臺灣博碩士論文加值系統

本研究欲深入檢視企業形象與品牌權益於台灣壽險業之應用，以了解消費者因壽險公司企業形象塑造活動（宣傳廣告與公開活動）改變其對企業形象認同感，是否影響對企業形象之評價，並進一步探討企業形象評價、品牌權益（品牌忠誠度、品牌知名度、知覺品質、品牌聯想）與購買意願三者之間的影響關係。本文採用問卷調查之方法，以台灣X壽險公司為主要研究對象，輔以其他壽險公司之參考水準為比較，瞭解X壽險公司在本研究所設定的研究問題中，是否表現出更優異的水準。
研究實證結果顯示：1.X壽險公司之宣傳廣告與公開活動，皆能使消費者留下深刻印象，但僅有因公開活動產生的企業形象認同感，對企業形象評價顯示出影響能力，宣傳廣告則無。2.消費者對X壽險公司之企業形象評價，似乎無法直接影響消費者的購買意願，但是對品牌權益能產生高度影響力。3.品牌權益方面，實證結果顯示出對購買意願有高度之影響能力。
本研究結果將能作為壽險公司在塑造企業形象與建立品牌權益之其一參考。

This study attempts to provide a close examination of the application of corporate image and brand equity in life insurance industry in Taiwan. It mainly focuses on the issue that whether the related activities for improvement of corporate image would influence the evaluation given by consumers. It aims to investigate the interactions among three variables: (1)evaluation of corporate image; (2)brand equity (including brand loyalty, brand awareness, perceived quality, and brand association) and (3) consumers’ purchasing intentions.
In this quantitative study 350 questionnaires were distributed respectively to X insurer and other companies for further comparison. The results show that both public activities and advertisements of X insurer could leave strong impressions on consumers, but can only the identification of consumers elicited by the public activities significantly influence evaluation toward the insurer. Evaluation from consumers though may not play a crucial role on affecting the purchasing intensions, it still notably affect the brand equity. As for the brand equity, it could apparently influence consumers’ purchasing intentions. The finding of this study could be a reliable reference for the practices in life insurance industry to establish its corporate image and brand equity.

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 4
第三節 論文架構與研究流程 5
第二章 文獻回顧 7
第一節 企業形象 7
第二節 品牌權益 14
第三節 服務品牌 29
第三章 研究方法 33
第一節 研究架構與假設 33
第二節 問卷設計與變項之操作型定義 35
第三節 統計分析方法 39
第四章 實證分析 43
第一節 敘述統計分析 43
第二節 信度、效度分析 50
第三節 T檢定、單因子變異數分析 54
第四節 皮氏相關係數分析與徑路分析 59
第五章 結論與建議 69
第一節 結論 69
第二節 建議 72
第三節 後續研究建議 75
參考文獻 77
附錄—研究問卷 83

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