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研究生:翁郁晴
研究生(外文):Weng, Yu-Ching
論文名稱:品牌再造與知覺價值對購買意願影響之研究
論文名稱(外文):The Effects of Rebranding and Perceived Value on Purchase Intention
指導教授:劉宗哲劉宗哲引用關係
指導教授(外文):Liu,Tsung-Che
口試委員:胡凱傑張宏生
口試委員(外文):Hu,Kai-ChiehChang,Hung-Sheng
口試日期:2013-07-02
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:69
中文關鍵詞:品牌再造知覺價值品牌忠誠度顧客滿意度購買意願
外文關鍵詞:RebrandingPerceived Valuebrand loyaltyCustomer Satisfactionpurchase Intention
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透過品牌再造,企業可以重新調整其名稱、標誌以及口號,使消費者能增加對於該品牌的印象。而根據過去文獻,口號改變是最深植人心,因此本研究採用口號改變作為研究變數。因此本研究欲探討品牌再造之口號改變、知覺價值透過品牌忠誠度與顧客滿意度影響購買意願之關聯性,運用量化研究方法以紙本問卷與網路問卷作調查,共回收360份扣除無效問卷8份後,共取得352 份有效問卷,並以LISREL 8.51進行資料統計分析與假設驗證,研究假設共分為六部分。本研究討論並說明在管理實務上的意涵,同時對未來研究方向提出建議。本研究實證結果如下:1.品牌再造對品牌忠誠度有顯著的影響2.品牌再造對顧客滿意度有顯著的影響3.知覺價值對品牌忠誠度有顯著的影響4.知覺價值對顧客滿意度有顯著的影響4.品牌忠誠度對購買意願有正向的影響6.顧客滿意度對購買意願有正向的影響。
Through rebranding, companies can re-adjust its name, logo and slogan, enabling consumers to increase the brand impression. According to previous studies, the slogan change is deeply rooted in people's mind; therefore, this study uses the slogan change as a research variable.Besides, the major purpose of this study is to discuss the relationship among the slogan of rebranding, Perceived Value, and brand loyalty, customer satisfaction and purchase Intention by using quantitative research methods: post survey and online survey. In addition, LISREL is applied to investigate the relationship among the five latent variables. As a result, 352 copies were eliminated from 360 valid questionnaires, post and online survey. The hypotheses of this study were divided into six parts. The study discussed the implications for practices, and suggestions for the further studies.After analyzing, this research comes to the following conclusions:1.A significant relationship exists between slogan of rebranding and brand loyalty 2.A significant relationship exists between slogan of rebranding and customer satisfaction3.A significant relationship exists between perceived Value and brand loyalty.4.A significant relationship exists between perceived Value and customer satisfaction.5.Purchase intention attitude correlate with their brand loyalty6.Purchase intention attitude correlate with their customer satisfaction
摘要 I
ABSTRACT III
第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的 3
第三節、研究流程與架構 4
第二章、文獻探討 7
第一節、品牌再造 7
第二節、知覺價值 9
第三節、品牌忠誠度 11
第四節、顧客滿意度 12
第五節、購買意願 14
第三章、研究設計 15
第一節、研究模式架構 15
第二節、研究假設 16
第三節、變數操作型定義及衡量方法 19
第四節、資料蒐集與分析方法 24
第四章、研究結果分析 27
第一節、基本資料分析 27
第二節、因素分析 34
第六節、假說驗證分析 47
第五章、結論與建議 53
第一節、研究結論 53
第二節、管理意涵 56
第三節、研究限制與建議 58
參考文獻 61

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