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研究生:林世弘
研究生(外文):Shih-Hung Lin
論文名稱:臺北市羽球拍消費者品牌形象對顧客忠誠度影響之研究-線性結構方程模式之驗證
論文名稱(外文):A Study on the Effect of Brand Image on Customer Loyalty of Badminton Racket Consumers in Taipei City –A Confirmatory Model
指導教授:戴遐齡戴遐齡引用關係
指導教授(外文):Hsia-Ling Tai
學位類別:碩士
校院名稱:臺北市立教育大學
系所名稱:體育學系碩士班
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:190
中文關鍵詞:羽球拍消費者品牌形象品牌權益顧客滿意度顧客忠誠度驗證性因素分析結構方程模式
外文關鍵詞:badminton racket consumersbrand imagebrand equitycustomer satisfactioncustomer loyaltyconfirmatory factor analysisstructural equation modeling
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本研究旨在探討羽球拍消費者品牌形象、品牌權益、顧客滿意度與顧客忠誠度之情形。以臺北市各室內羽球館中,從事羽球運動之羽球拍消費者為對象,採用問卷調查法,總計回收有效問卷713份,使用SPSS for Windows 12.0版及LISREL 8.54版套裝軟體進行統計分析,將所得之有效資料,經描述統計、驗證性因素分析、重複量數單因子變異數分析、LSD事後比較法與結構方程模式等統計方法進行處理,獲得研究結果如下:
一、羽球拍消費者在品牌形象各因素中,對於「功能性」最為重視,其次為「經驗性」,最後為「象徵性」。
二、羽球拍消費者在品牌權益各因素中,較重視「知覺品質」與「品牌知名度」,而「品牌聯想」較不受重視。
三、羽球拍消費者在顧客滿意度各因素中,對於「產品滿意」最為重視,其次為「整體滿意」,最後為「服務滿意」。
四、經由結構方程模式驗證後,研究結果顯示假設模式與實證資料相適配,羽球拍消費者品牌形象、品牌權益、顧客滿意度與顧客忠誠度整體模式適配度達到理想。
The purpose of this study was to explore the relationships of brand image, brand equity, customer satisfaction, and customer loyalty of badminton racket consumers. The subjects of the study were the badminton racket customers who played badminton on indoor courts in Taipei city. The study adopted questionnaire method, and in sum, 713 replied questionnaires were effective. By using SPSS 12.0 and LISREL 8.54 package software, the obtained valid data was analyzed by descriptive statistic, confirmatory factor analysis(CFA), one-way RMANOVA, LSD post-hoc comparison method and structural equation modeling(SEM). The results of this study were as follows:
1.Of all the factors of “brand image”, badminton racket consumers put the most emphasis on “functional”, then ”experiential”, and “symbolic” the least.
2.Of all the factors of “brand equity”, badminton racket consumers emphasized more on “perceived quality” and ”brand awareness” than “brand association”.
3.Of all the factors of “customer satisfaction”, badminton racket consumers put the most emphasis on “product satisfaction”, then ” overall satisfaction”, and the least “service satisfaction”.
4.The brand image, brand equity, and customer satisfaction of badminton racket consumers to customer loyalty model passed the threshold standards and fitted the data.
目次.......................................................i
表次.....................................................iii
圖次......................................................vi
第一章 緒論.................................................1
第一節 研究背景與動機.......................................1
第二節 研究目的............................................3
第三節 研究問題............................................3
第四節 研究假設............................................3
第五節 研究範圍............................................4
第六節 研究限制............................................4
第七節 名詞解釋............................................5
第二章 文獻探討.............................................6
第一節 品牌形象............................................6
第二節 品牌權益...........................................24
第三節 顧客滿意度.........................................40
第四節 顧客忠誠度................................ .........58
第五節 各變項之間的關係....................................69
第三章 研究方法............................................75
第一節 研究架構...........................................75
第二節 研究程序...........................................75
第三節 研究對象與抽樣方法..................................76
第四節 研究工具...........................................78
第五節 各分量表之驗證性因素分析.............................89
第六節 資料分析與統計處理.................................115
第四章 結果與討論.........................................117
第一節 羽球拍消費者有效樣本人口統計變項之分析................117
第二節 羽球拍消費者品牌形象、品牌權益、顧客滿意度各因素之現況與差
異分析............................................123
第三節 羽球拍消費者品牌形象、品牌權益、顧客滿意度與顧客忠誠度之整體
模式路徑分析.......................................129
第五章 結論與建議..........................................152
第一節 結論..............................................152
第二節 建議..............................................154
參考文獻..................................................157
中文部份..............................................157
英文部分..............................................166
附錄
附錄一:品牌形象與顧客忠誠度模式調查問卷(預試)...............183
附錄二:品牌形象與顧客忠誠度模式調查問卷(正式)...............187
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謝東霖(2001)。顧客滿意、品牌權益與顧客終身價值關係之研究-以KTV為例。未出版碩士論文,東吳大學,臺北市。
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闕芝穎(2004)。百貨公司服務品質、顧客滿意度、顧客忠誠度與消費者生活型態關係之研究-以臺北市地區為例。未出版碩士論文,國立東華大學,花蓮縣。
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