臺灣博碩士論文加值系統

在琳瑯滿目的眾多商品中，「品牌」可說是消費者選購時的重要參考指標，幾乎可以左右消費者的決定。品牌形象能提供消費者資訊的提示，透過品牌形象，可研判或轉變對產品或服務的感受，進而誘發消費行為。若企業為消費者創造一個成功的品牌體驗，也將對於維持顧客與品牌再續關係的意願有相當大的助益。
本研究旨在探討品牌形象、體驗價值與再購意圖之關係。以台灣地區家居業的消費者為研究對象，共發出690份問卷，有效問卷為492份。本研究採SPSS15.0與Amos7.0統計軟體做為統計分析之工具，針對樣本資料使用之研究方法如：敘述性統計分析、T檢定、單因子變異數分析、驗證性因素分析、路徑分析、SEM，獲得以下結論。

1. 品牌形象對體驗價值有顯著正向影響
個性、價值、組織皆對品牌形象有顯著正向影響。
2. 體驗價值對再購意圖有顯著正向影響
美感、消費者投資報酬與卓越服務對再購意圖有顯著正向影響。
3. 品牌形象對再購意圖有顯著正向影響
個性、價值、組織皆對再購意圖有顯著正向影響。
4. 品牌形象會透過體驗價值的中介效果對再購意圖產生顯著正向影響。

With the variety of merchandise, the term『brand』seems to be a significant consideration for customers when they consume. The decisions customers made are dependent on the selection of brands. The image of brand acts as a hint that provides useful information for the customers. Also, the quality of goods and the perfectibility of services are closely associated with the image of brand. Developing a successful brand is an essential step for entrepreneurs to maintain the sustainable relationship between the customers and brands.
The research aims at probing into the relationships of Brand Image, Experiential Value, and Repurchase Intention. The participants of this study are the consumers of furniture industry in Taiwan. 690 questionnaires are collected in this study, 492 questionnaires are judged as the valid ones. The use of SPSS 15.0 and AMOS 7.0 to conduct reliability and validity analysis, descriptive analysis, T-test analysis, One Way ANOVA, Confirmatory Factor Analysis, path analysis, Structural Equation Modeling, The results indicate the following several conclusions：

1. The relationship between Brand Image and Experiential Value：
Perceived value, personality and organization have significant positive effects on Experiential Value
2. The relationship between Experiential Value and Repurchase Intention：
Aesthetics, consumer return on investment and service excellence have significant positive effects on Repurchase Intention
3. The relationship between Brand Image and Experiential Value：
Perceived value, personality and organization have significant positive effects on Experiential Value
4. Through the mediating effect of Experiential Value, Brand Image has positive effect on Repurchase Intention.
Keywords：Brand Image, Experiential Value, Repurchase Intention

目錄
目錄 I
圖目錄 III
表目錄 IV
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 品牌形象 5
第二節 體驗價值 9
第三節 再購意圖 15
第四節 品牌形象、體驗價值、再購意圖之關係 16
第三章　研究設計 19
第一節 研究架構與假設 19
第二節 研究對象 20
第三節 研究工具及實施 23
第四節 資料分析方法 27
第五節 問卷結構與發放 30
第四章 研究分析與結果 34
第一節 敘述性統計分析 34
第二節 問卷信度與效度 38
第三節 衡量構面單因子變異數分析 43
第四節 各研究變數之假設驗證與路徑分析 49
第五章 結論與建議 55
第一節 研究結論 55
第二節 管理意涵 57
第三節 研究限制 58
參考文獻 60
附錄一 正式問卷 67

圖目錄
圖1-1 研究流程圖 4
圖2-1品牌形象要素圖 7
圖2-2品牌形象的組成 7
圖2-3體驗的四領域 11
圖2-4經濟價值的演進 12
圖2-5 體驗價值的類型 14
圖3-1 研究架構 19
圖4-1品牌形象、體驗價值與再購意圖結構方程模式圖 50


表目錄
表3-1台灣地區三家中大型家居家飾業者比較 22
表3-2品牌形象之操作型定義及衡量問項 23
表3-3體驗價值各變項之衡量構面及問項 24
表3-4 再購意圖之衡量問項 25
表3-5 人口統計變數列表 25
表3-6整體模式配適度衡量指標 29
表3-7 預試問卷之信度分析表 32
表4-1 人口統計分布狀況 34
表4-2 整併後人口統計分布狀況 36
表4-3 研究變數之信度分析表 37
表4-4 品牌形象之驗證性因素分析 38
表4-5體驗價值之驗證性因素分析 40
表4-6 體驗價值與過去研究檢定統計量比較 41
表4-7再購意圖之驗證性因素分析 41
表4-8人口統計變數對品牌形象平均數差異分析表 42
表4-9品牌形象之Scheffe事後檢定比較結果 43
表4-10人口統計變數對體驗價值平均數差異分析表 43
表4-11體驗價值之Scheffe事後檢定比較結果 44
表4-12人口統計變數對再購意圖差異分析表 45
表4-13再購意圖之Scheffe事後檢定比較結果 46
表4-14 體驗價值、品牌形象、再購意圖的路徑分析結果 48
表4-15 SEM 整體模式適配度的評鑑指標及其標準 49
表4-16 路徑係數與假說驗證 51

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三、網路資源
行政院主計處 http://www.dgbas.gov.tw/mp.asp?mp=1
中華民國統計資訊網
http://www.stat.gov.tw/ct.asp?xItem=14437&ctNode=1309
宜家家居台灣官方網站http://www.ikea.com.tw/
宜得利家居http://www.nitori.com.tw/
HOLA 和樂家居館http://www.hola.com.tw/
奇摩民調中心－你的品牌忠誠度有多高？(2007/12/22~2007/12/24)
http://tw.quiz.polls.yahoo.com/quiz/quizresults.php?stack_id=1013&wv=1
BPIR.com-Business Performance Improvement Resource-Customer Loyalty
http://www.bpir.com/customer-loyalty-bpir.com/menu-id-72/expert-opinion.html