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研究生:楊育青
研究生(外文):Yang Yu-Ching
論文名稱:整合行銷傳播、品牌權益與行為意向之關聯性研究--以統一星巴克為例
論文名稱(外文):A Study on the Relationship among Integrated Marketing Communication, Brand Equity and Behavioral Intention--A Case Study of Starbucks
指導教授:王怡強王怡強引用關係
學位類別:碩士
校院名稱:南台科技大學
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:121
中文關鍵詞:整合行銷傳播品牌權益行為意向
外文關鍵詞:Integrated Marketing CommunicationBrand EquityBehavioral Intention
相關次數:
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近年來,受西方文化之影響,國人生活型態逐漸改變,台灣民眾對於飲用咖啡的需求與消費量逐年增加,連鎖咖啡店迅速發展,喝咖啡已演變成了時代潮流的品味代表,甚至代表了消費者的一種特殊生活方式,而街頭上林立的連鎖咖啡店,彼此競爭消長,如何刺激消費者的購買意願,行銷已成為今日相當重要的議題。因此,若想在產品日趨同質、市場愈加特殊多元的情況下利用行銷策略滿足消費者各類心理及社會需求,進而達成銷售,推廣產品與市場之目的。故本研究將整合行銷傳播、品牌權益與行為意向相互連結,並探討其不同概念之間的因果關係。
本研究採用問卷調查法,以北部地區統一星巴克(Starbucks)的消費者為問卷發放對象,共計發放375份問卷,有效回收368份,有效回收率為98.1%。問卷回收後應用SPSS10.0統計軟體進行信度分析、相關分析、變異數分析(獨立樣本T檢定、單因子變異數分析和雪費法多重比較分析)以及迴歸分析方法,得出以下結果 : (1) 整合行銷傳播對品牌權益具有顯著正向影響關係 ; (2) 品牌權益對行為意向具有顯著正向影響關係 ; (3) 整合行銷傳播對行為意向具有顯著正向影響關係。
In recent years, the lifestyle of Taiwanese people has been changed due to the influence of Westernization. The demand and consumption of coffee have been increased year by year among Taiwanese. Chain store of the Coffee shop has been growing increasingly. Coffee is one of representation of the savor, even more the special way of the daily life. How to stimulate customer’s purchase mind is a new and important issue in the new environment which was full of coffee shops. So that, in order to achieve sales, promotion and market purposes in the field of homogeneous products and the multi-marketplace, some marketing strategies have to be taken to meet various types of consumers’ demand.
Therefore, from this point of view, this paper combines Integrated Marketing Communication (IMC) with Brand Equity and Behavioral Intention and discusses the causal relationship between different concepts.
The questionnaire survey research method is applied in this study. The research subjects are the customers of Starbucks at Taipei. Using convenience sampling in research, send out 375 questionnaires altogether, which receiving effective questionnaires 368 shares. Therefore, the effective recovery rate is 98.1%. The series of analyses are made by using SPSS 10.0 software, including reliability analysis, correlation analysis, difference analysis (independent-samples T test, One-way ANOVA and Scheffe multiple comparison Test) and regression analysis. The statistically significant findings were as follows: 1) IMC has significantly positive effect on Brand Equity; 2) Brand Equity has significantly positive effect on Behavioral Intention; 3) IMC has significantly positive effect on Behavioral Intention.
摘要 i
英文摘要 ii
誌謝 iii
目次 iv
表目錄 v
圖目錄 vi
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.2 研究流程 4
第二章 文獻探討 6
2.1 整合行銷傳播 6
2.1.1 整合行銷傳播定義 7
2.1.2 整合行銷傳播之特性 10
2.1.3 整合行銷傳播之規劃模式 14
2.1.4 整合行銷傳播衡量工具 20
2.1.5 小結 22
2.2 品牌權益 23
2.2.1 品牌權益之定義 23
2.2.2 品牌權益之衡量構面 26
2.2.3 小結 31
2.3 行為意向 31
2.3.1 行為意向之定義 31
2.3.2 行為意向之衡量構面 33
2.3.3 小結 35
2.4 各研究構面關係之相關文獻及假說推導 35
2.4.1 整合行銷傳播與品牌權益之關係 35
2.4.2 品牌權益與行為意向之關係 36
2.4.3 整合行銷傳播與行為意向之關係 38
2.5 研究個案之介紹 38
2.5.1 統一星巴克 38
2.5.2 統一星巴克之行銷傳播方式 39
第三章 研究方法 43
3.1 研究架構與假說彙整 43
3.1.1 觀念性架構 43
3.1.2 研究假說 45
3.2 研究變數之操作性定義 46
3.3 研究設計 46
3.3.1 研究範圍與對象 46
3.3.2 抽樣設計 46
3.3.3 問卷預試 47
3.3.4 問卷設計 47
3.3.5 預試分析 51
3.4 資料分析方法 56
第四章 資料分析結果 59
4.1 正式問卷樣本結構分析 59
4.1.1 樣本特性分析 59
4.1.2 各研究變項之描述性分析 63
4.2 信度與效度分析 69
4.2.1 信度分析 69
4.2.2 效度分析 73
4.3 各研究構面關係之相關分析 74
4.4 各研究構面關係之關聯影響 76
4.4.1 整合行銷傳播對品牌權益之影響 76
4.4.2 品牌權益對行為意向之影響 81
4.4.3 整合行銷傳播對行為意向之影響 83
4.5 個人特徵變項在各構面之差異分析 86
4.5.1 T檢定 86
4.5.2 單因子變異數分析 87
第五章 結論與建議 103
5.1 研究結論 103
5.1.1 樣本分析 103
5.1.2 整合行銷傳播、品牌權益與行為意向之關係 103
5.1.3 個人基本特徵變項在各構面之差異程度 106
5.2 管理意涵 107
5.3 研究限制 109
5.4 後續研究建議 109
參考文獻 111
附錄一 正式問卷 118











表目錄
表2.1 整合行銷傳播之定義與相關觀念彙整 8
表2.2 整合行銷傳播工具 22
表2.3 品牌權益定義彙總表 24
表2.4 Aaker品牌權益衡量之財務評估方法 26
表3.1 本研究假說H1 : 整合行銷傳播(IMC)策略與品牌權益間關係之假說 45
表3.2 本研究假說H2 : 品牌權益構面與消費者行為意向間關係之假說 45
表3.3 本研究假說H3 : IMC策略與消費者行為意向間關係之假說 45
表3.4 研究變數衡量表 46
表3.5 整合行銷傳播之衡量構面及問卷項目表 48
表3.6 品牌權益之衡量構面及問卷項目表 50
表3.7 行為意向之衡量構面及問卷項目表 51
表3.8 整合行銷傳播之預試分析 52
表3.9 品牌權益之預試分析 54
表3.10 行為意向之預試分析 55
表4.1 樣本次數分配表 60
表4.2 消費行為次數分配表 62
表4.3 各研究題項描述性統計分析 66
表4.4 整合行銷傳播信度分析 70
表4.5 品牌權益信度分析 72
表4.6 行為意向信度分析 73
表4.7 變項相關程度參考評估範圍 74
表4.8 整合行銷傳播之整體知覺與品牌權益、行為意向之相關分析 75
表4.9 整合行銷傳播之分項知覺與品牌權益各子構面、行為意向之相關分析 76
表4.10 整合行銷傳播對品牌權益之簡單迴歸分析 77
表4.11 整合行銷傳播對品牌忠誠度之複迴歸分析 78
表4.12 整合行銷傳播對品牌知名度之複迴歸分析 79
表4.13 整合行銷傳播對品牌知覺品質之複迴歸分析 80
表4.14 整合行銷傳播對品牌聯想之複迴歸分析 81
表4.15 品牌權益對行為意向之簡單迴歸分析 82
表4.16 品牌權益對行為意向之複迴歸分析 83
表4.17 整合行銷傳播對行為意向之簡單迴歸分析 83
表4.18 整合行銷傳播對行為意向之複迴歸分析 84
表4.19 研究假說驗證之彙整 85
表4.20 性別對各關係變項之差異分析表 87
表4.21 教育程度對各關係變項之差異分析表 89
表4.22 年齡對各關係變項之差異分析表 90
表4.23 職業對各關係變項之差異分析表 94
表4.24 居住地對各關係變項之差異分析表 98
表4.25 平均每月收入對各關係變項之差異分析表 101












圖目錄
圖1.1 研究流程 5
圖2.1 整合行銷模式 15
圖2.2 余逸政整合行銷傳播模式 16
圖2.3 Percy的IMC策略性規劃模式 18
圖2.4 Burnett, J. & Moriarty, S.之整合行銷傳播模式 19
圖2.5 Aaker 之品牌權益模式 27
圖2.6 Keller之品牌知識構面 30
圖2.7 信念、感覺、態度、行為意向與行為之間的關係 32
圖2.8 the ABC Model of Attitudes 33
圖2.9 行銷傳播工具之整合性規劃 35
圖3.1 觀念性架構 44
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