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研究生:陳韻卉
研究生(外文):Yun-Huei Chen
論文名稱:善因行銷、知覺價值、品牌形象與行為意圖之結構化關係模式
論文名稱(外文):Structural Relationship Among Cause-Related Marketing, Perceived Value, Brand Image and Behavioral Intention
指導教授:黃盈裕黃盈裕引用關係
指導教授(外文):Ying-Yuh Huang
學位類別:碩士
校院名稱:南台科技大學
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
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:90
中文關鍵詞:善因行銷知覺價值品牌形象行為意圖
外文關鍵詞:cause-related marketingperceived valuebrand imagebehavioral intention
相關次數:
  • 被引用被引用:9
  • 點閱點閱:321
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
企業社會責任最高層次的表現形式是慈善責任,與之相對應的行銷方式稱之為善因行銷。近年來,善因行銷已漸漸受到企業界注意,認為除了透過產品或服務提供優越的價值給顧客之外,更可藉由善因行銷,傳遞更為完整的價值給予最終顧客,進而提升顧客的行為意圖,而品牌的角色之一乃在創造價值,因此,消費者所認知的品牌形象對於其購買決策應具有相當程度的影響。
本研究旨在探討企業與非營利組織合作,實行善因行銷對消費者購買所知覺之價值與品牌形象之影響關係,並進一步影響消費者最終之行為意圖。研究採用便利抽樣法,針對一般零售業與速食業之消費者為抽樣對象發放問卷,回收有效問卷一共402份,並使用線性結構模式,進行統計分析。
研究結果顯示,企業實行善因行銷可對消費者品牌形象產生正向影響,卻無法影響知覺價值,但可經由知覺價值與品牌形象兩中介變數正向影響消費者行為意圖,而品牌形象亦可顯著影響消費者知覺價值。研究結果除具有學術上的貢獻之外,並可作為企業制訂行銷策略時的參考。
The best expression of corporate social responsibility is conducting charitable responsibility and correspond to it is called cause-related marketing. In recent years, cause-related marketing has already been noticed by the company gradually. Besides offering superior value to customers through the products or the service, they can also deliver more value to final customers by means of cause-related marketing, and then improve the customer behavioral intention. One of the brand’s roles is to create value, so consumer's brand image might impact on its purchase decision.
This study elucidates how cause-related marketing interrelates with consumer’s perceived value and brand image. And then explores the impact of consumer’s perceived value and brand image on behavioral intention. By convenience sampling, this study adopts survey method to send questionnaires to those subjects who have consumption experience in retailing and fast food industry. There are 402 useful samples in total. AMOS software package is used to analyze the quantitative data.
The results of this study are as following: cause-related marketing can affect positively on brand image, but can not affect positively on perceived value; perceived value and brand image can directly affect on behavioral intention; and brand image can also significantly impact on perceived value. The results of this study can be taken by the enterprises to formulate their marketing strategies, and contribute theoretically on cause-related marketing, brand image and perceived value.
目次
誌謝.……………………………………………………………………………………Ⅰ
中文摘要……………………………………………………………………………….Ⅱ
英文摘要……………………………………………………………………………….Ⅲ
目次…………………………………………………………………………….. Ⅳ
表目錄………………………………………………………………………………Ⅴ
圖目錄………………………………………………………………………………Ⅵ
第一章 緒論…………………………………………………………………………1
1.1 研究背景與動機……………………………………………………………1
1.2 研究目的……………………………………………………………………3
1.3 研究流程……………………………………………………………3
第二章 文獻探討……………………………………………………………………5
2.1 善因行銷……………………………………………………………………5
2.1.1 善因行銷的起源與定義………………………………………………5
2.1.2 善因行銷的特性………………………………………………………12
2.1.3 善因行銷的類型………………………………………………………14
2.1.4 善因行銷的爭議………………………………………………………16
2.2 知覺價值…………………………………………………………………17
2.2.1 價值的概念……………………………………………………………17
2.2.2 知覺價值的定義………………………………………………………19
2.2.3 知覺價值的構面………………………………………………………21
2.3 品牌形象…………………………………………………………………25
2.3.1 品牌的概念……………………………………………………………25
2.3.2 品牌形象的定義………………………………………………………26
2.3.3 品牌形象的分類構面…………………………………………………29
2.4 行為意圖…………………………………………………………………32
2.4.1 行為意圖的意涵………………………………………………………32
2.4.2 行為意圖的衡量………………………………………………………34
2.5 善因行銷、知覺價值、品牌形象與行為意圖各構面間之相關文獻探討…36
2.5.1 善因行銷與知覺價值間之關係………………………………………36
2.5.2 善因行銷與品牌形象間之關係………………………………………37
2.5.3 品牌形象與知覺價值間之關係………………………………………38
2.5.4 知覺價值與行為意圖間之關係………………………………………39
2.5.5 品牌形象與行為意圖間之關係………………………………………40
第三章 研究方法……………………………………………………………………41
3.1 研究架構與假說…………………………………………………………41
3.2 變數之操作性定義與衡量………………………………………………42
3.2.1 善因行銷………………………………………………………………42
3.2.2 知覺價值………………………………………………………………43
3.2.3 品牌形象………………………………………………………………43
3.2.4 行為意圖………………………………………………………………44
3.3 問卷設計與衡量……………………………………………………………45
3.4 資料分析方法……………………………………………………………46
3.5 預試分析……………………………………………………………………...47
3.6 正式問卷分析………………………………………………………………...50
3.6.1 正式問卷樣本描述……………………………………………………51
3.6.2 正式問卷因素分析……………………………………………………52
3.6.3 正式問卷信度與效度分析……………………………………………54
第四章 研究結果與討論……………………………………………………………58
4.1 人口統計變數對各構面之差異性分析…………………………………58
4.2 各構面之相關分析………………………………………………………61
4.3 構面之迴歸分析……………………………………………………………63
4.3.1 迴歸分析……………………………………………………………….63
4.3.2 複迴歸分析…………………………………………………………….63
4.4 整體模式之關係分析………………………………………………………..65
4.4.1 結構方程模式分析…………………………………………………65
4.4.2 模式之整體配適度…………………………………………………67
4.4.3 假設之驗證…………………………………………………………68
4.4.4 各變數之間的影響效果分析………………………………………….70
第五章 結論與建議…………………………………………………………………71
5.1 研究發現…………………………………………………………………71
5.1.1 研究構面之構成要素………………………………………………71
5.1.2 樣本資料對次構面的影響…………………………………………71
5.1.3 變數間關係的影響與驗證…………………………………………72
5.2 研究貢獻…………………………………………………………………74
5.3 管理意涵…………………………………………………………………76
5.4 研究限制與未來研究方向………………………………………………77
參考文獻……………………………………………………………………………79
附錄…………………………………………………………………………………87
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二、中文部分
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