臺灣博碩士論文加值系統

　　本研究旨在分析台灣汽車消費者的需求及品牌形象對購後行為的影響，並以知覺價值作為中介變項來加以探討。因此，以全台汽車消費者為研究對象進行問卷調查，將全台分為北中南東四區，再依人口比例進行分層抽樣。研究工具包含汽車消費者需求、品牌形象、知覺價值、購後行為等量表。問卷調查之資料使用統計軟體進行迴歸分析，以檢定研究假設。主要研究發現如下：（一）消費者需求、品牌價值、購後行為與知覺價值之間均有存在正向影響；（二）知覺價值於消費者需求與購後行為之間產生完全中介效果；（三）知覺價值於品牌形象與購後行為之間則具有部分中介效果。

　　The purpose of this study was to investigate the automobile consumer demands and the influences of brand image on consumer purchase behavior. The study used perceived value as the mediating variable to explore the issue. The study conducted a questionnaire census on the automobile consumers in Taiwan. First sectioned the consumers into four parts, north Taiwan, middle Taiwan, south Taiwan and east Taiwan respectively, and then execute stratified random sampling according to population ratio. The research included four questionnaires: automobile consumer demand, brand image, perceived value, and consumer purchase behavior. The main findings are as follows: (1) There is significant positive correlation among consumer demand, brand image, post-purchase behavior, perceived value. (2) Perceived value has partial mediation on consumer demand and consumer purchase behavior. (3) Perceived value has partial mediation on brand image and consumer purchase behavior.

中文摘要 i
英文摘要 ii
目錄 iii
表目錄 v
圖目錄 vii
　
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
1.4研究範圍與限制 4
　
第二章 文獻探討 5
2.1消費者需求 5
2.2品牌形象 14
2.3 知覺價值 23
2.4 購後行為 28
2.5 相關實證研究 36
　
第三章 研究方法 39
3.1研究架構 39
3.2 研究假設 40
3.3 研究變項之操作型定義 41
3.4 問卷設計與發放 42
3.5 研究對象 49
3.6資料處理與統計方法 49
　
第四章 研究實證結果與分析 53
4.1問卷之效度分析與信度分析 53
4.2研究變項之描述性分析 63
4.3 人口統計變項於研究變項之差異性分析 68
4.4 研究變項之相關性分析 77
4.5 研究變項之迴歸分析 81
4.6 中介效果之驗證 86
　
第五章 結論與建議 90
5.1 結論 90
5.2 建議及後續研究建議 92
　
參考文獻 94
一、中文部分 94
二、英文部分 96
　
附錄 104
正式問卷 104
個人簡歷 109
　
表目錄
表2.1 品牌定義彙總表 16
表2.2 品牌形象定義彙總表 20
表2.3 知覺價值定義彙總表 25
表2.4 滿意的購後行為之相關衡量構面 32
表2.5 不滿意的購後行為之相關衡量構面 34
表3.1 消費者需求量表細部題項及題號彙整表 43
表3.2 品牌形象量表細部題項及題號之彙整表 44
表3.3 知覺價值量表細部題項及題號之彙整表 45
表3.4 購後行為量表細部題項及題號之彙整表 46
表3.5 前測問卷信度分析結果 48
表4.1 各構面之KMO值與球型檢定結果 54
表4.2 消費者動機之因素分析結果摘要表 55
表4.5 購後行為之因素分析結果摘要表 59
表4.6 研究變項之信度分析彙整表 60
表4.7 各研究構面之描述性分析表 65
表4.8 汽車品牌次數分配表 66
表4.9 有效樣本之基本特性表 67
表4.10 不同性別汽車消費者於各研究變項與構面之差異分析 69
表4.11 不同婚姻狀況於各研究變項與構面之差異分析 70
表4.12 不同教育程度汽車消費者各研究變項與構面之差異分析 71
表4.13 不同年齡汽車消費者於各研究變項與構面之差異分析 72
表4.14 不同收入汽車消費者於各研究變項與構面之差異分析 73
表4.15 不同居住地區汽車消費者於各研究變項與構面之差異分析 74
表4.16 不同汽車品牌消費者於各研究變項與構面之差異分析 75
表4.17 個人背景變項於主要研究變項差異情形之綜合分析表 76
表4.18 主要研究變項間之Pearson 相關係數表 78
表4.19 研究構面間之Pearson相關係數表 79
表4.20 各變項間之迴歸分析結果 82
表4.21 消費者需求對購後行為之迴歸分析表 83
表4.22 消費者需求對知覺價值之迴歸分析表 83
表4.23 品牌形象對知覺價值之迴歸分析表 84
表4.24 品牌形象對購後行為之迴歸分析表 85
表4.25 知覺價值對購後行為之迴歸分析表 85
表4.26 知覺價值於消費者需求與購後行為間之中介效果分析 87
表4.27 知覺價值於品牌形象與購後行為間之中介效果分析 88
表5.1 各變項之研究假設驗證結果 91
　
圖目錄
圖 1.1 研究流程圖 3
圖 2.1 馬斯洛需求層級理論 8
圖 2.2 ERG需求理論與滿足程度關係 12
圖 2.3 價格效果概念關係 24
圖 2.4 知覺價值模型 25
圖 2.5 消費者購買評價模式 31
圖 3.1 研究架構圖 40

一、中文部分
　
1.王德剛（民85），品牌概念形象，廣告策略與品牌權益之關係，東吳企業管理研究所碩士論文，台北市。
　
2.王鴻明（民91），品牌權益、售後維修顧客服務滿意度售後維修服務忠誠度關係之研究：以Audi汽車服務廠為例，國立彰化師範大學會計系碩士論文，彰化。
　
3.白書菁（民95），休閒運動設施使用者空間意象認知與滿意度對行為意圖之影響，國立雲林科技大學休閒運動研究所碩士論文，雲林縣。
　
4.伊志宏（民93），消費經濟學 ，北京：中國人民大學出版社。
　
5.朱鴻燕（民91），品牌價格與認知價值關係之實證研究，國立高雄第一科技大學行銷與流通管理所碩士論文，高雄市。
　
6.吳明隆（民95），SPSS 統計應用學習實務－問卷分析與應用統計，台北：知城圖書。
　
7.李雅雯（民87），服務品質與消費者購後行為相關性之研究－中部地區百貨業為例，大葉大學事業經營研究所碩士論文，台中。
　
8.車訊網（民99），全台汽車消費者需求調查，取自：http:// www.carnews.com/。
　
9.徐達光（民92），消費者心理學，台北市：東華書局出版。
　
10.張怡筠（民87），EQ其實很簡單，台北：希代出版社。
　
11.陳淑貞(民 85)，商標符碼消費行為之實證研究，國立政治大學國際貿易研究所碩士論文，台北市。
　
12.黃恆獎、李佳璋（民86），產品績效指標、消費滿意度及購後行為之整合分析，台大管理論叢，第8卷第1期，25- 58頁。
　
13.黃英忠（民87），人力資源管理，台北市，三民書局。
　
14.黃麗婷（民92），產品情感與自我認同對衝動性購買之影響，國立東華大學企業管理研究所碩士論文，花蓮縣。
　
15.楊榮漳（民95），滿足消費者需求之新產品研發團隊運作模式個案研究，實踐大學產品與建築設計研究所碩士論文，台北市。
　
16.虞積祥（民93），品牌形象、品牌權益、顧客終身價值關聯性研究－以東森電視購物頻道為例，義守大學管理科學研究所，高雄。
　
17.漆梅君（民90），透視消費者－消費行為理論與應用，台北市：學富文化出版。
　
18.劉志忠（民86），服務業服務品質與消費者行為意圖關係之研究－以高雄市六家百貨公司為例，中山大學企業管理研究所碩士論文，高雄市。
　
19.蔣台程（民97），管理學，台北市：全華書局出版。
　
20.蕭文龍（民96），多變量分析最佳入門實用書－SPSS + LISREL (SEM)，台北：碁峰資訊。
　
21.蕭富峰（民97），消費者行為，台北市：智勝文化出版。
　
22.賴其勛（民86），消費者抱怨行為、抱怨後行為及其影響因素，台灣大學商學研究所博士論文，台北市。
　
23.闕士河（民77），消費者抱怨行為及其影響因素，政治大學企業管理研究所碩士論文，台北市。
　
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