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研究生:張詩偉
研究生(外文):Shih Wei Chang
論文名稱:品牌形象、品牌關係品質、顧客關係品質、涉入程度與品牌態度關係之研究—以名牌精品為例
論文名稱(外文):A Study of Relationships among Brand Image, Brand Relationship Quality, Customer Relationship Quality, Consumer Involvement and Brand Attitude— An Example of Name brand
指導教授:林耀南林耀南引用關係
學位類別:碩士
校院名稱:輔仁大學
系所名稱:心理學系
學門:社會及行為科學學門
學類:心理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:96
語文別:中文
論文頁數:119
中文關鍵詞:名牌精品品牌形象品牌關係品質顧客關係品質消費者涉入品牌態度
外文關鍵詞:Brand ImageBrand Relationship QualityCustomer Relationship QualityConsumer InvolvementBrand attitudeName Brand
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在新型態的消費模式下,商品除了透過品牌提供品質的保證外,更是個體與社會建立關係並獲得身份認同和建構意義的橋樑,所以消費者如何透過各項資訊與經驗形成品牌態度是各方深切探討之議題。而品牌形象、品牌關係品質、顧客關係品質與消費者涉入程度是影響品牌態度的重要因素,本研究利用結構方程式模式(Structural Equation Modeling)進行分析,並以負載強烈符號象徵意義的名牌精品為例,探討名牌精品之品牌形象、品牌關係品質、顧客關係品質、消費者涉入與品牌態度之關係。
本研究採用調查法,收集有效樣本為505份,研究結果為:(1)品牌形象對品牌關係品質、顧客關係品質、品牌態度有顯著正向影響;品牌關係品質、消費者涉入程度對品牌態度皆有顯著正向影響;品牌關係品質與消費者涉入對於顧客關係品質會有顯著影響,且為正相關;(2)經集群分析後發現四種名牌精品消費行為模式,分別為審慎評估群、輕度名牌消費群、自我追求群、重度名牌消費群; (3)人口統計變項上,消費者身分與個人月收入在品牌形象、品牌關係品質、顧客關係品質與消費者涉入上皆無顯著差異,而消費者教育程度、年齡、月收入在目標品牌選擇上則有顯著差異。
在實務建議上,本研究分別從新精品消費族群的市場興起、顧客關係品質的提升和品牌關係品質的重要性等三方面進行討論,以提供未來相關產業之商品行銷策略制定。
This study was designed to find the cause-effect of band image, brand relationship quality, consumer relationship quality, consumer involvement and brand attitude. And then, through the application of SPSS and AMOS , we built conceptual framework related to brand image, brand relationship quality, consumer relationship quality, consumer involvement, and brand attitude.
This study takes survey method. Valid samples collected are 505.The results showed as follows: (1) Brand image has a positive influence on business performance, Brand relationship quality, customer relationship quality and brand attitude; Brand relationship quality and consumer involvement has a positive influence on brand attitude; Brand relationship quality and consumer involvement has a positive influence on customer relationship quality.(2) According to cluster analysis, the name brand customers are divided into four groups: careful to evaluate, higher demand of name brand, self-explanation, and lower demand of name brand. (3) In demographic variables, the variables of annual income and occupation status have no significant distinctions in brand image, brand relationship quality, customer relationship quality, and consumer involvement. Furthermore, branding choices are significantly different among different groups of age, educational level, and annual income.
Through our empirical analysis and findings, this research can get better understanding about the relationship of the above five variables. Also, the result of this study is helpful for companies according to different companies to build their own strategies. The practice recommendations of this study are that, the new type of name brand consumer groups; Improving the performance of customer relationship quality; and the importance of brand relationship quality.
中文摘要.................................................................................................................................ii
Abstract..................................................................................................................................iii
目錄....................................................................................................................................... iv
表目錄....................................................................................................................................vi
圖目錄...................................................................................................................................vii
第一章 緒 論
第一節 研究背景與動機...............................................................................................1
第二節 研究目的...........................................................................................................3
第三節 研究流程............................................................................................3

第二章 文獻探討
第一節 精品...................................................................................................................5
第二節 品牌形象.........................................................................................................11
第三節 品牌態度.........................................................................................................16
第四節 消費者涉入.....................................................................................................21
第五節 品牌關係品質.................................................................................................25
第六節 顧客關係品質.................................................................................................30
第七節 品牌形象、品牌態度、消費者涉入、品牌關係品質、顧客關係品質之
關聯性與假設論............................................................................................ 34

第三章 研究方法
第一節 概念性架構.....................................................................................................41
第二節 研究變項之操作定義與衡量.........................................................................42
第三節 研究對象與研究過程.....................................................................................47
第四節 資料分析與統計方法.....................................................................................49

第四章 資料分析結果
第一節 樣本結構分析.................................................................................................55
第二節 信效度分析.....................................................................................................57
第三節 結構方程式模式分析.....................................................................................59
第四節 假設驗證與效果分析.....................................................................................75
第五節 集群分析.........................................................................................................78
第六節 人口統計變數與目標品牌析.........................................................................84
第五章 研究結論與建議
第一節 研究結論.......................................................................................................95
第二節 實務建議.......................................................................................................100
第三節 研究限制.......................................................................................................104
第四節 未來研究建議...............................................................................................105

參考文獻.............................................................................................................................107
附錄、問卷調查表..............................................................................................................120
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