因素對消費者行為、產品屬性暨品牌忠誠度之關聯性研究—以洗髮精市場為例
14. 在M型消費發展趨勢下,品牌形象、顧客滿意對品牌忠誠度影響之研究
15. 品牌形象、知覺價值影響品牌忠誠度之探討—以85度C連鎖咖啡為例
 
系統版面圖檔 系統版面圖檔