臺灣博碩士論文加值系統

摘 要
本研究旨在探討品牌形象、促銷活動、顧客滿意對消費者再購行為影響，其次瞭解品牌權益對消費者購買行為之調和影響。本研究根據前述之目的，結合相理論分析與文獻回顧，並以台南市液晶電視消費者為實証研究對象。本研究總共發放200份問卷，回收問卷之有效樣本為183份，回收問卷回收率為97.00%。本研究使用SPSS統計軟體為資料分析工具，問卷所得資料以敘述性統計、因素分析、信效度檢定、相關分析、迴歸分析、獨立樣本t檢定以及變異數分析驗證研究假設。本研究獲得下列結論：
1. 品牌形象、促銷活動、顧客滿意對於消費者再購行為具有顯著正向影響。
2. 透過液晶電視品牌權益會調和影響品牌形象、促銷活動、顧客滿意對消費者再購行為之間關係。
3. 不同每月所得的消費者在「液晶電視」之促銷活動，具有顯著差異；不同性別、婚姻狀況、年齡、教育程度的消費者在「液晶電視」之促銷活動，無顯著差異。

Abstract
The purposes of this study are to explore the influence of brand image, sales promotion and customer satisfaction on consumer repurchase behavior. Then to understand the moderate effect of brand sympathetic on consumer repurchase behavior. The subjects are LCD TV consumers in Tainan city.

The total of 200 questionnaires were sent in a purposive way, where 183 were completed and considered as valid. The rate of return is 97.00%. This study used statistical package for social science (SPSS) as the data analysis tool, descriptive statistics, factor analysis, reliability analysis, validity analysis, parson correlation, analysis regression analysis, independent sample t-test and One-Way ANOVA to prove the hypotheses. The results of this study are as the followings:

1. The brand image, sales promotion and customer satisfaction all have significant positive effect on consumer repurchase behavior.
2. LCD TV brand sympathetic moderate the relationship among brand image, sales promotion and customer satisfaction on consumer repurchase behavior
3. The different monthly incomes of consumers would have significant differences on the sales promotion of LCD TV; the different sex, marital status, age and education levelof consumers would have no significant differences on the sales promotion of LCD TV.

目 錄
誌 謝 I
摘 要 II
Abstract III
目 錄 IV
表 目 錄 VI
圖 目 錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍 5
第四節 研究流程 6
第五節 論文結構 7
第二章 文獻探討 8
第一節 品牌形象 8
第二節 促銷活動 14
第三節 顧客滿意度 20
第四節 品牌權益 26
第五節 消費者再購行為 29
第六節 各變項相關之研究 34
第三章 研究方法 38
第一節 研究架構 38
第二節 研究變項之操作型定義與衡量 40
第三節 研究假設 51
第四節 抽樣方法與樣本 53
第五節 資料分析方法 55
第四章 研究結果 58
第一節 敘述性統計分析 58
第二節 因素分析 64
第三節 Pearson積差相關分析 73
第四節 各構面之迴歸分析 76
第五節 個人基本資料對各構面之差異分析 83
第五章 結論與建議 87
第一節 研究結論 87
第二節 管理意涵與建議 91
參考文獻 93
附錄 本研究問卷 99

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