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研究生:臧秀珍
研究生(外文):Shiow-Jane Tsang
論文名稱:品牌知名度、品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之實證研究-以化妝品為例
論文名稱(外文):An Empirical Research of Brand Image、Brand Awareness、Perceived Quality、Perceived Value、Customer Satisfaction and Repurchased Intention-Example of Cosmetics
指導教授:王文弘王文弘引用關係
指導教授(外文):Wen-Hung Wang
學位類別:碩士
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:109
中文關鍵詞:化妝品品牌形象品牌知名度知覺品質知覺價值顧客滿意度再購買意願
外文關鍵詞:CosmeticsBrand ImageBrand AwarenessPerceived QualityPerceived ValueCustomer SatisfactionRepurchase Intention
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本研究旨在探討品牌形象、品牌知名度、知覺品質、知覺價值對顧客滿意與再購買意願之影響。本文以大台北地區的女性消費者為研究對象,共寄發問卷600 份,回收有效問卷 498 份,有效回收率為 83%。本文以LISREL 8.80進行線性結構模式分析,研究結果如下:品牌形象、及品牌知名度對於女性消費者的知覺價值都沒有顯著的正向影響,且品牌知名度對於知覺品質亦未出現顯著的正向影響,只有品牌形象對知覺品質存在正向顯著的影響。此外,知覺品質對於知覺價值與顧客滿意度存在正向顯著的影響,知覺價值對顧客滿意度存在正向顯著的影響,顧客滿意度對於在購買意願也存在正向顯著的影響。
The purpose of this research is to discuss the relationship of brand image, brand awareness, perceived quality, perceived value, customer satisfaction, and repurchase intention. Based on the 600 questionnaires collected from female consumers in the metropolitan Taipei area, the effective return rate was 83 percent with 498 valid responses. With the SEM program, LISREL Version 8.80, the analytic results suggest that: both brand image and brand awareness of cosmetic products do not have positive significant effects on perceived value, neither does brand awareness on perceived quality. Besides, brand image has positive significant effects on perceived quality. Further more, perceived quality has positive significant effects on both perceived value and customer satisfaction, while perceived value has positive significant effects on customer satisfaction. Finally, customer satisfaction also has positive significant effects on repurchase intention.
摘要 I
Abstract II
目 錄 III
表目錄 V
圖目錄 VII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程與步驟 3
第二章 文獻探討 5
2.1 化妝品 5
2.2 品牌知名度 10
2.3 品牌形象 14
2.4 知覺品質 21
2.5 知覺價值 27
2.6 顧客滿意度 31
2.7 再購買意願 34
2.8 各相關構面之互動關係及影響 36
第三章 研究方法 46
3.1 研究架構與研究假設 46
3.2 操作性定義及問卷設計 47
3.3 抽樣與問卷發放 53
3.4 資料分析方法 53
3.5 前測樣本資料與敘述性統計分析 58
第四章 研究結果 63
4.1 敘述性統計分析 63
4.2 信度分析 68
4.3 衡量模式分析 69
4.4 結構方程模式之分析 72
4.5 研究結果 76
第五章 結論與建議 78
5.1 研究結論 78
5.2 研究貢獻 81
5.3 管理意涵 82
5.4 研究限制 83
5.5 後續研究建議 84
參考文獻 86
一、 中文文獻 86
二、 英文文獻 87
附錄  研究問卷 96
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1. 8. 張淑青(2004),「服務知覺價值多構面量表之實證研究」,企業管理學報,第六十三期,頁95-120。
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7. 15. 林素吟(2005),「產品保證與品牌知名度對顧客忠誠度的影響之研究」,中華管理評論國際學報,第八卷,第一期,頁1-19。
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9. 18. 楊政樺(2007),「應用排序普羅比資料轉換法探討大陸觀光遊客對台灣旅遊服務品質之知覺重視度與實際體驗滿意度之研究」,旅遊管理研究,第7卷第1期,1-30頁。
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13. 感官體驗對消費者體驗品質與情緒體驗之影響-以女性化妝品為例
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15. 鮮乳之品牌知名度、品牌形象與知覺價值對品牌忠誠度之影響—以屏東市為例
 
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