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研究生:郭念鑫
研究生(外文):Nien-HsinKuo
論文名稱:品牌形象與客製化創新服務影響消費者購買意願之研究—以捷安特旅行社訂做自己的單車旅遊為例
論文名稱(外文):The Study of Brand Identity and Customization Innovative Service Influencing Consumer Purchase Intention-As Giant Cycling Tour Agency “Customized Cycling Tour” the Example
指導教授:陸定邦陸定邦引用關係孔憲法孔憲法引用關係
指導教授(外文):Ding-Ban LuhDing-Ban Luh
學位類別:碩士
校院名稱:國立成功大學
系所名稱:創意產業設計研究所
學門:設計學門
學類:綜合設計學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:78
中文關鍵詞:品牌形象創新服務客製化自行車旅遊
外文關鍵詞:brand imageinnovative servicecustomizationcycling travel
相關次數:
  • 被引用被引用:12
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  • 下載下載:164
  • 收藏至我的研究室書目清單書目收藏:4
在過去的台灣的經濟結構主要是以代工為主,單純以製造為主要業務。但國際市場競爭影響,台灣製造業除了生產更高價值、多樣化的產品之外。以代工製造的形式必須轉化為服務顧客為導向,才能促使產業升級。了解消費者的需求,提供更符合不同族群消費者的客製化與服務。但身為製造業者的優勢,就是擁有專業的製造技術,善用此優勢,延伸發展創新性服務,甚至為顧客提供客製化產品與服務,才能創造更大的商機。

轉型的過程中,創新服務與客製化特性皆會影響消費者的消費意願。消費者在選購商品或服務過程中,除了服務本身的影響,企業的品牌形象也會影響消費者消費的選擇。本研究主要探討製造業轉型為服務導向經營時,消費者的購買意願與企業品牌形象與其客製化的創新服務影響關係。採線上問卷方式調查台灣有騎乘單車習慣的受訪者,總共136位受訪者進行分析,以國內知名自行車業者新發展的服務事業體-捷安特旅行社,研究該社提供的自行車旅遊客製化經營模式,其服務設計、該企業的品牌形象,與購買意願的影響。研究結果顯示 (1)良好專業品牌形象對購買意願有顯著的影響;(2)創新性的客製化服務對於提昇購買意願也有正向的影響。

本文建議製造業轉型過程中,除了解消費者需求,提供符合需求的客製化服務之外,善加運用自身專業的製造優勢、專業高精緻、創新產品的製造形象,加值於服務設計項目中,在提供客製化服務過程中,掌握服務品質,對於消費者需求能有效的回應與互動。

The economic structure of Taiwan in the past focuses on the original equipment manufacturing (OEM). The main business is product the products for clients. However, the competitive market causes economic movement. Manufacturers in Taiwan have to produce more valuable, dedicated and various products to be differentiated with other competitors. Service is the beneficial fact for enhancing the business development. Customer-centric service is the effective strategy to upgrade the industrial structure. The advantage of manufacturing industry is the professional productive technique. Innovative service combined with specific manufacturing knowledge can customize and enrich the service design. It can create unexpected business opportunities.

In the transformation process, innovative service and customized design both the key points to influence the purchase intention. Brand image is another influencing element which sways the customers purchase decision. The purpose of this study aims to discuss the servitization of the manufacturing industry. It is also probe into the relationships in brand image, innovative customized service and purchase intention. There are 136 interviewees who have the bike-riding habits finishing the on-line questionnaires. The research target is the branch business of famous bicycle manufacturer in Taiwan, Giant Manufacturing Co. Ltd. The new business is Giant cycling tour agency. It intends to investigate the influence level of brand image, the customized cycling tour service and the purchase intention. The result of study indicates that positive brand image obviously affect the purchase intention. Innovative customized service is also beneficial for enhancing the purchase intention.

Manufacturing companies definitely transform the business management with more service-oriented strategies to satisfied customers’ requirement. However, applying the advantage of manufacturing knowhow in the service innovation process is more significant and effective. The brand image with professional product or service supplier can strengthen customers’ reliability. It can create more interactive opportunity with the customers in the future.


Chapter One: Introduction...................... 1
1.1 Research Background and Motivation..........1
1.2 Research Purpose............................3
1.3 Research Scope..............................6
1.4 Research Process............................7
Chapter Two: Literature Review..................9
2.1 Service Generation..........................9
2.1.1 Innovative Service........................11
2.1.2 Customized service........................15
2.2 Brand Image.................................18
2.2.1 Importance of Brand Image................ 18
2.3 Purchase intention......................... 22
2.3.1 The influence of innovative service and purchase intention...................................... 26
2.3.2 The influence of brand image and purchase intention...................................... 28
2.4 Bicycle Industry in Taiwan................. 29
2.4.1 The development of Bicycle industry in Taiwan.... 29
2.4.2. Cycling Tourism..........................34
2.4.3 Giant Manufacturing Co. Ltd...............37
Chapter Three: Research Methodology.............40
3.1. Research Structure & Hypothesis............41
3.2 Research Design.............................43
3.2.1 Design Reference..........................43
3.2.2 Questionnaire Design......................44
3.3 Sampling Choice and Collection..............46
3.4 Data Analysis Methods.......................46
Chapter Four: Data Analysis.....................48
4.1Background Analysis..........................48
4.2 Variation and Reliability Analysis..........51
4.3 Cross-tabulation Analysis...................55
4.4 Hypothesis Verification.....................58
Chapter Five: Conclusion and Suggestion.........61
5.1 Conclusion..................................61
5.2 Suggestion..................................65
5.3 Research Limitation.........................66
Reference.......................................67
附錄一...........................................74


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