臺灣博碩士論文加值系統

　　現在的市場趨向產品多樣化，公司為追求持續的成功，使得愈來愈多的公司試圖與他們的顧客建立一個深厚、有意義且長期的關係，而消費者與公司之間的強烈關係往往起因於消費者對公司的認同。因此，對於公司而言，瞭解消費者的行為意向進而預測消費者的需求並且維持長期的顧客關係實之重要。本研究擬利用Bhattacharya and Sen (2003)所提出的消費者－公司認同之概念性架構及社會認定理論為基礎，建立外部形象、服務品質、消費者－公司認同與行為意向之關係模式。研究中以曾在星巴克咖啡館消費之大眾消費者為調查對象並採用線性結構關係模式進行資料分析與假說檢定。分析結果顯示，企業的外部形象及服務品質皆會對消費者－公司認同及其行為意向產生正向的影響，而消費者－公司認同意亦正向影響其行為意向，並驗證消費者－公司認同在外部形象與服務品質對行為意向之間具有一中介效果。研究結果可提供瞭解消費者心理上願意來擁護企業之原因，並且悉知企業內外部條件是否確能提升消費者對公司的認同且願意與公司建立深厚的關係。最後根據本研究之結果與發現，提供企業在經營管理上之參考資訊與相關建議。

More and more companies are attempting to build deep, meaningful, long-term relationships with their consumers in their quest for sustained success. The strong consumer-company relationships often result from consumers’ identification with those companies. For companies, it is important to understand consumers’ behavior intention to predict what consumers need and to maintain the long-term relationships with their consumers. Thus, the research is based on the conceptual framework of consumer-company identification that Bhattacharya and Sen (2003) proposed and social identity theory to establish a causal model, which are the construed external image, service quality, consumer-company identification and behavior intention. This research took the consumers from Starbucks Coffee as examples. Linear structural relation model was used to analyse data and test the hypothesis. The finding of this research indicates that both construed external image and service quality are positively related to consumer-company identification and behavior intention. Consumer-company identification is positively related to behavior intention. Consumer-company identification also mediates the construed external image and service quality on behavior intention. The results of this research can provide the reason that consumers are mentally willing to advocate the company and understand whether the inside and outside conditions of the company can enhance consumers’ identification with the company and build the deep relationships with the company. Finally, according to the results and findings of this research, the author provides the suggestions for business owners.

目　錄
目　錄 I
圖　目　錄 IV
表　目　錄 V
第一章　緒論 1
1.1　研究背景與動機 1
1.2　研究問題 3
1.3　研究目的 3
1.4　研究流程 4
第二章　文獻回顧 6
2.1　外部形象 6
2.1.1　外部形象之定義 6
2.1.2　外部形象之相關研究 7
2.2　服務品質 9
2.2.1　服務品質之定義 9
2.2.2　服務品質之衡量 11
2.2.3　服務品質之相關研究 15
2.3　消費者－公司認同 16
2.3.1　社會認定理論 16
2.3.2　組織認同 17
2.3.3　消費者－公司認同 19
2.3.4　消費者－公司認同之相關研究 21
2.4　行為意向 23
2.4.1　行為意向之定義 23
2.4.2　行為意向之衡量 25
2.4.3　行為意向之相關研究 26
2.5　假說推演 28
2.5.1　外部形象與消費者－公司認同之關係 28
2.5.2　服務品質與消費者－公司認同之關係 29
2.5.3　消費者－公司認同與行為意向之關係 29
2.5.4　外部形象與行為意向之關係 30
2.5.5　服務品質與行為意向之關係 30
2.5.6　消費者－公司認同之中介角色 31
第三章　研究方法 33
3.1　研究架構 33
3.2　操作性定義 33
3.2.1　外部形象 33
3.2.2　服務品質 33
3.2.3　消費者－公司認同 34
3.2.4　行為意向 34
3.3　研究假說 34
3.4　問卷設計 34
3.5　研究對象與抽樣方法 38
3.6　資料分析方法 38
第四章　資料分析結果 43
4.1　信度、效度與敘述性統計分析 43
4.1.1　驗證性因素分析 43
4.1.2　信度與效度分析 47
4.1.3　敘述性統計分析 48
4.2　線性結構關係模式之結果 52
4.2.1　整體模式配適度檢定 52
4.2.2　結構方程模式估計結果 53
4.2.3　消費者－公司認同中介效果之驗證 57
4.2.4　競爭模式比較 59
第五章　結論與建議 62
5.1　結論 62
5.1.1　線性結構關係模式分析之結論 62
5.1.2　理論貢獻 64
5.2　建議 64
5.2.1　管理意涵 65
5.2.2　研究限制與未來建議 66
參考文獻 67
附錄一　消費者對公司的認同及行為意向關係研究之問卷 73
圖　目　錄
圖1-1　研究流程 5
圖2-1　服務品質之決定要素圖 13
圖2-2　組織認同模型 18
圖2-3　從公司認定到對公司的認同之架構圖 20
圖2-4　態度與行為意向之關係 25
圖2-5　服務品質的行為意向及財務結果之關係 27
圖3-1　研究架構 33
圖4-1　本研究之線性結構關係模式 54
圖4-2　結構模式實證分析結果 57
圖4-3　對立模式一之結構模式實證分析結果 58
圖4-4　競爭模式（完全中介模式） 60
表　目　錄
表2-1　 外部形象之定義 7
表2-2　 服務品質之定義 10
表2-3　 組織認同之定義 19
表2-4　 行為意向之定義 24
表3-1　 外部形象量表 35
表3-2　 服務品質量表 36
表3-3　 消費者－公司認同量表 37
表3-4　 行為意向量表 37
表3-5　 結構方程模式之參數矩陣定義 42
表4-1　 測量模式配適度之衡量指標 44
表4-2　 基本配適標準與模式內在結構配適度之分析結果 45
表4-3　 整體模式配適度之分析結果 46
表4-4　 驗證性因素分析之結果歸納 46
表4-5　 潛在變數之相關係數與區別效度分析 48
表4-6　 樣本結構分析結果 49
表4-7　 敘述性統計分析結果 50
表4-8　 整體模式配適度指標 53
表4-9　 線性結構關係模式觀察變數說明 55
表4-10　本研究線性結構關係模式參數說明 56
表4-11　結構模式實證分析結果 57
表4-12　消費者－公司認同之中介效果分析表 59
表4-13　各模式配適度指標與競爭模式指標之比較 60
表5-1　 研究假說驗證結果彙整表 64

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二、中文部分
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4. 梁文彥，「知覺外部聲望對組織認同與組織公民行為關係之跨層次分析－台灣紡織產業實證研究」，輔仁大學織品服裝學系碩士論文，民國94年6月。
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7. 黃芳銘，結構方程模式理論與應用，台北：五南書局，民國91年。
8. 劉力瑛，「以消費者識別觀點探討公司認同關係之研究」，淡江大學國際貿易學系碩士論文，民國94年6月。
9. 鄭淨云，「體驗行銷模組對網站權益影響之研究：顧客－公司認同之中介效果」，南台科技大學企業管理系碩士論文，民國93年7月。
10. 蔡靜華，「識別吸引力、消費者認同度與其結果變項間關聯性之研究—以中國信託與南山人壽為例」，東吳大學國際貿易學系碩士論文，民國94年6月。
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