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研究生:吳美青
研究生(外文):Mei-Ching Wu
論文名稱:跨國公司企業形象、顧客參與與顧客忠誠度關係之研究-以美商直銷公司為例
論文名稱(外文):A study of the relationships among transnational corporate image, customer participation and customer loyalty : an example of the American direct selling company
指導教授:楊豐華楊豐華引用關係
指導教授(外文):Feng-Hua Yang
口試委員:楊豐華林英顏謝茵如
口試日期:991213
學位類別:碩士
校院名稱:大葉大學
系所名稱:管理學院碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:99
語文別:中文
論文頁數:105
中文關鍵詞:企業形象顧客參與顧客忠誠度
外文關鍵詞:corporate imagecustomer participationcustomer loyalty
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本研究主要在探討企業形象、顧客參與與顧客忠誠度之關係,以美商直銷公司的顧客為研究對象,透過問卷抽樣調查,有效樣本數為523份。根據所得資料以描述性統計分析、信度分析、驗證性因素分析、差異性分析、相關分析及階層迴歸分析等進行實證與分析。
研究結果顯示:
一、企業形象對顧客忠誠度有顯著正向的影響。
二、企業形象對顧客參與有顯著正向的影響。
三、顧客參與對顧客忠誠度有顯著正向的影響。
四、顧客參與對企業形象與顧客忠誠度之關係具有中介效果。
經由上述結果,進一步提出理論上的實務運用以及後續研究之相關意涵與建議。

This study empirically examines the relationships between corporate image, cus-tomer participation and customer loyalty. Based on the questionnaire survey which the subject is the customers of the American Direct Selling Company, 523 valid samples were obtained by the stratified sampling. The tools used for data analysis are descriptive statistics analysis, reliability analysis, confirmatory factor analysis (CFA), compare means (one-way ANOVA), and multiple hierarchical regression analysis to analyze the study results and examine the research hypothesis.
The results of this study are as follows:
1. Corporate image positively influences customer loyalty.
2. Corporate image positively influences customer participation.
3. Customer participation positively influences customer loyalty.
4. Customer participation has the significantly mediated effect to the relation between the corporate image and the customer loyalty.
Finally, according to the conceptual framework and research findings, the study provides some meanings and suggestions in the theories, empirical studies, practices and future directions.

內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
第二節  研究目的................. 4
第二章  文獻探討................. 6
  第一節  企業形象............... 6
  第二節  顧客參與............... 12
  第三節  顧客忠誠度.............. 20
  第四節  企業形象與顧客忠誠度之相關研究.... 30
  第五節  顧客參與與顧客忠誠度之相關研究.... 32
  第六節  企業形象、顧客參與與顧客滿意度相關研究 33
  第七節  影響顧客忠誠度之變項......... 34
第三章  研究方法................. 36
第一節  研究架構與研究假說............ 36
第二節  變數操作性定義與衡量工具......... 39
  第三節  研究對象的選取與抽樣方法....... 44
  第四節  資料分析方法............. 44
第四章  資料分析................. 48
第一節  前測分析................. 48
  第二節  信度與效度分析............ 52
  第三節  描述性統計分析............ 58
  第四節  差異性分析.............. 66
  第五節  相關分析............... 76
  第六節  階層迴歸分析............. 77
第五章  結論與建議................ 81
第一節  研究結論................. 81
  第二節  研究限制............... 83
  第三節  管理實務建議............. 84
  第四節  後續研究建議............. 84
參考文獻 ..................... 86
附錄   研究問卷................. 103


表目錄
表 2- 1 企業形象定義彙整表............. 7
表 2- 2 顧客參與定義彙整表............. 13
表 2- 3 顧客參與之重要文獻............. 19
表 2- 4 顧客忠誠度定義彙整表............ 21
表 2- 5 顧客忠誠度之衡量構面彙整表......... 24
表 2- 6 顧客忠誠度五階段.............. 30
表 3- 1 企業形象衡量問項.............. 40
表 3- 2 顧客參與衡量問項.............. 41
表 3- 3 顧客忠誠度衡量問項............. 42
表 3- 4 顧客滿意度衡量問項............. 43
表 3- 5 信任衡量問項................ 43
表 4- 1 企業形象前測之信度分析........... 49
表 4- 2 顧客參與前測之信度分析........... 50
表 4- 3 顧客忠誠度前測之信度分析.......... 51
表 4- 4 顧客滿意度前測之信度分析.......... 51
表 4- 5 信任前測之信度分析............. 52
表 4- 6 樣本人口統計變數次數統計表......... 54
表 4- 7 企業形象問項分析表............. 56
表 4- 8 顧客參與問項分析表............. 57
表 4- 9 顧客忠誠度問項分析表............ 57
表 4-10 顧客滿意度問項分析表............ 58
表 4-11 信任問項分析表............... 58
表 4-12 企業形象量表之驗證性因素分析........ 59
表 4-13 顧客參與量表之驗證性因素分析........ 60
表 4-14 顧客忠誠度量表之驗證性因素分析....... 60
表 4-15 顧客滿意度量表之驗證性因素分析....... 61
表 4-16 信任量表之驗證性因素分析.......... 61
表 4-17 企業形象量表之衡量模型分析表........ 62
表 4-18 顧客參與量表之衡量模型分析表........ 63
表 4-19 顧客忠誠度量表之衡量模型分析表....... 64
表 4-20 顧客滿意度量表之衡量模型分析表....... 65
表 4-21 信任量表之衡量模型分析表.......... 65
表 4-22 區別效度分析暨變項相關係數表........ 66
表 4-23 人口統計變項獨立樣本t檢定及單因子變異數分析表 67
表 4-24 企業形象之差異性檢定表........... 69
表 4-25 顧客參與之差異性檢定表........... 70
表 4-26 顧客忠誠度之差異性檢定表.......... 71
表 4-27 顧客滿意度之差異性檢定表.......... 73
表 4-28 信任之差異性檢定表............. 75
表 4-29 變項相關分析表............... 76
表 4-30 企業形象與顧客忠誠度之迴歸分析表...... 77
表 4-31 企業形象與顧客參與之迴歸分析表....... 78
表 4-32 顧客參與與顧客忠誠度之迴歸分析表...... 79
表 4-33 顧客參與、企業形象與顧客忠誠度之迴歸分析表. 80
表 5- 1 研究假說與實證結果彙整表.......... 83

圖目錄
圖 2- 1 忠誠三角架構................ 27
圖 2- 2 顧客忠誠度的五個階段............ 29
圖 3- 1 研究架構圖................. 36



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