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研究生:李曉秋
研究生(外文):Lee Hsiao Chiu
論文名稱:產品設計策略對顧客忠誠度之影響-以麥當勞快樂兒童餐之玩具為例
論文名稱(外文):Research of Relationship between Product Design Strategy and Customer Loyalty-A Case study of MacDonald’s Happy Meal Toy
指導教授:游章雄游章雄引用關係
指導教授(外文):You, J.S.
學位類別:碩士
校院名稱:國立臺北教育大學
系所名稱:玩具與遊戲設計研究所
學門:電算機學門
學類:軟體發展學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:102
中文關鍵詞:玩具產品設計策略忠誠度麥當勞快樂兒童餐
外文關鍵詞:ToyProduct strategyLoyaltyMacDonaldHappy Meal
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麥當勞於1979年開始推展快樂兒童餐,開啟了西式速食套餐搭配兒童玩具行銷的風潮。快樂兒童餐不僅建立起一種新的品牌特色,在兒童心目中建立強烈的印象,同時也牽引著父母的消費行為。由此可知,產品設計策略是影響產品銷售的重要因素,成功的產品設計策略能夠刺激消費者的購買慾望,並進一步提升顧客忠誠度。

本研究以麥當勞快樂兒童餐為例,探討玩具產品設計策略對於顧客忠誠度的影響,研究方法係以文獻資料彙整探討其相關因素,利用業者訪談以了解麥當勞實際所採取的玩具設計策略;而後透過消費者訪談以了解不同消費族群的需求,最後以問卷調查法檢測,利用統計軟體進行數據解析,以了解產品設計策略中的各項要素對於不同的消費族群忠誠度的影響。

本研究結論主要歸納為以下三點,第一點,麥當勞兒童餐之玩具設計策略確實對顧客忠誠度造成影響;第二點,不同消費族群對玩具設計策略因子有不同的選擇考量因素;第三點,消費者族群對玩具的忠誠度會因設計策略因子不同而有差異。最後本研究提出對於產品設計策略的建議,期以供學界與業界作為參考。
McDonald began to promote the meal of Happy Meal with toys for children since 1979, creating a new marketing style of western fast food selling with toys. Happy Meal not only establishes a new characteristic of brand to catch children’s heart to buy the meal but also affects the consumer behavior of parents. Therefore, it is evident that good product design strategy can stimulate the desire of customer and further increase the brand loyalty.

This thesis studies the influence of product design strategy on the customer loyalty based on the McDonald Happy Meal product design. First, this study reviews the literature to collect the factors related to design strategy; then, interviews with McDonald employees and the customers who buy Happy Meal separately to learn the market strategy and the requirement of different customer groups. Finally, statistics software is used to perform the data analysis for the evaluation of relationship between product design factors and the royalty of different customer groups.

The study results are concluded as below: 1. McDonald toy design strategies have significant effect on the customer loyalty. 2. Different customer groups have different considerations on toy design strategy factors. 3. Different customer groups have different royalty for product based on the design strategy factors. This study finally presents some suggestions about product design strategy for academic and industrial design reference.
謝誌 I
摘要 II
第一章 緒論 1
第ㄧ節 研究背景與動機 1
第二節 研究的重要性 2
第三節 研究目的 2
第四節 研究流程與架構 3
第五節 研究範圍與對象 5
第六節 研究限制 5
第二章 文獻探討 6
第一節 麥當勞快樂兒童餐Happy Meal之案例介紹 6
第二節 顧客忠誠度 11
第三節 設計策略 18
第四節 顧客消費行為 25
第三章 研究方法 29
第一節 操作性定義與衡量 29
第二節  研究方法 31
第四章 訪談結果與分析 38
第一節 業者訪談結果 38
第二節 消費者訪談分析 41
第五章 問卷結果與分析 46
第一節 樣本結構與分析 46
第二節 信度分析 51
第三節 各玩具設計策略因子之比較分析 54
第六章 結論與建議 68
第一節 研究發現與結論 68
第二節 研究建議 69
第三節 後續研究方向 71
參考文獻 72
附錄 79
一、 業者訪談 79
二、消費者訪談 81
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網站資料
http://www.suncolor.com.tw/event/beans/mcdonald.htm。玩具誌第四期,[10 November, 2006]
http://www.richyli.com/column/20000720.htm。速食玩具上網尋,[10 November, 2006]
http://www.mcdonalds.com/。麥當勞網站,[10 November, 2006]
http://www.toys365.com/toysnews/news/fans/20060217/170753.htm。肯德基、麥當勞玩具花樣翻新均可做收藏,[10 November, 2006]
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