臺灣博碩士論文加值系統

近年來，隨著國民所得提高，人口的高齡化，以及民眾對養生保健的重視，促使保健食品市場有著巨幅的成長，保健食品產業成為目前熱門的產業之一。然而，各種訴求機能性功效的保健食品快速興起，產品琳瑯滿目，消費者在購買保健食品時，將會面臨無法確認產品效果及食用安全的高度不確定性與風險。為了有效地減低消費者對產品的不確定，企業積極透過不同的品牌策略來經營品牌，輔以各種行銷策略以獲取消費者的信任，使之成為忠誠顧客，進而創造實質利潤，以提升整體品牌績效。
本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一品牌與顧客信任的理論架構。以台灣地區保健食品產業之消費者為研究對象，透過問卷調查法，並以LISREL線性結構模式探討該產業中品牌策略、品牌權益、顧客信任與品牌績效之關連性。
研究發現：品牌策略對品牌權益和顧客信任、顧客信任對品牌權益，以及顧客信任對品牌績效皆有顯著的正向影響，而品牌權益對品牌績效無顯著影響。本研究以保健食品產業消費者為實證對象，探討各變數之關係，並研擬行銷策略提供業界做為參考，期能對其品牌策略之制定有所貢獻。

Recently, the health food market grows strongly because of the increase in GDP, aging population, and people’s awareness on the health. Health food industry becomes one of the popular industries in the world. However, the health food market grows up too fast, and its products are more and more diversified. Therefore, consumers will face high uncertainty and risk of the effect of the products and edible safety while buying the health food. Hence, Enterprises manage the brand through different brand strategies and marketing strategies actively in order to reduce uncertainty of consumers and obtain trust of consumers. As consumers become loyal customers, they can create profits for company and thus raise the brand performance.
This research integrated with academic books and with related references has developed a brand and customer trust relationship and theory framework. The data collected from questionnaire investigation method in Taipei, probe into industry this brand strategy, brand equity, and customer trust is it close of connecting with brand performance by way of LISREL linear structure.
The most significant findings are:
1.There is a significant, positive correlation between Brand Strategy and Brand Equity.
2.There is a significant, positive correlation between Brand Strategy and Customer Trust.
3.There is a significant, positive correlation between Customer Trust and Brand Equity.
4.There isn’t a significant, positive correlation between Brand Equity and Brand Performance.
5.There is a significant, positive correlation between Customer Trust and Brand Performance.
The survey takes consumer of health food industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy and managing health food brands.

目　錄
摘要.....................................................i
ABSTRACT................................................ii
誌謝....................................................iv
目錄....................................................vi
表目錄................................................viii
圖目錄..................................................ix
第一章 緒論..............................................1
1.1 研究動機與問題....................................1
1.2 研究目的..........................................3
1.3 研究範圍..........................................4
1.4 研究流程..........................................5
第二章 文獻探討..........................................6
2.1 品牌策略..........................................6
2.1.1 品牌策略的定義與目的............................6
2.1.2 品牌策略的來源與構面............................8
2.2 品牌權益.........................................15
2.2.1 品牌權益的定義.................................15
2.2.2 品牌權益的來源及構面...........................17
2.2.3 品牌權益的衡量.................................23
2.3 顧客信任.........................................25
2.3.1 交易成本理論...................................25
2.3.2 信任的定義.....................................26
2.3.3 信任的來源與構面...............................27
2.4 品牌績效.........................................29
2.4.1 品牌績效的定義.................................29
2.4.2 品牌績效的指標.................................29
第三章 研究方法.........................................31
3.1 研究架構.........................................31
3.2 研究假說.........................................32
3.3 研究變數的定義與衡量.............................35
3.4 問卷設計.........................................37
3.5 研究對象與抽樣設計...............................39
3.5.1 研究對象&抽樣架構..............................39
3.5.2 抽樣方法與樣本大小............................ 39
3.6 問卷收集與回收...................................40
3.7 資料分析方法.....................................41
3.8 效度與信度分析...................................42
3.8.1 效度...........................................42
3.8.2 信度...........................................44
第四章 資料分析與結果.................. ................46
4.1 樣本資料之分析...................................46
4.1.1 樣本品牌選擇概況...............................46
4.1.2 行銷通路結構分析...............................49
4.1.3 受訪受職業性質.................................50
4.1.4 受訪受教育程度.................................51
4.1.5 受訪者每月所得統計.............................52
4.1.6 受訪者每月購買金額.............................53
4.2 LISREL模式之建立與分析...........................54
4.2.1 相關分析.......................................54
4.2.2 LISREL架構分析.................................55
4.2.3 LISREL模式配適度評鑑...........................57
4.3 模式之假說檢定...................................61
4.3.1 品牌策略對品牌權益之影響.......................61
4.3.2 品牌策略對顧客信任之影響.......................62
4.3.3 顧客信任對品牌權益之影響.......................63
4.3.4 品牌權益對品牌績效之影響.......................64
4.3.5 品牌權益對品牌績效之影響.......................65
4.3.6 變數間影響效果分析.............................67
第五章 結論與建議.......................................68
5.1 研究結論.........................................68
5.2 行銷涵義.........................................70
5.3 研究貢獻.........................................71
5.4 研究限制.........................................73
5.5 未來研究建議.....................................74
參考文獻.............................................75
附錄A：研究問卷......................................84
附錄B：產業分析......................................89

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