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研究生:鄭玉玟
研究生(外文):Cheng-Yu Wen
論文名稱:品牌形象、品牌忠誠度、知覺品質影響消費者購買意願之研究-以艾妮摩兒內衣為例
論文名稱(外文):A Study of the Brand Image, Brand Loyalty, Perceived Quality Influence Consumer Purchase Intention - A Casestudy of Anymore Underwear
指導教授:徐菱松徐菱松引用關係陳慧珠陳慧珠引用關係
指導教授(外文):Hsu-Ling SungChen-Hui Chu
口試委員:李謀監簡立賢
口試委員(外文):Li-Mou ChienChien-Li Hsien
口試日期:2012-07-20
學位類別:碩士
校院名稱:環球科技大學
系所名稱:中小企業經營策略管理研究所
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:2012
畢業學年度:100
語文別:中文
論文頁數:86
中文關鍵詞:品牌形象購買意願品牌忠誠度知覺品質
外文關鍵詞:Brand ImagePurchase IntentionBrand LoyaltyPerceived Quality
相關次數:
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品牌形象是企業的長期資產,賦予產品附加價值,而消費者在進行購買時,時常將它納入考量依據。通常消費者更專業及更嚴格的機制所認知的品牌形象、知覺品質及服務,便能促使消費者提高品牌忠誠度,且成為持續購買之忠誠消費者,最後更讓品牌轉化為企業的品牌形象。
本研究在討論國內的內衣業者對於品牌形象、品牌忠誠度、知覺品質對消費者購買意願之相關性研究,以問卷調查的方法探討消費者購買產品因素。研究結果顯示品牌形象 品牌忠誠度及知覺品質對消費者購買意願確有顯著相關性存在。

The brand image is the long-term assets. It can give added the products value, it will be included in the questions being considered by consumers is often in the shopping. The majority of consumer awareness of brand image, perceived quality and service when they have a more professional and more stringent mechanism will be able to promote consumers' brand loyalty. And they can become loyal consumers, they will eventually be to make the brand image of the brand into the enterprise.
In this study, to discuss internal brassiere industry for the brand image, the brand loyalty, consciousness quality affect the consumer to purchase the wish, by the questionnaire survey method, took why consumer of this research does purchase discussion factor. The results show that the brand image of the brand loyalty and perceived quality on consumer purchase intention, all significant correlation exists.

摘 要 i
ABSTRACTii
致 謝iii
圖目錄vi
表目錄vii
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 研究方法與限制5
第二章 文獻探討7
第一節 品牌基本概念7
第二節 品牌權益內涵探討18
第三節 消費者購買意願28
第三章 研究設計37
第一節 研究架構及假說37
第二節 問卷設計與衡量40
第三節 資料分析方法46
第四章 品牌形象、品牌忠誠度、知覺品質影響消費者購買意願分析48
第一節 信度與效度分析48
第二節 消費者行為分析55
第三節 品牌對消費者購買意願之影響65
第五章 結論與建議69
第一節 結論69
第二節 建議71
第三節 未來研究方向71
參考文獻72
中文部分72
英文部分75
附錄一 企業個案介紹81
附錄二 問卷84

一、中文部分
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14.陳怡伶(2009),台灣女性內衣企業發展自有品牌之經營模式研究,國立中央大學企業管理研究所出版碩士論文。
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20.陳志宏(民94),大陸沿海城市地區成人美語教育機構品牌形象及行銷滿意度對顧客忠誠度的影響,大葉大學企業管理研究所碩士論文。
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22.郭俊男(2009),產品識別與品牌權益之研究-以蘋果公司(Apple Inc.)為例,國立中山大學企業管理研究所出版碩士論文。
23.郭宜姍(2010),產品屬性、推廣策略、顧客價值、品牌策略與消費者購買意願的關係,真理大學管理科學研究所出版碩士論文。
24.楊迎春撰(2007),探討品牌形象、通路型態與消費者特性對品牌權益之影響—以女性內衣為例,天主教輔仁大學織品服裝研究所出版碩士論文。
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27.謝天生(2009),英國、日本、德國品牌權益模型實證分析與台灣品牌權益模型之建構-以台灣電腦產業為例,國立台灣科技大學管理學院MBA研究所出版碩士論文。
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