臺灣博碩士論文加值系統

隨著通訊產品市場愈來愈自由化及國際化，通訊產業之間競爭日趨激烈。通訊業者除了開發新客源之外，如何留住既有顧客，已成為行銷管理者首要任務。企業如何藉由適當行銷溝通，讓顧客充份瞭解商品及服務相關訊息，並維持與顧客之間良好的關係品質，一直是實務業者及學術界共同關注的議題。因此，本研究主要探討行銷溝通、關係品質及品牌認同，對顧客購後行為之影響關係。
本研究採用問卷調查研究法，選擇行動電話用戶為研究對象，參酌相關研究文獻自行設計及發展調查問卷，運用立意抽樣之網路調查方式搜集資料，並應用相關分析、路徑分析及複?邅k分析等推論統計方法，驗證行銷溝通、關係品質及品牌認同變項之間關係，同時分析這些變項對顧客購後行為意向之影響效果。研究結果發現，行銷溝通對關係品質及品牌認同呈正向顯著性影響；關係品質對購後行為意向呈正向顯著性影響；品牌認同對購後行為意向呈正向顯著性影響；關係品質在行銷溝通與購後行為意向間具有部份中介效果；另品牌認同在行銷溝通與購後行為意向間亦具有部份中介效果；品牌認同對關係品質呈正向顯著性影響。

As the market of communication products became more liberalization and globalization, the business competition in information and communication industry was getting more and more intensive recently. Hence, the major and the first mission of marketing managers is to retain those old customers rather than to acquire new customers for a company. How to apply suitable tactics of marketing communication, let the customers to sufficiently capture the product and service information concerning the products and service offered by a company, and how to maintain a good quality of relationship with customers, are important issues concerned by both practitioners and academy scholars. The main purpose of this study is to explore the relationships among marketing communication, relationship quality, and brand identity, and examine the effects of these variants on the post-purchase behavior intention of customers.
The research is an empirical study choosing the users of mobile phone as research audiences. A questionnaire adapted from literature by the author was developed by the author, and an internet survey by using judgment sampling was conducted for collecting data. Some statistical analysis methods such as correlation analysis, path anaysis, and regression analysis were adopted to perform hypothesis tests, and to explore the influences and effects among marketing communication, relationship quality, brand identity, and post-purchase behavior intention.
The results showed that the influences of the marketing communication on the relationship quality and brand identity, the relationship quality on the post-purchase behavior, and the brand identity on the post-purchase behavior are quite significantly. Besides, the relationship quality has partially intermediary effect on the marketing communication and the post-purchase behavior, and the brand identity has partially intermediary effect on the marketing communication and the post-purchase behavior. Finally, the influence of the brand identity on the relationship quality is also significant.

誌謝辭 I
中文摘要 II
ABSTRACT III
圖目錄 VII
表目錄 VIII
第一章 緒　論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第二章 文獻探討 5
第一節 行銷溝通 5
第二節 關係行銷及關係品質 7
第三節 品牌認同 11
第四節 購後行為意向 16
第三章 研究方法 19
第一節 研究架構 19
第二節 研究假說 20
第三節 研究變項及操作性定義 22
第四節 前測回收及正式施測 25
第五節 資料分析方法 25
第六節 信度及效度分析 26
第四章 研究結果 28
第一節 問卷回收與樣本結構 28
第二節 描述統計分析結果 30
第三節 因素及信度分析結果 33
第四節 假設檢定結果 37
第五節 路徑分析結果 42
第六節 管理意涵 45
第五章 結論與建議 48
第一節 研究總結 48
第二節 實務建議 49
第三節 研究限制 50
第四節 後續研究 50
參考文獻 52
附錄 問卷(一) 60
附錄 問卷(二) 63

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