臺灣博碩士論文加值系統

　　對於一個重視休閒活動的時代中，該如何選擇一家飯店來留宿，就成為一項重要的決定，消費者常使用星級制度、口碑和過往經驗來決策這項問題，但飯店過於誇大不實的廣告對消費者的影響甚大，造成消費者的不信任感，現今新式評鑑計劃上路，是否能夠贏回消費者的信任，且影響消費者之購買意圖，值得深入探討。
　
　　本研究針對台灣的旅館業，旨在探討品牌權益、顧客價值、關係品質與購買意圖之關係，經分析過得知以下幾點研究結果與發現：(1)品牌權益對顧客價值與購買意圖皆有正向的影響，且品牌權益會藉由顧客價值來影響購買意圖；(2)品牌權益對關係品質與購買意圖皆有正向的影響，且品牌權益會藉由關係品質來影響購買意圖；(3)顧客價值與關係品質對購買意圖有正向的影響，且顧客價值會藉由關係品質來影響購買意圖；(4)關係品質對購買意圖有正向的影響。

　　The main topics of this research are brand equity, customer value, relationship quality and purchase intentions. Research results indicated that: (1) Brand equity significantly affected customer value and purchase intentions. Customer value has partial mediation effect between brand equity and purchase intentions. (2) Brand equity significantly affected relationship quality and purchase intentions. Relationship quality has partial mediation effect between brand equity and purchase intentions. (3) Customer value and relationship quality significantly affected purchase intentions. Customer value has partial mediation effect between relationship quality and purchase intentions. (4) Relationship quality significantly affected purchase intentions.

第一章 緒論 1
1.1 研究背景及動機 1
1.2 研究目的 3
1.3 研究流程 3
　
第二章 文獻探討 5
2.1 品牌權益 5
2.2 顧客價值 12
2.3 關係品質 15
2.4 購買意圖 18
2.5 旅館星級評鑑制度 20
2.6 各研究變數間之關係 21
　
第三章 研究方法 24
3.1 研究架構 24
3.2 研究假設 25
3.3研究變數之操作型定義 25
3.4 問卷設計與抽樣方法 28
3.5 資料分析方法 30
　
第四章 資料分析與討論 32
4.1因素與信度分析 32
4.2 人口統計分析 39
4.3 獨立樣本T檢定與單因子變異數分析 41
4.4 相關分析 47
4.5 假設驗證 48
　
第五章 結論與建議 55
5.1 研究結論 55
5.2 管理意涵 56
5.3 後續研究建議 57
　
參考文獻 58
一、中文部份 58
二、英文部份 59
　
附錄 66

一、中文部份
　
1. 吳思華(民 85)，策略九說，台北：臉譜文化。
　
2. 游靜宜(民 95)，顧客價值與品牌權益相關性之研究－以汽車旅館產業為例，私立文化大學觀光休閒事業管理研究所碩士論文。
　
3. 程瑞南(民 92），網路購物之顧客價值對關係品質之影響，國立嘉義大學行銷與流通管理研究所碩士論文。
　
4. 蕭文傑(民 91)，顧客價值與顧客忠誠度之關係研究：以T連鎖餐廳為例，國立高雄第一科技大學行銷與流通管理研究所碩士論文。
　
5. 交通部觀光局，行政資訊系統，http://www.taiwan.net.tw/。
　
6. 首次星級旅館評鑑資訊網，http://hsr.twaea.org.tw/。
　
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