臺灣博碩士論文加值系統

公司在面對同業間激烈的競爭時，除了開發新顧客群外，如何減少顧客品牌轉換行為也是重要課題。對公司而言，顧客品牌轉換是企業永續經營的一大挑戰。回顧過去對於品牌轉換的相關研究發現，顧客滿意度是影響品牌轉換的主要因素。然而在現實生活中，有些顧客縱使對產品的滿意度高，仍然會發生品牌轉換行為；滿意度低的顧客卻也不一定都會轉換品牌，本研究主要在探討造成此一現象的原因。

綜合過去文獻發現，轉換成本和產品涉入程度也是影響品牌轉換的重要因素，因此，本研究首先選定手機和洗面乳二種產品分別代表高、低涉入程度的產品，檢視在不同產品涉入程度下，顧客滿意度和轉換成本是否有差異。最後以羅吉斯迴歸分析人口統計變數、顧客滿意度、轉換成本和產品涉入對顧客品牌轉換的影響。

研究結果如下：
1.產品涉入程度與顧客滿意度、轉換成本成正相關，亦即產品涉入程度越高，顧客滿意度及轉換成本較高。
2.顧客滿意度對品牌轉換有顯著的影響，滿意度愈高的顧客，品牌轉換的機率愈低。
3.轉換成本對品牌轉換的影響會因產品不同而有差異，其對手機品牌轉換有顯著影響，但對洗面乳品牌轉換則無影響。
4.產品涉入經因素分析後萃取出兩個的因素：產品情感因素(對產品感興趣或易受產品吸引等)和產品認知因素(產品與自身有高度的攸關性及重要性等)。產品情感因素愈高，或產品認知因素愈低，顧客愈容易發生品牌轉換。
5.人口統計變數中，職業對手機和洗面乳的品牌轉換有顯著影響，其他項目則會因產品不同而有差異。

When facing intense competition in the same trade, besides, developing new customer groups, how to reduce the customers’ brand switching behaviors is also an important topic for companies. For a company, customers’ brand switching is a eternal challenge for the sustainable management of enterprisers. Looking back into the former researches relating to brand switching, it is found that customer satisfaction is the main factor influencing brand switching. However, in our real life, some customers still switch a brand even if they have high satisfaction with this product; while customers with low satisfaction would not necessarily switch brands, this study mainly probes into reasons for this phenomenon.

Synthesize the former documents, it is found that switching costs and product involvement are also important factors influencing brand switching, therefore, this study firstly selected mobile phone and facial cleanser, respectively representing products with high and low product involvement, to find out if there’s any difference of customer satisfaction and switching costs under different product involvement. At last, this study analyzed the influence of vital statistical variables, customer satisfaction, switching costs and product involvement on customers’ brand switching with Logistic Regression.

The results are as follows:
1.The degree of product involvement is in direct correlation with customer satisfaction, switching costs, i.e., the higher degree of product involvement, the higher customer satisfaction and switching costs.
2.Customer satisfaction has distinct influence on brand switching, customer with higher satisfaction has lower chance of brand switching.
3.The influence of switching costs on brand switching differs according to different products, it has distinct influence on brand switching of mobile phones but no influence on brand switching of facial cleansers.
4.After factor analysis, 2 factors are extracted from product involvement: emotional factor of product (interest in the product or the degree of being attracted by the product, etc.) and product recognition (e.g., the product is highly concerned with and significant for the customer). The higher emotional factor or the lower product recognition factor will lead to lower chance of the customer to switch the brand.
5.In vital statistical variables, occupation has distinct influence on the brand switching of mobile phones and facial cleanser; other items differ according to different products.

中文摘要…………………………………………………………………………………………IV
英文摘要…………………………………………………………………………………………V
誌謝………………………………………………………………………………………………VII
目次……………………………………………………………………………………………VIII
表目錄………………………………………………………………………………………………X
圖目錄……………………………………………………………………………………………XII
第一章 緒論………………………………………………………………………………………1
1.1 研究動機………………………………………………………………………………1
1.2 研究目的………………………………………………………………………………2
1.3 研究流程………………………………………………………………………………3
第二章 文獻回顧…………………………………………………………………………………4
2.1 品牌轉換………………………………………………………………………………4
2.2 顧客滿意度……………………………………………………………………………6
2.3 轉換成本……………………………………………………………………………11
2.4 涉入…………………………………………………………………………………14
2.5 人口統計變數………………………………………………………………………21
第三章 研究方法………………………………………………………………………………23
3.1 研究架構……………………………………………………………………………23
3.2 研究變數定義與衡量………………………………………………………………24
3.3 研究假說……………………………………………………………………………25
3.4 問卷設計……………………………………………………………………………27
3.5 資料蒐集……………………………………………………………………………30
3.6 分析方法……………………………………………………………………………32
第四章 資料分析………………………………………………………………………………38
4.1 問卷回收與信、效度分析…………………………………………………………38
4.2 敘述性統計分析……………………………………………………………………39
4.3 產品涉入與人口統計變項交叉分析………………………………………………49
4.4 因素分析……………………………………………………………………………51
4.5 Logistic迴歸分析…………………………………………………………………59
第五章 結論與建議……………………………………………………………………………69
5.1 結論…………………………………………………………………………………69
5.2 建議…………………………………………………………………………………70
5.3 研究限制及對後續研究建議………………………………………………………71
參考文獻…………………………………………………………………………………………73
附錄
A 產品涉入程度前測問卷…………………………………………………………………81
B 前測問卷………………………………………………………………………………85
C 正式問卷………………………………………………………………………………91

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