臺灣博碩士論文加值系統

以世代的觀點，探討隨年齡層遞移的生活型態、消費型態和參考群體三者對品牌忠誠度之影響，經由間接文獻之引用與邏輯之推理，對其關係進一步的釐清與說明。以便利抽樣法(convenience sampling)的方式，總共發放了650份問卷，針對汽車與手錶品牌消費者，各回收了300有效問卷，總計600份有效問卷，有效回收率為92.31％。對汽車與手錶品牌消費者而言，隨年齡層遞移的生活型態、消費型態和參考群體三者對品牌忠誠度之影響皆為顯著影響。在干擾變項方面，研究發現每月可支配所得的不同，並不會對隨年齡層遞移的生活型態、消費型態和參考群體三者與品牌忠誠度之間的關係產生影響。
對汽車廠商而言，消費者對汽車本身功能性要求之需求會隨消費者車齡的增加而提高；而手錶廠商應注意手錶的外型是否跟得上流行的腳步。

This study empirically examines the relationship between the factors of effecting expense and brand loyalty. It was to investigate the effects of lifestyle, consumer be-havior and reference group which changes with consumers’age on brand loyalty, from generational viewpoint.
Two different products:car and wristwatch were tested in 650 people, with 92.31% being complete the questionnaire. It was found in this study that the lifestyle, consumer behavior and reference group which changes with consumers’ age have sig-nificant effect on brand loyalty, but the interference: consumers’ wage per month does not.
Finally, evidence shows that lifestyle, consumer behavior and reference group which changes with consumers’ age have significant effect on brand loyalty of car and wristwatch.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xi
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究問題與研究目的．．．．．．．．．． 5
第二章　　文獻探討．．．．．．．．．．．．．．．．． 10
　　第一節　　世代的遞移與生活型態、消費型態與參考
群體的關係．．．．．．．．．．．．．．． 10
　　第二節　　品牌延續．．．．．．．．．．．．．．． 18
　　第三節　　重複購買行為．．．．．．．．．．．．． 22
　　第四節　　品牌延續、重複購買行為與生活型態、
消費型態和參考群體的關係．．．．．．．． 24
第五節 消費產品的分類．．．．．．．．．．．． 26
第三章　　研究架構與方法．．．．．．．．．．．．．． 28
　　第一節　　研究架構．．．．．．．．．．．．．．． 28
　　第二節　　研究假設．．．．．．．．．．．．．．． 29
第三節 研究設計．．．．．．．．．．．．．．． 33
　　第四節　　資料分析方法．．．．．．．．．．．．． 36
第四章　　研究結果．．．．．．．．．．．．．．．．． 38
　　第一節　　資料分析流程．．．．．．．．．．．．． 38
　　第二節　　樣本之敘述統計．．．．．．．．．．．． 40
　　第三節　　信度分析．．．．．．．．．．．．．．． 42
　 第四節　　世代特性之分析．．．．．．．．．．．． 43
　 第五節　　生活型態之分析．．．．．．．．．．．． 48
　 第六節　　消費型態之分析．．．．．．．．．．．． 56
　 第七節　　參考群體之分析．．．．．．．．．．．． 63
第八節 所得收入的不同對消費影響因素與品牌延
續、重複購買行為之關係．．．．．．．． 68
第九節 研究分析與整理．．．．．．．．．．．． 70
第五章　　結論與建議．．．．．．．．．．．．．．．． 81
　　第一節　　研究結論．．．．．．．．．．．．．．． 81
　　第二節　 管理實務建議．．．．．．．．．．．．． 85
第三節 研究限制與未來研究方向．．．．．．．． 87
參考文獻．．．．．．．．．．．．．．．．．．．．．． 88
附錄A　　正式問卷(汽車) ．．．．．．．．．．．．．． 100
附錄B　　正式問卷(手錶) ．．．．．．．．．．．．．． 107

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