臺灣博碩士論文加值系統

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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